More and more heroines are turning to traditional Indian apparel on screen.
Just take a look at the bevy of bewitchingly presented leading ladies in J.P. Dutta's "LoC". Each one is presented in the traditional-classic style.
"And they all look so removed from their usual selves! We're so used to watching our heroines in Western clothes and attitudes that we've forgotten what they look like in native clothes - unless a Yash Chopra, Sanjay Leela Bhansali or J.P. Dutta comes along to revive the classic era of our cinema," says ad and feature film maker Arjun Sablok.
Aishwarya Rai too has left behind her days of Western chic in favour of a more Indian look. In her three releases in 2003 - "Dil Ka Rishta", "Kuch Na Kaho" and "Chokher Bali", she was dressed in saris.
Bipasha Basu played a conservative Muslim girl in Padmalaya's "Ishq Hai Tumse". Not even midriff-revealing costumes this time for the "Jism"-seductress, lest sections of the audience take umbrage to her habitual skin show.
Kareena Kapoor wowed all of New Delhi when she shot for Dharamesh Darshan's "Bewafaa" draped in a sari. "It felt...comfortable," she said.