Indian ethnic wear has definitely become more and more modernized over the past few years, like all fashion categories, Indian Ethnic Wear has to ensure to keep up with the latest trends and new standards of society. Ethnic clothing from India includes many traditional garments as well as more western versions that have been updated for modern generations. Furthermore, even the most traditional Indian outfits come in modern variations, from Saree’s and Salwar-Kameez’s to Lengha’s and Churidar’s.
With designers discovering and celebrating contemporary styles and techniques in Indian ethnic wear collections, the appeal of this type of clothing has reached international audiences as well. Although to ensure that cultural India tradition is not totally changed or forgotten, the creative fashion designers of the 21st century assure that these ethnic designs that are adjacent to the Indian cultural roots and recall its wonderful heritage.
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Every Indian ethnic wear comes in vibrant colours, pattern and designs. Attire’s such as the Saree or the Salwar-Kameez allows to experiment with colours, design, motifs designed in artistic form. Ladies across all ages prefer the Salwar-Kameez as it is associated with the attributes of convenience, comfort as well as contemporary fashion. Kabir Lumba, Managing Director of Dubai-based Landmark Group-run Lifestyle International states, "A lot of people feel Salwar-Kameez and Saree’s will be worn only at special occasions and that hasn't happened. In fact, the Salwar - Kameez market is arguably growing faster than the western wear market."
The growing popularity of Indian ethnic wear (for women), the very fact that there is a constant global movement in its turnover is proof enough of the potential this category has had. The basic foundation that helps promote this category is its roots, which are well-established in the fact that it is ‘Indian’ craftsmanship is being promoted in its most desirable form for women.
The fact that brands liaise with the rural crafts person to add a modern twist to Womenswear, placing it at the same level with the stylish western wear of today, has given a great increase to Indian ethnic wear in terms of making it acceptable to today’s women.
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