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Indian tradition, Western luxury

Luxury brands are developing a grand love affair with ancient Indian costumes, traditions and practices. In focus are Ayurveda, colours and the sari. Samiran Saha reports.

business Updated: Mar 30, 2008 03:11 IST
Samiran Saha

Luxury brands are developing a grand love affair with ancient Indian costumes, traditions and practices. In focus are Ayurveda, colours and the sari.

“Saris are the most elegant wear that I have come across in India. My sister and I will, one day, make Missoni saris,” said Vittorio Missoni, chairman of Italian designer firm Missoni, at the conference.

From saris to the Ayurvedic tradition, the fashion gurus of the West eulogised India’s treasure trove.

“A huge wave called ayurveda has arrived in Europe and almost every woman there is studying it,” said Carlo Rivetti, chairman of Italy-based Sportswear Company.

The Rivetti family is one of the best known dynasties in the Italian textile panorama: it can count seven generations of entrepreneurs who have played an active role in the wool industry based around Biella since the mid 18th century.

“Brands are not only fashion. Ayurveda seems to be the right way to take India to the world,” Rivetti said.