India’s traditional fashion holds a unique position globally in the evolution of dress and style. Couture weeks have evolved in India in the last 15 years. With the emergence of couture in India, traditional fashion underwent the most significant changes and was the subject of the biggest trends. India engaged with modernity on its terms. The Indian fashion fraternity carried pride in celebrating traditional styles and techniques to shape the Indian haute couture. This study identifies craftsmanship, legacy, and diversity as the fundamental pillars of ethnic Indian fashion and investigates the extent to which they contribute. This paper examines how Indian designers and brands have incorporated their rich heritage and culture into their designs to gain recognition in the global luxury market. In the early 1980s, the first generation of Indian fashion designers began to emerge. Ritu Kumar commenced her work on traditional techniques, integrating them into the Indian fashion business. The first fashion show in India was organized by Rohit Khosla, Tarun Tahiliani, Abu Jani Sandeep Khosla, American designer Neil Bieff and Rohit Bal. Indian fashion designers such as Sabyasachi, Payal Khandwala, Rahul Mishra, and Gaurang Shah provide historically crafted textiles and clothes that embody contemporary and globally appealing aesthetics. This paper is based on object-based research, articles, observations, and interviews thus it is observed that Indian designers and brands make conscious efforts to promote Indian luxury Fashion by preserving the spirit of craftsmanship. It is concluded that couture with a traditional twist is the luxury fashion of India.

Authors:
Sneha Bhatnagar, National Institute of Fashion Technology, India

About the Presenter(s)
Dr.Sneha Bhatnagar is currently an Assistant Professor and Course Coordinator of Fashion Design Dept at National Institute of Fashion Technology, Mumbai.

See this presentation on the full schedule – Saturday Schedule

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