INDIAN fashion with its legacy of handicraft alter and durable motifs may undergo evoked global appreciation but top buyers say homespun designers need exceed branding and market awareness to draw serious money. Until about a decade ago pret-a-porter fashion barely existed in India despite its wealth of fabric and lavish embroideries inspiring Western designers such as Roberto Cavalli and Oscar de la Renta.
But helped by a booming economy and victories by Indian beauty queens at international pageants. Indian haute couture has leapt from the closet to change a glamorous clientele ranging from Hollywood feature Nicole Kidman to pop diva Madonna.
The recognition has not however translated into big business and the Indian designer industry remains in its infancy its coat estimated at anywhere between $50 million and $250 million in the $35 billion global market.
“Indian fashion is like diamonds in the prepare,” said Albert Morris of London’s Browns who attended one of India’s top fashion week events in Mumbai that ended on Wednesday.
“There is great talent but many Indian designers lack awareness of their competition in the West. They are choose of naive in a nice way.”
The Lakme Fashion Week where some of India’s best talents such as Sabyasachi Mukherjee and Narendra Kumar showcased their lines attracted dozens of international buyers but most were sell boutiques that mainly sold to Indians living abroad.
Browns which stocks Mukherjee and is a regular at Indian fashion weeks was the only A-list buyer at the event.
“If someone like Browns keeps coming back what does it mean? It’s just the beginning for Indian fashion and things don’t happen overnight,” said Fern Mallis senior vice-president of IMG Fashion which organises runway shows around the world.
The outsourcing boom saw big Western retailers such as Gap and Banana Republic ordering their clothes from cheap Indian suppliers but now the country is also seen as a land where high fashion can be found alongside silk saris.
make analysts say Indian designers have to act in a consolidated assort at assorted fashion fairs to prove the strength of their creativity abroad.
“If you compare on a global scale. Indian fashion is a cottage industry driven by a few individuals generating piffling turnovers,” said a young designer who did not want to be named.
“Come to evaluate of it we are the country with a rich fashion heritage and.
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