Our desi designers may well be making a name in foreign shores but that seems to have had little effect on their most prized indigenous patrons, read Bollywood.
There was a time when our stars would make sure that they showcased their favourite desi designer outfits at all times possible. But of late an Akshay Kumar is only seen in Gucci or Armani, instead of a Rocky S, Kareena Kapoor has moved on from Manish Malhotra to Roberto Cavalli even during the filming of Ra.One, Malaika Arora has gone on an overdrive to pile on some more Versacé in her wardrobe and Aishwarya Rai has been sporting every international label besides her once favourite Neeta Lulla. So what lies beneath the sudden step-motherly treatment?
Says designer Komal Sahani, who has Sonakshi Sinha and Ameesha patel as part of her clientele, “International designers get more noticed because they have a larger platform. The reach of Indian designers might have shrunk but that doesn’t stop us from continuing the good work. I feel unlike in the 90’s when designers and actors worked hand-in-hand, the trend is changing.”
Accessibility to global labels is a key force driving this trend, as Kapil and Monika point out. “International labels are more accessible as compared to earlier and they put you in a different league altogether.”