Bindi, Henna, Zari
Saturday, 6th October, 2007
Bindi, Henna, Zari

In 2000, a store came up in Milano. The designer was Roberto Cavalli, and people remember thinking: Who is this guy? Well, six years on the Italian designer has over 20 stores all over the world.

One minute you are just another name, another minute you’re a brand. From Tom Ford using a zari border to Madonna’s bindi, from Hollywood’s chandelier earrings to Jean Paul Gaultier’s kitschy Indian motifs, from henna tattoos to mirror work bags, India seems everywhere. So far India is seen as a haven for outsourcing the exotic, and much of the credit goes to Bollywood. It has taken Indian fashion, a fairly recent industry which was born in the late 1980s, global. It has carried it beyond the NRI pockets.
The sari and the bindi are now global short hands for India, thanks to cinema, which took fashion to the masses in a way TV is now doing (with glittery saris and elaborate crystal-encrusted bindis). The challenge is to take it from the periphery to the centre stage, beyond the accessories available occasionally on London’s Oxford Street into a substantial and recognisable brand. That will happen when Indian fashion realises the importance of marketing, when it realises that being a designer is more than looking for an appropriate celebrity to wear the clothes and getting media coverage.

When it discovers the market beyond the diaspora- people are getting used to it themselves with a store now in Dubai where they have to reach out to a new, almost entirely Arab clientele. India has to do western cuts with an Indian spirit. Only then will the fad become a factory.



