it wouldn’t be wrong to say that we are more fashion conscious now than ever before. In India, it is Bollywood that sets the most impressive sartorial trends.
Indian designers’ maverick approach may be finding more takers now, but when it comes to the business of fashion, nothing sells like Bollywood. This influence is more prominent when it comes to Indian ethnic/festive wear.
Undoubtedly, an ensemble sported by a celebrity in a film has a wider reach than online portals that stock designer wear or street markets.
Who can forget the salwars made popular by Rani Mukerji’s character in Bunty Aur Babli? Or the chequered saris Deepika Padukone wore in Chennai Express? With Diwali around the corner, we take you through some recent instances where Bollywood actresses’ onscreen attires spawned ranges of festive wear (read: saris/salwars/lehengas).
Arjun Kapoor (left) and Alia Bhatt in 2 States
Film: 2 States
Lowdown: Not only did 2 States do well, but also a lot of portals made money by cashing in on a range of saris inspired by those worn by Alia Bhatt’s character in the movie. From the bright yellow sari with a double zari border in hues of pink and blue to the green sari with a chequered blouse, the sari collection inspired by the film has been a big hit.
Alia Bhatt in Humpty Sharma Ki Dulhania
Film: Humpty Sharma Ki Dulhania
Lowdown: Given that the film dwells on the lead actress’s desire to own a Kareena Kapoor lehenga, it should not be a surprise that post this film’s release, many versions of this famed red lehenga made their way on to fashion portals. Alia’s status as a youth icon is also said to have boosted sales.
Film: Singham Returns
Lowdown: The skirts that Kareena wears in this film are not ornate, but they fall under the ethnic chic category. Those who don’t want to go OTT with their bling this Diwali can choose similar skirts from the retail market.
Parineeti Chopra (left) and Aditya Roy Kapur in Daawat-e-Ishq
Lowdown: This Parineeti Chopra and Aditya Roy Kapur-starrer had food as its backdrop, but the clothing didn’t disappoint either, at least if the response to Parineeti’s salwar kameezes and her anarkalis was anything to go by. The spunky actress’s long anarkalis have been lapped up by fans with the same enthusiasm that she displayed while devouring kebabs as part of the film’s promotions.
Achint Kaur in Jamai Raja
On the idiot box
Shows on the small screen are known to feed a love for bling; more often than not, its actors are seen in garish jewellery and loud makeup. But as the rich, snooty mother-in-law in the TV show, Jamai Raja, Achint Kaur wears an impressive posse of saris paired with rather interesting blouse designs. Not surprisingly, viewers have received them well.
A still from Pakistani TV show, Yeh Shaadi Nahin Ho Sakti
Across the border
Much has been written about Pakistan’s lawn collections, but Indian TV audiences were introduced to it only recently thanks to popular shows such as Zindagi Gulzar Hai and Yeh Shaadi Nahin Ho Sakti.
Celebrity-endorsed outfits will always get a great response. On Pernia’s Pop-Up Shop, we have Celebrity Closet, a section dedicated to star appearances. With fans getting to dress up like their favourite stars, these outfits get instant popularity
— Pernia Qureshi, designer and fashion entrepreneur
Retailers have realised that Bollywood boasts of a high aspirational value. For me, imitation is the best form of flattery. That said, the world of online retail has sped things up; soon after a film releases, one can buy an outfit inspired by the lead character’s attire
— Neeta Lulla, fashion designer