Indo-western catching up by storm

14 October 2022, Mumbai:

East is East and West is West and never the twain shall meet is a concept that doesn’t hold water in the Indian apparel fusion segment that blurs the boundaries between cultures. Western-style clothing combined with Indian designs and patterns and other fusion fashion styles is now flying off the shelves.

Industry experts say that India has emerged as one of the world’s fastest-growing fashion markets over the past few years and is projected to grow at 15 percent CAGR by 2022 and become a $102 billion market for apparel. The fusion wear segment of pairing different fashion concepts together will hold a key chunk of the market pie.

Many popular fashion brands like Sabyasachi, House of Indya, House of Masaba, Manish Malhotra, and Anamika Khanna have took an Indian twist on a Western silhouette with their design concepts, embellishments, and embroidery. Others who are making a mark in the fusion segment include Shivan&Narresh, Mishra, Monika Nidhi, Papa Don't Preach by Shubhika, Ridhima Bhasin, Punit Balana, and Ridhi Mehr among others.

Other than these designers, even main stream apparel brands also have been observing this as a phenomenal growth sub category.

The gen X age group has taken to Indo-western clothing by storm and the popularity of social media platforms like Instagram, Pinterest and TikTok has made life easier for most brands to get media coverage and be liked and loved. The versatile nature of Indo-Western fashion can create a look for any occasion with outfits that range from glamorous to causal and occasions from a wedding to streetwear.

Fusion dressing is a versatile segment

The fusion works is a versatile and flexible one of mix and match where there are no strict fashion rules. Just wear what you want in the casual setting by pairing the staple wardrobe essentials like jeans with a traditional kurta or a western dress with an ethnic motif scarf. With kurtas available in different styles, colors, and patterns, women are sometimes wearing them short over trousers or wearing longer kurtas on their own as a dress, making them suitable for any occasion.

Currently, palazzo sets are all the rage in Indo-Western wear with women wearing patterned palazzo trousers with simple tops creating a casual chic Indo-Western look. Palazzo trousers now also have a modern silhouette with a crop top or halter neck top.

For social occasions such as weddings, another popular Indo-Western look involves pairing an Indian motif embroidered lehenga with a plain, crop, or halter neck top or a spaghetti top. Instead of wearing the traditional embroidered blouse, this kind of dressing is a rage among the younger generation at weddings and social functions. Among young women in the Indian community living abroad, this kind of Indo-Western fusion wear is very popular and many designers are targeting this niche segment by exporting their products as well as having a physical stores in many countries, besides online channels.

The men’s apparel segment also has incorporated this fusion concept by introducing the Jodhpuri Suit set and flowing Angrakhastyle kurtas. Along with this are jackets that are paired with various lower-body clothing in different ways to achieve a different look indo western Achkan that look quite similar to traditional sherwanis but yet are different and can be paired with jeans and other men's bottom wears are also popular.

Indo-Western fashion is on the rise and most smartethnic brands have incorporated it as part of their product portfolio, as this rise is expected to remain constant in the near future in India and abroad.

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