The West’s invasion | fashion and trends | Hindustan Times
Today in New Delhi, India
Dec 04, 2016-Sunday
New Delhi
  • Humidity
  • Wind

The West’s invasion

fashion-and-trends Updated: Jan 01, 2011 19:14 IST
Aaron George
Aaron George
Hindustan Times
Highlight Story

If you like every other true-blue fashionista have wanted to stock your wardrobe with the uber chic prêt (ready to wear) trends seen on the runways of Milan, New York and Paris, and all without having to empty out your bank accounts, then Delhi’s your one stop shoppers’ paradise.

With a number of European and American designers setting up base in the Capital, the city’s fashion savvy have never had it better. On offer are the exact same trends and quality of the giant labels like Lanvin, Miu Miu, Pucci, Prada and even popular high street labels like H&M and Topshop at what is a fraction of the price. Even accessory designers, like jewellry label St Erasmus, which is a favourite of US First Lady Michelle Obama, have set up a base in Delhi.

“Many fabrics, forms of embroidery and prints are easily accessible to us here. This helps cut the production costs. And in turn ensures we don’t have to price our designs exorbitantly,” says French designer Mathieu Gugumus-Leguillon, who has previously worked in Paris for Lanvin, Yves Saint Laurent. The prices in the womenswear range between R5,000-R16,000, and retails from Ogaan in the Capital. On offer are clothes with a great play of panelling, draping and sharp silhouettes. Retailing here also means these designers have to somewhat change some aesthetics and even sizes to suit the Indian palette and body types.

“European and American sizes tend to be bigger so I had to rework a lot on the silhouettes for the Indian body shape. Also, in the West, bright colours are not as favoured as they are here,” says designer Alecca Carrano who started her epynomous label in New York before moving here. Her label offers stellar evening dresses at a maximum of R12,000. She has a store in Sunder Nagar and also retails from Ogaan.

Of course the Indian fashion fraternity, which is flourishing, also means that these designers face a lot of competition. But they appear to be unfazed. “A big reason why we do prêt is because people have enough options for couture with Indian designers. But the need is for a lot more options in designer wear for daily use too, ” adds Carrano.

“With so many Western designers setting base up here what we get as consumers are some great options and deals. It’s just

a to how Delhi is becoming a truly fashion savvy city like the Milans and New Yorks of the world,” says blogger and fashion writer Ambika Mutto. “It’s great. Just because I might not be able to spend a ton on international labels doesn’t mean I just have to stick to high street labels,” says college student, Anusheel Bhan.