Fashion is a reference, an artistic commentary on the socio-political cultural status of country. From Satyagrah in India or Suffrage in Europe, hippy-chick or the punk rocker, style has been the sign-o-times. This season Indian designers have used their threads of tradition, tapping their heritage to create a ‘nuance niche’- points of differentiation that will help them compete as the international labels come to Indian shores.
Every epoch has visually expressed its concepts and ideologies through art and style, creating history with visual glossary in fashion’s fiber. This season saw a renaissance of the ‘Swadeshi’ movement. As India emerges from its own ashes, reaping rich rewards earned by its hardworking population, it’s earned the cynosure of the chicest brands of the world.
With the current economic boom, the ‘opening up’ of FDI, the country has clambered onto the wish-list of every CEO in the world. Gucci to Galliano are dotting stores across the nation, the luxe meter has risen with mercurial momentum, as the wealthy few are reveling in ‘brands buying’.
The burgeoning Indian design industry is gearing itself to meet this competition; tweaking their oeuvre as a part of their design strategy this fraternity is working the podium they have gestated ‘Wills India Fashion Week’ to showcase their talent, hoping to capture the buying budgets of regional and international consumers.

Tapping traditions, seeping their signature using history and heritage, Indian designers are marking their style in myriad of motifs and exquisite embellishments, taking the refinement of modern eastern aesthetics past the hype of henna and bindis, setting precedent for their nascent neighbors –as Pakistan, Sri Lanka and Bangladesh to follow suit.

Walking the tightrope, they struggle to shake of the shackles of ‘culture clothes’ associated with ‘Indian ensembles’ and are undergoing a chrysalis in shape and silhouette to satisfy both regional and international requirements. This mantra has worked; Saks, Selfridges. Rinascente, Harrods, Maria Lucia and Harvey Nicolas were stocking desi designers alongside international names.

As reputed Pakistani designer Rizwan Beyg ambitiously articulates “Why does the east have to follow international diktats and trends, today’s eastern designers are informed and innovative enough to create their own trends”.