It could be a first for a Hollywood superstar. Actress Natalie Portman proudly flaunts her Indian bridal finery in Mira Nair’s upcoming movie New York, I Love You. Eversince, desi box-office blockbusters took it among NRIs, Bollywood style, Indian fashion, has caught the fancy of fashionistas the world over. So much so that stores like the Walmart have even started clothing lines to cash in on the trend.
In the UK, Asda, a subsidiary of Walmart has introduced a line of Asian clothing to cater to the rising demand for ethnic Indian clothing. The range includes sequinned embellished suits, kurtas as well as dupattas, which have been created by a team of Indian designers. Walmart Canada too, introduced a line of Bollywood clothes last year.
“My neighbour loves wearing saris, even though she is super clumsy in carrying those,” says Neha Sharma, an NRI, who is in the city to enjoy the festive season. She adds: “I buy clothes from Janpath for all my friends, who belong to other nationalities. My foreigner friends just love these.”
The trend has also been noticed by ethnicwear brand BIBA. Siddhartha Bindra, director - BIBA says, that he see a significant increase in purchases by NRIs during the festive season, who account for sales worth 40-50 per cent more than their Indian counterparts. And a lot of these clothes eventually find their way in the wardrobes of foreigners.