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India hot hub for Milan fashion

The Italian fashion industry has found a new home in India..Nisha Kundnani reports.

fashion and trends Updated: Apr 26, 2007 18:20 IST

In Italy, nobody drives in the slow lane. So, it's no surprise that the Italian fashion brands are doing some high-speed driving in India. The Italian fashion industry is the primary engine of the Italian economy and markets.

China, Eastern Europe and India are becoming their prime target. Brands galore Gas and Plus IT opened shop in the city last week. Earlier it was Renato Balestra, Moschino, Valentino, Salvatore Ferragamo, Ermenegildo Zegna, Gianfranco Ferre, Trussardi and others which scrambled to make a retail presence here.

Even La Perla and Dolce & Gabbana are on the verge of picking up stakes in India.

India is clearly the market that world brands are looking at, agrees Vinod Nayar, president of the Indo-Italian Chambers of Commerce and Industry in India. "Sector India is of prime importance to Italians, it's the melting pot that every brand in the world is looking at," he says.

The Chamber has been involved in promoting Italian fashion. They have played a stellar role in introducing newer brands in the Indian industry .

They have hosted glamorous fashion events like Festas to attain widespread media coverage. "These ties have grown stronger by the day and the business relations between the two countries have increased tremendously . All this has happened because of the entry of Italian fashion into India," Nayar adds.

Fashion sensibility Italians are masters at manufacturing-their cuts, finishing and quality are supreme.

Sachdev, brand Charu ambassador for Moschino and Alberta Ferretti in India says, "In the field of luxury fashion they are pretty competitive and are always on the forefront when it comes to styling."

Sachdev who is also the Indian representative of the French brand Jean Paul Gautlier, says that the Italian brands have the same stature as their French and Americans counterparts in the world.

Be it food, fashion, music or films — their diverse culture is akin to India’s. "We are similar in many ways. For example Italians are also family oriented like we Indians are. They have a rich heritage where fashion is con cerned, we have a fas cinating history of crafts and ancient traditions," comments Sachdev. So appealing.

The influences of Italian fashion in India, don’t pertain only to the brands that have made an entry into our market. Over the years our designers have travelled to Milan to study fashion. Indian students learn the tricks of the trade from the land of the trendsetters.

" Italians have four fashion weeks in a year.. fashion is the backbone of their economy," says designer Nimita Rathod from Delhi, who went to the Domus Academy Milan, after completing , a course from National Institute of Design.

Another reason for the popularity of Italian fashion is their style quotient. They have an individual style, which attracts the Indian youth. "Today boys and girls want to look and feel Italian without actually being in that country," says Rathod.

First Published: Apr 25, 2007 13:14 IST