Changing face of Indian fashion in "Bollywood"

Move over ethnic sarees, move in sleek designer tops, jeans and frocks. This is a sure indication of the evolving tastes of the Indian consumer over the past two decades, and the Hindi film industry, popularly known as "Bollywood", has been quick to latch onto the latest trends that make the multi million-dollar fashion industry an integral part of the film industry. Glamour has become an essential part of the film industry today, where looks sell as much, if not more than talent.

There was a time, in the not so distant past, when essentially glamorous women like Helen, Zeenat Amman, or Parveen Babi, were considered the 'rebels', in an industry which mostly portrayed women as being virtuous, decked mainly in sarees and salwar kameezes, and this was the norm for a large part in the 70s, leading into the 80s. With the coming in of heroines like Sridevi and Madhuri Dixit, in the latter half of the 80s and the early 90s, women were being portrayed in more bold roles, and their wardrobe also started becoming more modern, and glamorous. Designer wear started making an entry into Bollywood towards the mid 90s, and it's influence is bigger than ever today. This is also, in a way, indicative of the evolving tastes of the Indian consumer, who is becoming more cosmopolitan in his outlook, and appreciative of Western trends of dressing as well. Today, the likes of Priyanka Chopra, Kareena Kapoor or Katrina Kaif are given equal recognition, whether they're dressed in a saree, or in the latest designer frocks and jeans, and not frowned upon. In an era where the fashion industry is growing at a rapid pace, and with the liberalization of the Indian ecomomy allowing the entry of a number of foreign brands, the consumer is treated to a wider variety of choices. Fashion designers like Manish Malhotra and Tarun Tahiliani have become household names in Bollywood, with both the top heros and heroines of today flaunting costumes designed by them in their films.

The top film stars also become fashion icons for millions of youth, with their outfits becoming the flavour of the season, and indicative of the attitudes and aspirations of millions of young Indians. With the youth forming a majority of the population, and their levels of affluence rising, designer wear is here to stay, in a big way, and Bollywood is indicative of this fact.