[1]To lure women of today’s generation who are hooked on Western and Northern wear back to traditional silk saris, concept saris are being launched by a host of sari makers.
New concepts like pre-stitched saris, saris with matching mobile pouches, corporate pattus black and white saris, slim fit saris etc. are now available in stores to keep young girls interested in the six yards of material.
Though predominantly a Northern trend, concept saris are now being experimented by Southern silk sari houses too. “We started this concept sari theme about three years ago in our endeavour to promote the sari as a fashionable attire,” said Ms Jeyasree Ravi of Sri Palam Silks. Since then the firm has launched a host of concept saris with the latest being in UltrLite Fusion silk in the range of Rs4,000-Rs8,000.
“This sari fuses pure zari with silk cotton to create a garment that is ultra-light and comfortable to wear during summer along with being low maintenance,” she added.
Silk saris, available in a host of varieties and across a range of budgets, are now luring many South Indian women to get back to the good old traditional attire. “South Indian brides, who had taken a fascination for North Indian lehengas for wedding receptions, are now opting for lighter and brighter silk saris weaved exclusively with special motifs for their D-day,” said wedding planner Ms Preetha Rakesh adding that some even drew their own designs and got the saris weaved specially.
Brides apart, a host of young women holding top posts in multi-national companies stick to such modern silk saris while meeting international clients.
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[1] http://archive.asianage.com/26anujasarijpgcropdisplayjpg-060