Home > Featuring Now > Bridal Fashions Set to Earn Rs.50, 000 Crore this Season! | Vimla Patil

Bridal Fashions Set to Earn Rs.50, 000 Crore this Season! | Vimla Patil

Vimla-Weddingblog3Leading Indian fashion designers are gearing up for the coming wedding season of 2014 – 2015 when estimated sales will hit the unprecedented figure of Rs.50,000 crores!

This month onwards, as soon as the rains are over, many fashion weeks will open with great fanfare in Mumbai and other cities to bring together some of India’s most successful designers of wedding wear and jewellery. The face of this opulent show are some of the top stars of Bollywood!

As soon as the Monsoon rains are over, brides all over India anxiously wait to try on their wedding lehengas or sarees created by a plethora of designers. The 2014 – 2015 wedding season – which will begin with Dussera in October and will open with events called the Bridal Fashion Weeks with Bollywood stars as its faces – promises to be one of the highest money-raking seasons in recent years with expected sales of Rs. 50,000 crores! To add to this nuptial spending spree, the weddings of high society families and Bollywood stars are slated to happen in the coming year. The news is that the buzz in the wedding fashion market is already loud and clear.

The very concept of an Indian wedding is ornate, opulent and rich in every way. This truly gives the designer a big palate of colours and textures and he/she goes to town to please the bride for whom her wedding day is certainly the most important day of her life.

Brides are waiting

Vimla-Weddingblog2This season’s brides are waiting for events and shows which will predict colours, lines and embellishments which designers plan to use for bridal collections this season. In the past, such events for instance Anjalee and Arjun Kapoor, have been shown a fantasy line with Mallika Sherawat showing off their best. Rocky S, Vikarm Phadnis, Bhairavi Jaikishan and Adarsh Gill are other designers who presented their opulent creations. Queenie showcased her fine jewellery. Jona by Jyotsna Tiwari and Pallavi Jaikishan presented a collection which was the highlight of the show. Top designers like Falguni and Shane Peacock, Neeta Lulla and finally, the king of wedding wear, Tarun Tahiliani, showed previous season’s best bridal wear.  Now they are busy designing their collections for the coming season.

Most of India’s weddings take place in two seasons. One begins with late April with the festival of Akshay Tritiya and the other begins with Dussera in October. Only the Monsoon is avoided by the families of the bride and groom for obvious reasons.

“Bridal collections are a huge part of the Indian fashion industry,” says the Fashion Design Council of India. “In fact Indian fashion is sometimes equal to bridal wear. Every young girl in India – from every social class – dreams of her big day with the saree or lehenga she will wear.”

“Every Indian family does its biggest clothes shopping at the time of a family wedding and they spare no pains to please the bridal couple with the best ensemble they can afford. With  Bollywood and television showing opulent weddings, much of the regionalism of weddings has vanished and all brides want the sangeet, the mehendi, the huldi and the wedding with the reception in the same manner as shown in the media.

Vimla-Weddingblog1“For the same reason, the clientele for bridal fashion has become global now with Indian designers creating outfits for affluent Indian diaspora living in various countries. The bridal wear market has thus become the foundation of the Indian fashion industry and the money it brings to designers is huge. The profits are so good that designers are tempted to make wedding-wear their main business especially during the current recession. A wedding saree or lehenga can cost anything between Rs.2 lakh to Rs. 30 lakh and designers cater to the segment they choose. Their couture shows are full of bridal wear which shows their preference for making it the mainstay of their business.”

Recognising this strange unification of the bridal market, a comedy named Blame it on Yashraj has been presented in India’s theatres over the last few years to cheering audiences. This extravaganza proves that all regional customs, costumes and even feasts for weddings have gone through an eclipse after the super success ‘wedding’ films made by Yashraj Films. The bridal outfits are based on Punjabi or Rajasthani lines and the feasts include all cuisines.

“In Western countries, fashion is not limited to weddings,” says Alika Bindra, a successful stylist. “In most Western or even Hollywood shows, the emphasis is on the cut, the fit and the style. Most brides wear the white traditional gown with minimal embellishments however, social life in Western high society is so rich and fashion-conscious that designers create clothes for special women for special occasions.”

Vimla-WeddingblogHere in India, designers are known for the wedding ensembles they have created for Bollywood stars, society women or daughters of affluent families. For example, Abu Jani and Sandeep Khosla designed the saree for Twinkle Khanna. Shilpa Shetty wore a Tarun Tahiliani outfit at her much publicised wedding. Manish Malhotra is known for his lehengas and sarees for many famous brides. But in the West, only the gown of Kate Middleton, designed by Sarah Burton for Alexander McQueen, received good media attention.

The Western bride is comparatively simply dressed whereas Indian brides are loaded with gold work and jewellery. The very concept of an Indian wedding is ornate, opulent and rich in every way. This truly gives the designer a big palate of colours and textures and he/she goes to town to please the bride for whom her wedding day is certainly the most important day of her life. No wonder then that leading Indian designers earn between 50 to 70 per cent of their income from bridal collections. In India, top designers like Manish Malhotra, Neeta Lulla, Anand Kabra, Sabyasachi Mukherjee, Abu Jani and Sandeep Khosla, J J Valaya, Tarun Tahiliani, Ritu Kumar, Nikhil & Shantanu and others have regular shows of bridal wear during the couture weeks through the year. In fact all designers consider their bridal-wear collections as the mainstay of their business. This trend is peculiar to India where the wedding market is huge and involves big money.

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