Fashion designers in the country have a new favorite destination: Gujarat. Consumers in Surat & Ahmedabad and other cities in the state, who just 10 years ago would go to local MARKETS and house tailors for their garments, now prefer premium designer labels for weddings and even pool parties, prompting a slew of multi-designer shops to dot the streets of Gujarat, adding zest to careers of local fashion designers.
Avakasa, TWT, Nautanky and Tisori are among the new entrants in Gujarat’s fashion MARKET while established ones such as Studio Virtues, Deval Fashion, Dharshi Shah & Bhavin Trivedi, Elan, Jade Blue and Moonson are experiencing further growth momentum in their business.Five years ago only Gujarat’s elite class used high-end designer wear, but now upper class and even middle class want to opt for designer wear for their weddings and special occasions. In the initial days, people of Surat & Ahmedabad were conservative and didn’t understand the value of designer garments. But things changed drastically over the last five years with the fashion-conscious younger generation convincing their parents to use high-end brands and designer wear for special occasions.And the demand is not limited to Indian wear. Consumers in Surat & Ahemdabad are aware of not only Indian designers but also international designers and international fashion trends.
Surtis are fast becoming extremely fashion conscious and this trend has led to a demand for fashion designers, who were practically unheard of 10 years ago in Surat.Top designers in Surat showcase Classic saris rub shoulders with opulent Indo-Western wear even as young designers are going green with recycled materials or luring the modern fashionista with experimental and creative innovations. Today Gujrat is home to big fashion names like Shyamal & Bhumika,Ritu Kumar,Anita Dongre,Studio Moghra,Nalli’s,Utsav etc. Dipali Shah, who opened Dipali Shah’s Haute Couture boutique in May this year, said her clientele is very specific and knows what they want. “People now want to wear designer casual brands for various occasions apart from weddings,” said the 33-year-old globe-trotting fashion designer, adding that in Ahmedabad there is growing trend of high tea parties, brunch and pool parties, pushing demand for designer casual wear.
Looking at the growing opportunity, Surat based textile company Nakshatra Group forayed into fashion industry in 2012 with its own ethnic wear label ‘Nakkashi’ and recently launched ‘Womaniya’ brand for casual evening wear.Most designers said the style of Prime Minister Narendra Modi had some impact in creating fashion awareness in Ahmedabad and other cities, along with a new cosmopolitan culture and coming of age of fashion-conscious younger generation. With the sudden and drastic change in the fashion industry in Gujarat, We must say that the style and fashion never goes out, It only grows and grows.