Fashion in the air

Did you check out the latest airport look in India?

Well, for some celebrities, its a very important question. The reason is very clear – Airports have always been the most sophisticated public place. Its huge, its updated, its secured & its all about the experience. Everyday, one can spot paparazzi at the airport waiting for a fashionova to shine.

Today, as we speak about airport looks of celebrities, how many of us do remember the fashionovas in the sky. We obviously mean the crew members of the various airlines – who spend hours in the flight looking after the comfort of their passenger guests. Its noteworthy that these crew members make the most shining brand ambassadors of the airlines. They are infact the perfect embodiment of the airlines values and culture.

Fashion in the airline industry is not a new concept. Airlines have been betting on it for years to create a distinct identity and attract flyers. The first ever uniform designed for any commercial airline crew dates back to the year 1922 by the British carrier Instone Airline. 

Since then, many designers took up the challenge of deigning the uniforms of various airlines included names like Adolfo, Cristóbal Balenciaga, Pierre Balmain, Bill Blass, Pierre Cardin, Oleg Cassini, André Courrèges, Christian Dior, Halston, Edith Head, Stan Herman, Macario Jimén, Vivienne Westwood, Ozwald Boateng & Simon Jersey.

When Air India introduced its trademark sari for air hostesses in the 1960s, it was a way to advertise India as an exotic destination. The perfectly pleated sari became a sort of symbol for the East, projecting a well-groomed and hospitable image of India to global travellers. Fashion Designer Ritu Beri redesigned the Air India uniforms in 2007.

Indeed, the ensembles of each of these airlines clearly speak to the appeal of the brand. While SpiceJet pops in reds & blacks for a bold and vivacious feel, the cool and professional chic of Indigo comes alive in shades of blue. The global sophistication of Vistara finds expression in purple and gold, a palette that seeks to set it apart from low-cost carriers. Amidst these, Akasa is looking to create its space in the skies with the warmth and glow of orange.

The Akasa Air uniforms created by Delhi-based fashion designer Rajesh Pratap Singh, the look essays comfort and originality with a bandhgala-style jacket reimagined in a futuristic avatar. The crew sports cushioned black and white sneakers with orange laces, designed by Vanilla Moon. It’s a rare sighting in airline uniforms and one that is believed to be speaking directly to the brand’s ethos – easy, playful, and fun. Akasa is also highlighting its focus on sustainability through the outfits.

Internationally, In some cases, airline fashion has even been elevated to cult status – like the famous ‘Singapore Girl’. Singapore Airlines’ sarong kebaya outfit for female flight attendants was designed by haute couturier Pierre Balmain back in 1968. The timeless attire made with Asian batik print has stayed the same ever since – including the patterns and fabric. What’s more, each piece is tailor-made for the specific crew member, a tradition that has been alive for over 50 years. The ‘Singapore Girl’ is even immortalised at Madame Tussauds.

This synergy between cockpit and couture has always flown high. From the glamorous makeover of Virgin Atlantic by Dame Vivienne Westwood in 2014 to Air France’s longstanding collaborations with French designers, including Balenciaga, Dior and most recently Christian Lacroix. And it’s an interesting playground for designers.

Obviously, we can see the sky is not the limit for our Indian designers and they will keep spreading fashion in the air.

First Fashion Photographer in India

Fashion gets the speed of fire when it takes the visual route. If people do not see the new trend, how can fashion grow in the society and move to innovation? The best possible way of spreading the word of mouth about fashion is through fashion journalism – of course fashion photography. So, a lot of credit goes to the fashion photographers in our country.

In the times, when everyone carries a digital camera in their mobile handsets – its hard to believe that there was a time when people were literally scared of getting clicked. Thanks to the strong flash light attached to the heavy camera (of old times when it was not handheld) innocent people believed that the camera can actually suck few moments of their life if it shoots them . The camera was a life-reducing machine – that was the word on the street. In a country with that myth, it took some time when people got friendly with the camera.

But do you wonder who was the first known fashion photographer from India?

Looking for success in the field of copywriter, Prabuddha Dasgupta from Kolkata turned out to be the first photographer in India to do a formal photoshoot for a fashion brand. 

 

Prabuddha Dasgupta was a self-taught photographer who grew up in the cultural chaos of post-colonial India. Although he studied to be a historian, he started his career as a copywriter before turning to photography. In 1996, Prabuddha Dasgupta’s controversial collection of portraits and nudes of urban Indian women titled Women (Viking Books) was published, with the intent of reinstating the nude to its rightful place in the Indian cultural discourse.

In the decade that followed, Prabuddha pursued a variety of photographic projects, unapologetically straddling the two worlds of commissioned and artistic work. He brought a bold, individualistic sensibility that very quickly placed him in the ranks of major photographic talent in the country.

He shot the memorable and controversial ad with Milind Soman & Madhu Sapre for TUFF Shoes. Yes, the one with the snake around their bodies.

 

His work is in the collections of many individuals and institutions, like the Museo Ken Damy, Brescia, Italy, and Galleria Carla Sozzani, Milan, Italy. Prabuddha passed away on the 12th of August, 2012. Since, the Estate of Prabuddha Dasgupta has organised a retrospective exhibition of his work at the National Gallery of Modern Art, New Delhi, in September 2015, and published Prabuddha Dasgupta: 1956 - 2012, a book of selected images from the photographer’s various bodies of work.

Oldest fashion brand in India

Today almost everyone in India is wearing a brand – be it a budget brand, a popular brand or a premium or luxury brand. Before the branded clothing, people depended a lot on tailor made clothes – custom stitched by their local tailors. Many ethnic wear boutiques are running their business of stitching clothes for Indian women. Its a wonder to check on how the branded clothes have replaced the tailormade garments.

So, do you know the oldest apparel brand in India? Hint : you see their product every working day around you in office. Its formal shirts are considered one of the best with a huge V on them. The V stands for Van Heusen. Hold on to your hats for this 128 years old brand.

Van Heusen is India's No. 1 premium lifestyle brand for professionals. With a rich heritage of 128 years in the United States of America, the brand entered India in 1990. Over its 32 years of history in India, Van Heusen has emerged as a fashion authority for the ever-evolving Indian consumer and has established itself as the one-stop destination for the latest trends.

Today, Van Heusen is not only the most preferred workwear brand, but also effortlessly straddles across the entire spectrum of dressing, ranging from casuals, ceremonial, party wear to the recently launched activewear.

Van Heusen has a product range of menswear & womenswear – and this brand is equally loved for its amazing quality. This brand is no where close to taking a break and catching up great speed in the Indian apparel retail business.

 

The Silk City of India

If you see a lady in an American cafe, with a beautiful scarf around her neck – you may be looking at a product from the Silk city of India. That beautiful silk scarf may have been crafted from a loom in Bhagalpur, Bihar, India. Once considered as the biggest trade center of Eastern India, the city is famous for its unique silk fabrics called 'Tussahor Tusser'. Silk weaving is an 200 years old tradition in the city. Fabrics produced in the city are famous both at the domestic and the international market. Bhagalpur cluster ranks the second highest, next to Karnataka in the production and exports of silk fabrics.

Well-known for its distinct and stunning resilience, as well as its high quality, Bhagalpuri silk is also known as “Queen of all fabrics.” This natural and pure kind of embroidered silk cloth was recognized centuries ago in the Vedic age. The Maurya age also recognized the magical spirit of this artwork, which managed to entice and fascinate most people during this period. The skills to manufacture the Bhagalpuri Silk was handed down to subsequent generations, progressively increasing the demand for this artwork.

Bhagalpuri silk is made from cocoons of Antheraea paphia silkworms. This species, also known as Vanya silkworm is native to India. These silkworms live in the wild forests, in trees belonging to Terminalia species. Bhagalpuri silk is mainly processed in a place called Nathnagar . 

Due to the limit that the artisans set against harming worms to manufacture Bhagalpuri silk, it is also sometimes referred to as “The Peace Silk.” Cities such as Paris and London, known as fashion capitals, have also shown an interest in this fabric, increasing global demand for this embroidered fabric. If you want to test the authenticity of the fabric, the key is to burn the edges slightly. You know you have an original one if it smells like burnt hair rather than merely leaving a solid residue.

Silk fabrics made in Bhagalpur are being exported to countries like West Asia, Europe, U.S., and Japan. Home furnishings are becoming increasingly famous in the international market. Outfits designed with this exclusive silk fabric have gained immense popularity in ramp shows and fashion weeks. The sarees do sell for around $50 abroad which is quite an attraction in social gatherings specially Diwali festival.

Courtesy : Fibre to fashion, Fashinza