Four designers on how Indian weddings remain relevant in the pandemic
In India, weddings are like a festival. Once the dates are set it becomes a sort of frenzy, with family members rushing feverishly from shop to shop, making sure their outfits are ready, the bridal trousseau is decided and the groom’s clothes are on. are chosen.
This tornado has been rocking the country’s wedding industry for many years now. And it will continue to thrive – through a pandemic and beyond.
And to make the wedding planning process smoother – compared to having everything available on a set – the Vogue 2021 Wedding Show, a special virtual edition of the luxury wedding fair, returns this year for its eighth edition. The exhibition, which ends on August 31, offers an exclusive opportunity to find the perfect lehenga, jewelry and wedding decoration.
Indianexpress.com contacted four designers who are showcasing their collections this year, gathering information on the creative process, the impact of the pandemic and whether they think weddings in India have declined.
Durability in marriages
Designer Rahul Mishra, whose “collection was inspired by self-sustaining natural ecosystems, Mughal architecture and the different ways nature is represented in our local art forms,” said the pieces are meant to be versatile and independent of trends, so they will last in someone’s wardrobe for seasons to come.
“Although clothing represents a large share of the Indian wedding market, spending on clothing typically only accounted for 5-10% of the total cost of a wedding. Despite the downsizing of events and more exclusive guest lists, the urge to dress up has remained unchanged. People were ready to invest in casual clothing, with a renewed outlook towards sustainable fashion, ”he said, adding that the wedding festivities in India had not abated in emotion:“ There are more. tendency to support local businesses. It’s time for consumers to understand that an investment in clothing that carries values of durability and human touch will remain more relevant than what is dictated by fleeting trends.
Duo of designers approved Shantanu & Nikhil. According to them, weddings have become more personal, as the bride and groom have had to curb their dreams in light of the current situation. “There is this natural desire to compensate for that through their sets. Whether it’s the bride and groom or an attendee, they all seek out timeless pieces with unique details and a sense of contemporary ease, ”they said.
This year, the designers presented their “Ceremonial Edit” which incorporated “an ivory color palette and asymmetrical curtains to make them ideal all-day wedding ensembles.” “Ceremonial Couture showcased our latest neo-bandhgalas, sherwanis, draped kurtas, lehengas and anarkali dresses reinterpreted in soft textures and modern silhouettes. The collection is an apt representation of today’s millennial bride and groom – playful, spontaneous, poised and confident.
Ace designer Tarun Tahiliani felt that brides today look at the quality of the craftsmanship, as there is no pressure to be on stage, and the ensembles are seen much closer either by an intimate crowd, or virtually on Zoom calls. . “In India, tailoring has always been focused on weddings, and brides generally have two strong trends that have prevailed over time: traditional reds and soft pastel hues. With the second wave of the pandemic, seasonal collections are less important, ”he said. indianexpress.com.
Tahiliani’s collections are designed keeping in mind both traditional trends and new trends. “Persian jaali in monuments has always been a great inspiration to me, and I like to find ways to incorporate it into my design work. This season I have used 3-4 tone laser cut jaalis on light silk, accented with Kasab and Kundan and the use of precision cut gota, not only to ensure the sumptuousness of these techniques, but also to maintaining the lightness in the final garment… For the wedding of the day and other functions, we presented a fun range of pastels and metallics. The silhouettes that make up the collection include light lehengas, shararas, peplum blouses, concept sarees, newly structured curtains and Anarkalis.
“Using a unique fusion of Ari, Kasab and Chikan on our iconic hand painted prints, there is an infusion of looms such as Chanderi squares and stripes and unique Kanjivaram weaves with Bandhani.”
According to Jade de Monica & Karishma, as the pandemic has changed the nature of weddings, “Indian weddings are beautiful and opulent by their very nature”. “Whether it’s a grandiose setting or an intimate affair. Although intimate weddings are now the norm, they are no less beautiful, special and glamorous.
The designers said that when it comes to pandemic weddings and the keychain, an “EkTaar lehenga” is a must-have. “It’s so beautiful, unique and versatile. We have asked brides to wear the same lehenga for different ceremonies, creating completely unique looks by simply changing up blouse or style. It’s the best way to keep your keychain looking and luxurious, ”they shared.
Present sewing on a virtual platform
Just like many other things, the pandemic has also taken away the privacy of physically going to an exhibit and smelling a tissue before making the purchase. Does it bother designers that families miss out on this experience?
“Wedding shopping is such an intimate and emotional experience. It’s like a dream come true for the bride and her family. And the only limitation of going virtual is that our customers fail to create these precious memories, ”said designers Monica & Karishma.
Mishra agreed and said that while digital presentation adds “a new dimension to the art of presenting a collection, and will certainly find its relevance in a post-pandemic world,” it cannot replace physical fashion shows. “They have proven to be an effective replacement temporarily and carry a certain luster and glamor of fashion week, I will be eager to see how digital presentation evolves over time and perhaps continues to prevail alongside fashion shows. physical beyond the pandemic. “
Shantanu & Nikhil said that there are always “two sides of the coin”. “Going digital democratizes fashion because it is more engaging and has a larger audience reach. But then, because of the new normal, we are dependent on technology. So overall it’s a new shift in perspective but one that also pushes us to step out of our comfort zone.
In this digital world, we will miss the “charm of seeing something in person”, Tahiliani said. “… From the complexity of the craftsmanship to the appearance of the garment on the body… The world, however, is constantly changing, and we will have to change over time. Digital is definitely the way to go and we are collectively working on how to deliver a different experience through the different active platforms that we have, like our website, Instagram or Facebook for that matter.
As for the future of the Indian wedding market, designers Monica & Karishma said: “Brides are more and more aware of what they want. The preference for unique, modern, but rooted in heritage sets is on the rise. We would like to see a growing love for modern handcrafted sets!
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