December 21, 2009 7:19:44 PM IST Enkayaar, Bollywood Trade News Network
Continuing with our feature decade in analysis, today's column would like to throw some light in the manner in which fashion industry has evolved and fed upon the world of cinema. From this perspective Hindi cinema indeed would be a unique place, where fashion industry thrives on and is now literally become a creeper of the Hindi cinema. This trend has become a fault line for the decade so to say. Here is an analysis of the same.
Fashion and Films: Gravitating towards each other
When Indian fashion made its debut, it was more of an elitist prerogative, as the common man did not find any reference in the scores of fashion shows that were performed in score of platforms. Fashion industry however came to realize that it would not be able to make its mark if it did not expand its ambit and included common man within its ambit, and there could not have been a better way than through the film stars to do the calls for the fashion. The industry was also facilitated by the fact that the fashion models were graduating towards the film and they were paving the way for the fashion industry to leverage on the advantages of film industry.
If we throw the spotlight back on JO JEETA WOHI SIKANDER it was probably the first film that brought out in distinct relief the notions of contrast that exists between the common men the elite as far as fashion was concerned. Among the initial migrations from the fashion industry to the world of films, the names, which can be sighted, include Milind Soman, Aishwarya Rai, Sushmita Sen, and Arjun Rampal etc. It is altogether a different matter that the male models took quite a long time to make their mark as compared to their female counterparts.
The real convergence of fashion and films in fact began when Sandeep and Abu Jani decided to rope in Amitabh Bachchan and his family along with Dimple Kapadia to model for their couture. Since then, it has become a regular affair and the participation in these shows has increased by including near and dear ones of the Big B family.
Another watershed in convergence of fashion and films was achieved when Manish Malhotra decided to come down from his haloed portal to design for the film stars and he made huge impressions in his very first attempt through BUNTY AUR BABLI. In fact the kurtis that have become a hallmark of today's fashion among the women was in a way contributed by Manish Malhotra through BUNTY AUR BABLI.
Even then the film stars still shied away from participating in the fashion shows. The trend of participation in the fashion show evolved in a big manner during last two years when film stars threw all the caution to the winds and literally pushed the models to the background and started doing the cat walks. Sushmita Sen led the pack with aplomb and she even introduced her daughter through these catwalks. Convergence between fashion industry and the films also gathered pace when directors like Karan Johar took the lead in designing the clothes for the films and also stepped into the arena of fashion shows as well.
The consciousness about fashion has grown over the years in India owing the disposable income, the change in population profile of the country, the exposure through diverse forms of media channels and the initiatives taken by the film stars to appear fashionable in the roles that they enacted.
The convergence between fashion industry and the film industry has been owing to the realization that the outreach that a film star has in terms of universalizing a trend through his films cannot be matched by any fashion shows. After all, at the end of the day everybody is in the market to make money, and if the film star facilitates it, so be it.
The next decade is indeed going to be interesting as far as fashion and films is concerned, as two distinct camps are appearing, one which is led by Salman Khan and the other led by Shah Rukh Khan and his ilk. Indian fashion, to sum it up, has graduated from a larva to a pupa stage owing to the synergy that it has produced by aligning its fortunes with the Hindi films. Next decade indeed would be an interesting time.