Fashion is a matter of choice and the younger generation Indians are finally waking up to this idea. While they find comfort and convenience in western wear, they prefer wearing Indian ethnic wear for important family functions and special occasions. It is, thus, a common thing to find a few designer ethnic ensembles in their cupboards.
Today, Indian ethnic designer brands and labels have become more wearable and easily accessible. Experimenting with ethnic fashion has resulted in sarees, lehengas, cholies, dupattas etc., becoming much more exciting than they were before. Keeping the traditional mystic and the allure of Indian fashion yet making them easy to wear and handle, is the trademark of many a well-known designer brand and label.
Some of the top fashion brands specialising in ethnic wear yet enjoying a loyal fan following in India as well as across the world are:
With its trademark kurtis, churidaars in irresistible combinations of colours and patterns specialises in presenting high fashion at an affordable price. Its contemporary sensibility is specially defined by its hand-block prints, vegetable dyes and its Indian crafted looks.
They specialises in men’s ethnic fashion with sherwanis forming its high point. In fact this name is synonymous to sherwanis and its required accessories like the safa, the pagdi, the jooties etc.
Banwarey is an ethnic brand with a difference for it focuses on presenting the very Indian fashion artistry with a new and appealing concept. Every product made by them showcases the common thread of passionate artistry shared by the four friends who conceived and visualised this idea.
Dabiri is specially known for the Lucknowi Chikankari work it generally favours. This intricate embroidery results in the creation of a rich line-up of Indian couture made exclusive by its distinctive cuts and uniquely original styles.
Anokhi is a distinctive brand which focuses on the conservation of the traditional forms of Indian dress making by developing skills of local artists and craftsmen. This ensures designs which are graphically bold enough to make everlasting impressions by the use of hand block, patchwork, embroidery, appliqué etc.
The popularity of the fashion shows resulting from a growing interest in top designer brands is ample proof that this generation loves its clothes. It is, thus, not uncommon to find them flaunting ethnic wear bought from exclusive designer stores like that of Sabyasachi Mukherjee, Manish Malhotra, Ritu Beri, Satya Paul, Vikram Phadnavis etc.