Indian Fashion becomming a niche in American Culture!

Indian economy has prospered during the last 5 years. It is now recognized as a global player in the information technology industry, developing and exporting software as well as software professionals. However, India has another fast growing export – Indian clothes.

Asian Indian fashion has found a niche in popular American culture. After Liv Tyler was featured adorning mehndi in a popular magazine, just about everything Asian Indian became popular. It suddenly became chic for Americans to wear a sari, adorn a bindi or wear mehndi. The traditional dress of India is influencing western fashion in a big way. The result: easy, soft, summer clothes – flowing skirts, charming camisoles and exotic sandals – made with beautiful rich sari trims, swirling prints, intricate embroidery and charka symbols. Apart from celebrities embellishing Indian clothes, a major reason for this growing influence is the rapid expansion of Indian community in America. According to American Community Survey of the U.S. Census Bureau, Indians have become the second largest Asian community after Chinese who have shown a growth rate of 38% in the last few years. California and New York are 2 major cities where one can find a large Indian population. And these two cities are also among the major fashion hubs of USA. So popularity of Indian clothes among Americans is inevitable.

Saris, with their golden threads, intricate embroidery and innate romance have always attracted Westerners. Supermodel Naomi Campbell wore a sari at the MTV Music Awards, and Goldie Hawn, a great fan of India, often wears saris to social events.  Sari stores thrive in many Indian enclaves in America. Among the largest is India Sari Palace in New York, with a vast inventory from India. Many communities, such as the Gujarati, wear mostly saris, and so there is a constant demand in America. Just looking at the stores in Little India’s across America indicates that sari is thriving. In the 60s, many women were reluctant to wear saris in the US, afraid they would stand out. But in multicultural America in the 90s there seems to be a new pride in one’s roots. Designers have revitalized this centuries old Indian wear to give it a new and trendy look. Georgette and net sari’s with heavy thread work sell like hot cakes as they appeal a lot to the younger generation.

Another Indian wear which is becoming increasing fashionable in America is the Kurti (shorter form of kurta, usually up to the hips, worn by girls over a skirt or pants). Kurti’s have become such a rage that they can even be found in big stores like Macy’s, JCPenny, Kohls etc. Techniques such as block printing, cross-stitch, kantha work; beadwork and mirror work on Kurti’s is appreciated a lot by Americans/ NRI’s.

Americans are always fascinated by the intricate work done by hand on Indian clothes and that’s the reason why woolen shawls, stoles and scarves are a lot in vogue. The main reason for the popularity of woolen stoles might be because they can be worn on any dress, be it a traditional Indian suit, a sari or a western outfit.

Every American city nowadays has a ‘Little India’ which caters mainly to the needs of Indian population right from groceries to clothes. These markets would be the best bet to find the latest clothes. Besides such markets there might be some exclusive boutiques which could help personalize outfits depending on one’s choice. Information about such boutiques should be easily available on internet. Indianisation of fashion in America is growing at a rapid pace as the world is becoming increasingly fascinated by our clothes. It might not be a surprise if a few years later the Indian attire is well accepted as a graceful executive wear in USA.