By Keerti Kataria
There is something about Fashion that intimidates people. It is an unexplainable sense of consciousness that translates into awkwardness, preceded by that second glance, an ambiguous remark, or just the fear of not being good enough.
In a city that still is vulnerable and nascent in its understanding of fashion, luxury and Kate Moss, we have passed quite a few important milestones. We’ve got centralized, de-centralized and now local fashion weeks, a DLF Emporio mall, ZARA and now the 4th Edition of Fashion’s Night out.
Popularly known as Vogue’s Fashion’s Night Out, this day is the brainchild of US Vogue’s editor, Anna Wintour. In a time when recession had switched all markets into silent mode, the lady introduced a theory that could single handedly spring the economy back into action; the shop-until-you-drop effect.
So on a select date in September of every year, 19 cities worldwide {including India} host this event. The idea is to encourage people to buy the latest trends full-price, or at a bare minimum discount, with the convenience of getting a much needed manicure {you wish} or boogying to the tunes of the in-store DJ. If you feel frivolous enough, indulge in some bubbly and get a stick-on tattoo. In some cities, the concept is a hit. People step out, meet TV celebrities and their favorite designers, drink a-few, dress a-few, and party the night away.
But when we talk fashion “New Delhi style”, things are different. Fashion, fun and freebies entail |
~ Women in their best from head to toe, lined up outside the discounted Pop up store, to get their hands on designer merchandise that they would never require on a normal day
~ Women in their best from head to toe, hoping to be spotted by a fashion photographer, or a wannabe street style blogger who swears your look is just fiii-yer-sse {Fierce}
~ Men, at their worst, hoping to spot models/ film stars/ the next round of free cocktails
~ Women in their best from head to toe, killing each other over VFNO exclusive T-shirts that they wouldn’t even give a second glance to, had they been out shopping otherwise
~ Women in their 40’s trying to act like they’re 20. Women in their 20’s trying to act like they own the world
~ Men, at their worst, hoping to get with a model/film star/girls who are ‘fashionable’- you get the point
~ Loads of free-flowing, unexcused drinks, leading to a lot of loose talk, loud talk and small talk
The shy, loyal customer still manages to get the best of this nightlong shopping spree, despite the trample of a huge circus, head spinning music and not very exciting customer engagements. The ‘Habitat for Humanity India Builds Campaign’ gets the proceeds from the charity donations as well. Although I do wonder, when will Indian fashion really step out? Do we actually get to see the work behind the display, and the story behind design?
I wait for the day women experience the intricate making of resham-work on their favourite Tarun Tahiliani saree, the LBD in its original form at a Chanel store, a contest to style the white shirt by Rajesh Pratap Singh and trying on a capsule collection of discounted, India-inspired Hermes scarves. Whatever the medium, Fashion is to be celebrated as a means to self-express, speak up or stand out. This city is a culmination of many cultures and so many people; it’s imperative for an event like this to credit that. ‘Champagne and canapes’ is a tried and tested case in point. For how long can brands lay out event after event of generic engagements without actually pushing the envelope?
Personally, I feel dressing is something that is much larger than art since it identifies people, their preferences, living conditions and demographic in an instant. You could be thrown into a completely different city, another time zone but you will find grounding, you will know where you are, because of sartorial sensibilities {or lack of them}. It is that one detail that we don’t acknowledge often, which might lead to the ambiguity in our sense of fashion. But the dilliwalla doesn’t conform to anything and there is no need to hold back when talking clothes!
Brands need to ‘India activate’, and inspire people to get the money flowing. It’s time ‘custom fit, tailor made and one-of-a-kind’ extends itself outside the plush showrooms of Louis Vuitton and Dior. These connotations should remind you of you, the one who’s dressing up, enjoying and expressing yourself in labels- not the other way round.
About the Author | Keerti is currently working as a Public Relations Executive for a fashion & luxury brand. The loves of her life are eating, traveling and
