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Indian bridal wear: Going the haute couture way
New Delhi, July 14: Traditional Indian wedding finery, with its vibrant colours and rich embroidery, has become the latest favourite of the leading designers of the country with bridal trousseau becoming the new face of the industry.
New Delhi, July 14: Traditional Indian wedding
finery, with its vibrant colours and rich embroidery, has
become the latest favourite of the leading designers of the
country with bridal trousseau becoming the new face of the
industry.
"If there is haute couture or high fashion in this
country, it is undoubtedly the trousseau of the Indian bride -
sarees, lehngas and salwar suits", says prominent designer J
J Valaya, whose couture label by the same name is known for
deriving from the traditional textiles and crafts.
"The big Indian wedding rules and we are only just
waking up to the potential of the huge bridal wear market in
the country," says Valaya.
Calling it the one `recession-proof' part of the fashion
industry, Divya Gurwara, whose brain child the annual `Bridal
Asia' event is, says trousseau-shopping has undergone a sea
change in recent years and trends and fashion are now more of
priority than tradition.
Although unable to provide exact figures as to what the bridal wear market is worth, Gurwara says one can safely call it a multi-billion industry.
Although unable to provide exact figures as to what the bridal wear market is worth, Gurwara says one can safely call it a multi-billion industry.
Her Bridal Asia show-cum-sale of bridal wear and accessories, a high-profile `by invitation only' event, which started in 1999 with 40 participants and 10,000 visitors here, has grown into a major event in the fashion calendar of the country, attracting over 80 participants and over 40,000 visitors last year.