India long way off from becoming fashion power: Rathi Vinay Jha

KODE PPC ANDA

India is a long way off from being recognised as a fashion power although its designers are showcasing their lines at top global ramp shows, says the head of the Fashion Design Council of India (FDCI).

Over the years, India has witnessed a slow but steady surge in the number of designers who have taken their clothes to the high-end fashion streets of London, Milan, Paris, Milan and Rome.

This year Manish Arora's 'Fish Fry' will swish down the Paris catwalks and Neeta Lulla and Pria Kataria Puri will flaunt their Autumn/Winter line at the Rome Fashion Week. India's flamboyant outfits have also dazzled the ramps in the Middle East and South Africa in recent years.

'The Indian fashion fraternity is definitely making headway in placing Indian designs on global runways,' FDCI director general Rathi Vijay Jha said, adding: 'But India still needs to go a long way to be recognised as a fashion power in the international arena.'

With FDCI focusing on serving as a platform for boosting the business of fashion rather than the pomp and glamour element, Jha said, there was a need to provide designers with technical skills and know-how about global market trends.

'There is a need to build capacity to support designers in terms of constant upgrades of technical skills, and global and specific market trends. While a few designers have large established businesses to ensure consistency and larger scales of production that the market requires, we need to support the younger professionals to make their mark,' she maintained.

Indian prints, needle and patchwork and traditional embellishments on skirts, jackets and other Western outfits have a huge demand globally.

Designers like Rohit Bal, Ranna Gill, Ritu Kumar and J.J. Valaya now have dedicated spaces in international fashion stores like Saks Fifth Avenue Dubai, if not at Bond Street or Sloane Square.

The industry has matured over the years to produce outfits incorporating the Indian spirit. Innovations with cuts and silhouettes have also crept in slowly as the trendsetters have stopped copying Western elements and aspire to take their clothes to the top fashion shows.

Jha felt participation of the designers in international fashion shows had helped them make a mark for themselves globally and establish a wider clientele base.

'Indian designers are making a foray at the international fashion weeks and are taking India beyond its borders,' she said. 'Showcasing their collections overseas helps Indian fashion, style and skills cross over to the global market place.

'Although the demand of fashion wear is very high amongst domestic buyers, yet participation at international shows plays an important role in widening the clientele base,' she added.

KODE PPC ANDA