15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 1/15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 2/15
Fashion is an outcome of culture. Culture iseverything that the members of a societycreates based on its economic, political, andsocial system. For example, fashion during theMiddle Ages reflected societal sentiments at thetime –individuals covered most parts of theirbody during the this period when sexualfreedom was extremely repressed and peoplewere extremely religious.The economy and technology are alsoimportant parts of fashion. As an example,during the late middle ages, the primaryindustry was the textile sector and England'swool was its single most important export.During this time the main fabrics used forclothing were natural fibers, such as wool and
linen. With the advancement of technology,more diverse types of fibers are now used.
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 3/15
Fashion is a general term for a popular style or
practice .
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 4/15
In the globalised era, the apparel and accessory segment in India, likemany other traditional product segments, is undergoing anoutstanding change of perception. While it continues to enjoy theposition of being an enhancer of beauty, the new-age consumerperceives fashion as a must, manifesting the wearer’s attitude,personality and lifestyle.Fashion is now an important new sales driver in India, and domestic andinternational brands are scrambling to adjust their designs to cater tothe Indian market. A host of variables - the buying occasion, the
wearing occasion, the economic strata of the target segment and theeffect of regional and religious influences on all of them are now being juggled to find the winning mix.
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 5/15
With mounting western influence, and a focus on revival of traditionalIndian fashion elements, diversity in India sees new faces. The Indianfashion stage is a reflection of deep cultural influences, the consumershift in the new economic scenario, and changing social perceptions. Itindicates the birth of new and distinct target groups that ride onvarious influences to set new trends. Understanding these influencersand the various target group characteristics are key to setting foot inthe Indian fashion industry.
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 6/15
• Social, economic and political conditions prevalent.•
Climate and environment• Fabric, resources and technology.• Costumes worn by the rich and the famous people.• Historical events and civilization.•
Creation of skilled people.• Media and its influence.• Mind set and life style of consumers.• Intermingling of culture.
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 7/15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 8/15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 9/15
• By the Aryan period, women wore one very long piece of cloth called asari that they wrapped around themselves in different ways. The wordsari came from a Sanskrit word that just means cloth. Saris got theirfirst mention in Vedas, about 600 BC.Rich women wore silk sari andsimilarly poor wore cotton sari..• There were various ways to drape a sari. Generally it was worn like askirt with the end thrown on the upper part of the body in various ways.• Some working class women wore sari through their legs in kaccha
style• Generally sari used to be 5 to 6 yard long but some were 9 yards long.• Younger women preferred bright colors.
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 10/15
• Kaccha style antariya was developed for women and men whichlatter turned in dhoti for men and a prominent garment.• Robes of women completely covered the shoulders and and wore a
knot on the crown,and let the rest of the hair hang from the head
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 11/15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 12/15
antariya first wore in kachcha style, the longer endof the threeyard long material was then wrapped around like a short lehnga .Acommon form was a skimpy antariya made of cheap linen worn mainlyby lower classes . Normally the nobility wore the ankle-lengthantariya and women of high rank, attendant usually wore the shorterform.But in all cases it was tiedunder the navel and supported by the hip bones. The skirt,bhairnivasani , evolved from the antariya which when stitched on oneside became tabular and was worn gathered together at the waist.
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 13/15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 14/15
7/30/2019 Scenario of Indian Costumes
http://slidepdf.com/reader/full/scenario-of-indian-costumes 15/15
