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  • Indian fashion has gone global
    n7 photography, Creative Commons (2015) ©
REPORT

How fashion is moving Indian pop culture beyond Bollywood

India’s love affair with western fashion began with savvy product placement in Bollywood movies in the ‘90s. But as tastes move beyond Bollywood, Indian actresses become more famous and fashion blogs become more popular, India’s fashion scene is becoming more prominent on both the big and little screen.

Location India

Scope
India’s Gen Y are mad for fashion. The availability of global brands in India has opened up the fashion industry to these youngsters in a way no one quite predicted. As covered in the first part of this double bill report, India’s Gen Y are avid consumers of western fashion brands. The pace at which they’ve appropriated the likes of Zara, Forever 21, and Mango is a testament to India’s ever-accelerating economy, and Gen Y’s desire for self-expression.

Increased by the influences of both Indian and worldwide celebrity culture, of social media and the cult of sharing, ...

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