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Italian eyes on Indian fashion

It’s the first book on contemporary Indian fashion, and it’s been written by an Italian. Federico Rocca.

fashion and trends Updated: Apr 18, 2010 00:51 IST
Shweta Jain

It’s the first book on contemporary Indian fashion, and it’s been written by an Italian. Federico Rocca, 34, the editor of styleit.com (official website of magazines Italian Glamour and Italian Vanity Fair), took two years to write Contemporary Indian Fashion.

Rocca says the idea came from his Italian publisher, Damiani. “It was the right moment to talk about a new and unknown aspect of the Indian culture in Europe. I have a lot of friends working in India in the embroidery industry. The wonderful handcraft of this work has always impressed and seduced me.

”He worked on the book for two years and said it was not easy. “The Indian fashion scene is ever-changing and in a sort of endless mutation and evolution. It has been so difficult... like taking a picture of a train in motion...”A Delhi-based Italian journalist and an Indian embroidery expert helped on the book.

Rocca said he wanted to “discover Indian designers that could be interesting even for the European press, buyers and women.”He said designer Manish Arora is the most well known name in Europe, describing him as “exceptionally brilliant”. The book features senior designers like Rajesh Pratap Singh and Namrata Joshipura and up and coming designers like Prashant Verma.