Fashion has always been a big market for India, as traditional Indian designs are regarded as exotic, vibrant and elegant in western society. Bollywood makes it possible for many fashion designers to garner recognition in and out of the country; as many of them feature their collections in movies, on red carpets, and in photo shoots. Ritu Beri, Manish Malhotra, Sabyasachi Mukherjee, and Rocky S. are some of the predominantly successful fashion houses in India and Bollywood. Their fashion shows attract international retail markets, but Indians living out of the country seem to benefit most from these alliances. Recently, many European and American designers have set their sights directly on the subcontinent and hope to utilize the exotic look and Bollywood glamour in their collections! From Bulgari to Louis Vuitton, these haute couture designers are opening boutiques in Mumbai and Delhi, debuting their western collections for the South Asian consumer.
John Galliano, celebrated designer for French fashion house Christian Dior had credited India as his inspiration for his spring/summer collection of 2006. Dior took note of this and opened its first retail store in Delhi in that same spring. Galliano and Dior infused their clothes, handbags, and sunglasses with Indian concepts: phulkari, batik, and golden aari embroidery. Dior, hoping to stand out from the crowd in India has found rival luxury houses in Fendi, Dolce and Gabbana, and Tiffany; all of which have opened their own stores in Delhi and Mumbai in the last two years. Chanel put on quite a dazzling show when it premiered its stunning designs in October of 2005. It was a marvelous affair at Delhi’s Imperial Hotel, packed with celebrity guests and models from Paris.
India, being one of the world’s fastest growing economies, is fair game for the leading fashion houses. Gucci, Burberry, Hugo Boss, and Versace are all eyeing the prize that is South Asia’s fashion market. As foreign investments increase, and outsourcing escalates, the average salary for the worker has increased in the past few years. Analysts have also noted that people’s material needs have moved past basic necessities. They now reach for the latest in Western innovations and style and hope to emulate their admired celebrities. India’s wealthy families, who in the past have spent their incomes mainly on jewelry and luxury cars, also further this surge in high fashion. Even the middle class has become more aware of global fashion and luxury items, thereby facilitating this western invasion to the masses. Swiss watch company, Tag Heuer, has managed to successfully break into India’s market. It garnered a 40% growth in the last 3 years, thanks in part to sensational endorsements with Aishwarya Rai and Priyanka Chopra. French fashion giant Hermes looks to expand their business in China, Brazil and India in the coming years, and is followed by Tommy Hilfiger, who has teamed up with legendary shoemaker Jimmy Choo. The invasion of high-end fashion in India is also made possible by the construction boom. Malls and shopping plazas have been erected and claimed by mostly foreign enterprises.
Thanks in part to the churning out of pageant winners in the past decade, the luxury fashion world has acknowledged a significant potential in India. The subcontinent is the only country to have produced both Miss Universe and Miss World in the same year twice (1994 and 2000). This commendation has certainly helped place India on the fashion map in terms of designer influences. It is no trouble for celebrities to embrace this onslaught of foreign fashion, as they work in mostly overseas locals and get the first pick of designers inside and outside of Bollywood. Most of the first ladies and men of South Asian cinema can be seen on the front row during fashion week and many of them perpetuate such luxury.  With the coming together of a booming economy and entertainment exposure, India is ready for the western fashion advance!