India is a land of diverse cultures and rituals. Hence it is evident that with such a rich tradition and cluster of cultures and sub-cultures melting into one another, fashion will also be of an excellent quality. The traces of Indian fashion can be found from the Mohenjo-Daro and Harappa civilizations. With the advent and influence of the Western world, the fashion in India has changed and revolutionized in more ways than one.
The saris and kurtas and lehengas have slowly been made to share space with western apparel such as jeans, turn-ups and tops. But fashion in India has been helped by a major revolution that took place only recently. The Mall Culture. It all started with Shopper’s Stop in 1993.
Mall culture in India helped Indian fashion outlets and designers claim a space and name for themselves. Numerous powerful brands and private labels have opened shop in India keeping in mind the growing importance of malls and the preference of the Indian crowd towards the malls instead of isolated shopping outlets.
This has been a boon for Indian fashion designers as well as labels. The competition has helped enhance the quality of Indian fashion apparel. This has also made them preferred choices of garments among the Indian consumer lot. Some foreign fashion labels such as Pantaloons, Westside and Lifestyle that have opened smaller ‘Indian’ outlets under them in the nation.
Hence, Indian fashion stations have slowly shifted base to the malls and marts where the fashion conscious and brand conscious crowds of India hang out. And now malls are the sweeping range as far as Indian fashion goes.
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