With the end of the 20th century came the end of all the hype that has created a more practical and pragmatic environment and given a more stable image of the fashion business.
In the ’50s, ’60s and ’70s, the Indian fashion scene wasn’t exactly colorless. It was exciting, elegant and very elegant. There were no designers, models, stars or fashion design brands that the country could boast of. The value of a garment was judged by its style and fabric and not by who made it.
It was considered very stylish and fashionable to approach any unknown tailor, who could make a garment for a few rupees, providing the perfect fit, finish and style. The lady from high society who wore it was proud to have gotten a good deal and to have put her name on the final result.
In the 1960s, tight ‘kurtas’, ‘churidars’ and high hairstyles were all the rage among ladies. It was an era filled with mischief and celebration in the arts, music and film, manifested by the liberation from restriction and the acceptance of new types of materials such as plastic film and coated polyester fabric.
The 1970s witnessed an increase in the export of traditional materials both within and outside the country. Therefore, international fashion arrived in India long before the MTV culture with bold colors, flower prints and flared pants. Synthetics became fashionable and disco culture influenced the fashion scene.
It was in the early 1980s that the first fashion store ‘Ravissant’ opened in Mumbai. At the time, the garments were retailing for a four-figure price. The 80s was the age of self-awareness and American designers like Calvin Klein became popular. In India too, silhouettes became more masculine and the ‘salwar kameez’ was designed with shoulder pads.
With the evolution of designer stores in Mumbai, the culture of elegant fashion design was a trend among Indians along with its high prices. There is no doubt that a garment with a high price tag was in the lower stage of fashion. But customers adanafirmalarrehberi.com were immediately transformed into the fold of haute couture where they were convinced that the word ‘elegant fashion design culture’ meant that it had to command a higher price.
The garments sold for unbelievable prices only because the designers decided to get noticed by making eye-catching outfits and associating themselves with the right shows, celebrities, and events.
Later, the fashion shows changed to competitive events, each trying to outdo the other in theme, guest list, and media coverage. For any newcomer, the fashion business was the number one career art at the time.
In the 1990s, the last decade of the millennium, a movement towards drastic pairing with ethnic clothing returned (today, the ethnic clothing market in India is accounted for at Rs. 9 billion rupees). This led to decline and recession, the drive to sell at all costs and remain in the spotlight. With fierce competition and strong customer awareness, the inevitable happened. Price tags, once peaking, began their downward journey.