The first advertisements that have been released for the film MISSION ISTAANBUL have a unique insertion. It announces with prominence that Savile ROW the London based famous dress designers, whose dress fashion aspirants yearn for, has associated itself with this film. It would be for the first time that this icon in fashion at the international level has associated itself with a Hindi film. One does not know whether this kind of association exists for Hollywood films, and whether this association is a part of the pre-release bandwagon of a film.
It indeed is coming off age for the Indian film industry and is recognition about the fact that Indian audience has become style conscious and is warming up to dressing with a panache. This state has been arrived, thanks to the yeomen attention that is being paid to stylization in the films during the last decade, more so during the last five years. Was one to see the films of the yester years, Magan Bhai Dress walla used to be given credit for the costume design in most of the films. As a matter of fact the dress and stylization were not given much prominence in the films in the Indian context but for a Dev Anand who used to sport his own style. Even in case of female actors, the component of design was either looked after by the actor herself or her mother or other relatives. As a result, when Sadhna sported tight salwars in one of her films, it came to be branded as Sadhna style salwars. During the age when Amitabh Bachchan dominated as a star, it was Kachins, which was a brand, name associated with his clothing.
The absence of designer clothes had probably much more to do with the settings of the Indian films, which did not provide any scope for stylization. As the contexts started changing, and urbanesque themes started being projected the style gained eminence. Now virtually all the fashion designers, be it Raghvendra Rathore, or Reena Dhaka, or Manish Malhotra etc., all are working in close association with the Hindi film industry.
Now that MISSION ISTAANBUL has started a new trend our dress designers would get the same mileage and publicity through the posters and billboards of the films. A day would not be far off when a Manish Malhotra, or a Raghvendra Rathore would find their name being displayed on the posters of international films as well.