In another proud moment for desi style, the turban is crowning the international fashion circuit these days. After international Sikh designer and model, Waris Ahluwalia, got featured in a Gap ad in November last year, deo makers Axe used a Sikh couple in their Make Love Not War campaign in February this year, featuring a turbaned Sikh. And now, it’s Jatinder Singh Durhailay who has become the face of luxury fashion house Louis Vuitton’s advert featuring monogrammed turbans.
Sikhs all over the world hail it as the time of the turban. Designer Mandira Wirk says, “It’s fantastic to see international brands using Sikh models. As a Sikh myself, I’m very excited and proud!”
Hollywood heartthrob Hugh Jackman also tweeted a picture of the look he donned for a cameo in the English TV series, The Kumars, in which he wore a Prime Minister Manmohan-esque turban. That’s not all. Turbaned models also walked the ramp for Jean Paul Gautier last year.
“Earlier, sardars were required only for character based roles. However, there is an increase in demand for Sikh models with a pagdi, beard and moustache. The number of ad films featuring Sardars has definetly increased,” says model coordinator Pranav Awasthi. Fashion stylist Sheltun Benjamin adds, “A lot of international designers are now using headscarves as turbans. Sikhs are definitely chic and full of character, and now for adverts, fashion shows and shoots, my clients ask me to include the pagdi to add more character.”