|
Eastward on the fashion trail
The
fashion scene in the North East is booming and helping to
change the perception of the fashion industry in the metros,
reports Saswati Kaushik
Wrap-around skirts, accessorised with an off-shoulder
top and bead jewellery, may still be a ‘fashion statement’
and a ‘sign of the rebel’ in many parts of India but
for the people of North East India, these items have formed
a part of their traditional wardrobe since ages. The modern
day wrap-around skirt draws its inspiration from, among other
sources, the traditional costumes of women of various tribes
in the region. Beads and other funky jewellery were traditionally
used by the people living even in the remote hills of the region.
And today, even in the modern fashion scenario the North East
is making news. So, what explains that the region is seeing
a ‘fashion boom’ only now? Dipankar Dutta, of CEC
? however, begs to differ, “Shillong was adjusted the second
most fashionable city in the country 15 years ago by a India
Today magazine survey. International bands like ‘Michael
Learns to Rock’ and ‘Air Supply’ give many metros
the miss to perform in Shillong. It’s just that the region
is more visible in the conventional sense now.”
He should know. For he was behind the successful Assam Bangkok
Fashion Week, ‘Parampara’, held early this year in
the Thai capital to showcase the fabrics and designs of the
region. His group has been organising a ‘Assam Fashion
Week’ annually. The enthusiastic response the event has
been generating speaks volumes for popularity of fashion-related
shows in Assam. As Dutta points out, “We can now watch
a fashion show in Paris or Milan live sitting in our homes.
Similarly, activities in the fashion industry in the region
are also getting reported more widely.”
On the experience of the fashion show in Bangkok,
Dutta recalls, “The show was a major success as the designers
of the region mixed home-grown fabrics and patterns with westernised
cuts and designs.” Though the show was on a non-commercial
basis and no sale was undertaken, it fetched a few orders
for the Assamese fabrics from the Thai audience. “The
commercial aspect has to be dealt at the official level; our
aim was to showcase the fabric, pattern and design of the
region in accordance with global demand,” he says.
Accommodating the new age look in exclusive fabrics of the
region, with its indigenous patterns and designs, seems to
be the new formula for hitting the bull’s eye in the
fashion market of the designers of the region. Be it the ‘gamocha’
(traditional towel) featured as a skirt on a leading magazine’s
cover or the models flaunting western dresses with North Eastern
fabrics in Bangkok, the North East is in the news.
Young designer Julie Sharma adds, “We are getting more
openings now. The people in other parts of the country used
to associate the North East with jungles, rhinos and Mongoloid
featured looks. But perceptions are changing fast for the
better.” Dutta’s wife Arunima, a ‘Mrs India
World’ runner up, affirms that the fashion industry in
the metros had wrong notions about the the North East till
a few years back.
“However, things have undergone a tremendous change and
the ‘Look East’ policy has also added to the interest
in all aspects of the region ” Dutta hastens to add.
To add to the success story is the growing popularity of models
of the region, not only within the country but also internationally
too. From Monikangkana Dutta walking the international ramp
to other beauties winning top honours in model hunts, the
region features in the fashion map of the country. Old favourites
like Dipannita Sharma and Tora Khasgir continue to inspire
new generations. While Dipannita became a popular name with
her stint on the small as well as silver screen, a former
Gladrags mega model Tora went on to win the Best Asian-Model
of the World, 2002, title at an international beauty pageant
in Beirut. She also played striking cameo roles in movies
like Pyar Mein Kabhi Kabhi and Dillagi.
Parental attitude is changing too. Unlike in the past when
a daughter appearing on the cover page of a magazine made
them apprehensive because of the ‘ loss of reputation’
today they are seen encouraging their wards to take up modelling
as a career. Photographer Manoj Deka, associated with the
field for more than a decade, observes a sea change in confidence
of the local girls while facing the camera. “Earlier,
girls preferred traditional attires and a subdued look. Today
they are at ease posing in bold western outfits. Even the
traditional dresses are worn in newer way.”
Not just the youth, the region now has a number of popular
annual contests for married couples and women. Even the make-up
and hair dressing competitions are tremendously popular as
winning one easy recognition to the new entrants. Says aspiring
model Anita, “We see the latest outfits on the television
regularly. It not only teaches us to dress more elegantly
but also gives us the impetus to carry ourselves with more
confidence.” Her friend Dhruba, another young aspirant
waiting in the wings to make it big in the fashion scene,
adds, “Boys are also looking towards modelling career,
a good choice what with the current unemployment scenario.
If I can earn a respectable living by modelling, why not?”
The element of ‘respect’, perhaps explains the
latest boom in the fashion scene here. As Dutta says, “People
used to view people in the fashion industry rather askance
but now they have realised that the world of fashion is not
‘flesh show’. Success of the local girls have also
opened new door and enlightened them on how the industry works.
”
As the region basks in the ‘fashion boom’, the mantra
for the people of the region could well be the tag line of
a popular celluloid style show, ‘Keep it stylish’.
|
