For centuries, India’s colourful and intricately designed traditional clothing has fascinated people around the world with its rich fabrics and meticulous craftsmanship. Once worn only at major Bollywood or international events, these clothes are now making a significant comeback as everyday fashion globally.
While red carpets have long been the domain of opulent European haute couture, a multicoloured array of traditional Indian pieces like saris, lehengas, and anarkali suits gained widespread attention at this year’s star-studded events such as the Met Gala and Cannes Film Festival.
Sonam C Chhabra, who made her debut at the Cannes Film Festival this year, couldn’t be happier with the overwhelming response from her fans and followers about her choice of traditional Indian attire. She says, “I noticed a growing sense of curiosity and admiration amongst the global fashion fraternity for our Indian attire while at the Paris Fashion Week and Cannes Film Festival.”
Over the years, major global designers and brands like YSL, Dior, John Galliano, and Chanel have drawn inspiration from Indian styles, incorporating elements like the sari into their designs which then get amplified on social platforms. The vintage sari-inspired Chanel dress Naomi Campbell wore to the 2023 Met Gala is a prime example.
Bollywood costume designer and stylist Niharika Bhasin attributes this to the sari’s versatility in modern fashion and the impact of social media in amplifying these looks globally. “It is now being styled in various innovative ways, including dress forms and unique draping techniques after going viral on social platforms,” she says.
Concurring, celebrity stylist Akshay Tyagi noted that when a trend becomes a sensation on social media, it quickly gains widespread popularity.
This renaissance is clearly being catalysed by international content creators. German content creator Silky, who has 157,000 followers on Instagram alone, spoke to indianexpress.com about the response to her posts featuring traditional Indian garments from her global audience. She says, “It’s been so lovely and positive! Whenever I post content wearing Indian attire, people always seem to love it.”
Fashion creator Vishnupriya says she noticed a growing trend where people from different countries are inspired to create content using saris after watching her videos.
Personalisation and accessibility
Understanding garments and personalising them according to individual styles has inspired people, with social media amplifying the trend of sharing such looks online. Sumit Arora, chief of ethnic apparel at Fabindia, highlights how social platforms are popularising diverse ways of wearing traditional Indian clothes.
Sahib Singh Bhatia of Amaare notes that for designers, this social media-driven crossover provides an infinite canvas. While lehengas experiment with bold patterns on platforms like Instagram and Pinterest, the sari continues to effortlessly transition between formal and casual styles, often going viral.
Balancing tradition and contemporary fashion
Bhasin, who has worked on several prominent Bollywood films, has witnessed the global embrace of Indian designs through cinema and social media amplification. “Indian films have served as a powerful medium for showcasing traditional attire and contemporary fashion to international audiences, which is then further spread through viral moments and sharing on social platforms, reaching audiences globally.”
Balancing traditional elements with contemporary fashion trends involves a thoughtful and creative approach, says Khanna. “I strive to maintain the essence of traditional Indian craftsmanship while incorporating modern silhouettes, fabrics, and styling techniques. This fusion creates pieces that resonate with both traditional and modern aesthetics and get attention on social media.”
Reshaping global fashion aesthetics
Social media creators and influencers worldwide are at the forefront, showcasing and celebrating Indian-inspired styles on platforms like Instagram, TikTok, and YouTube. This amplification is fueling global attention, making traditional Indian clothing — from red carpets to everyday fashion — a favorite among modern fashion enthusiasts.
Digital platforms have enabled Indian designers and labels to share their creations globally, positioning India at the forefront of contemporary high-fashion movements, with future possibilities yet to unfold.
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First uploaded on: 20-06-2024 at 17:23 IST