Fashion retail collections inspired by movies

 

Indian films have often inspired the youth of the country to the limit of dressing up like the characters on the silver screen. In every few years, a movie appears which has the potential of defining the changing times and prepare the young generation for a fresh perspective. In this article, we cover some movies which have created great ripples in the fashion retail industry along with the entertainment industry.

Ajio launches Heeramandi inspired collection 2024

Ajio, a premier fashion e-tailer, has announced the exclusive unveiling of an ethnic collection inspired by Netflix and Sanjay Leela Bhansali’s Heeramandi: The Diamond Bazaar. Launched under AJIO’s House of Ethnics, this limited-edition collection will offer customers over 250 styles of ethnic outfits inspired by the series. Customers will be able to shop the collection starting April 25.

The collection takes inspiration from the colours, silhouettes, fabrics and embellishments used in Heeramandi: The Diamond Bazaar. The range encompasses fabrics like pure silk, tissues, georgettes, and brocades among others, that represent the opulence of the world that Netflix and Sanjay Leela Bhansali have recreated in the series. It includes skillfully crafted traditional dabka hand embroidery, Parsi embroidery, beadwork as well as digital prints inspired by the series.

The women-focused collection consists of shararas, kurta suit sets, lehengas and saris, and starts at Rs 4,000/- going up to Rs 1,50,000/-. Moreover, the collection will also include official recreations of select attire that are adorned by the leading ladies in the show and designed by Sanjay Leela Bhansali’s team.

Ajio House of Ethnics consist of over 3 lac brands comprising of Biba, Nyrikea, Aarke by Ritu Kumar, Satya Paul, Global Desi, Soch, Fabindia and many more. Infact this is one of the pioneer steps by Reliance Retail into cult dressing. A tribute to our majestic artisanal heritage, don’t miss out on exquisite crafts like Zardozi, Chikankari, Gotta Patti, Banarasi, and more!

Vineeth Nair, CEO, AJIO, said, “Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition and heritage. It serves as a means of representing and celebrating these cultural elements on screen. So, when we thought of this collaboration with Netflix for Heeramandi, it made a lot of sense. AJIO’s House of Ethnics was the perfect launchpad for this limited-edition collection, enabling access to the fashion that customers adore and helping them create that dreamy Bollywood-inspired look.” 

Van Huesen launched Ghajini collection 2008

Launched the exclusive Ghajini line, which is for today's uber-confident young Indian male who has it all. This range of exclusive modern and minimalistic formal apparel captured the distinct look of Aamir Khan in his much awaited movie — Ghajini.

The Ghajini line translates the style statement of the character played by the iconic actor who is disciplined, self-made, educated, well travelled and fashion conscious. The Van Heusen Ghajini line had the unmistakable stamp of an achiever, a fashionable tycoon, personified through slim plackets, narrow ties and mid-waist straight fit pants. Add to that the waistcoat, and the line aptly articulates the contemporary formal look.

Van Heusen exclusive Ghajini line is priced at Rs 1,299 onwards and will be available at all Van Heusen exclusive stores.

Shoppers Stop launched Om Shanti Om collection 2007

Through it was four brands Mario Zegnoti, Haute Curry, Vettorio Fratini, Push and Shove, Shoppers’ Stop launched the range of garments in stores on 18 October 2007. Since the costumes were inspired from the actors look in the movie, they were a mix of retro and contemporary.

Manish Malhotra, Karan Johar and Sanjeev Mulchandani were on board to design these costumes.

During the launch, Shoppers’ Stop customer care associate CEO Govind Shrikhande said, “We are delighted to have associated with the most anticipated movie of the year. Bollywood and fashion are inextricably linked and an association of this nature allows us to bring to light the style essence of our exclusive brands.”

Bunty aur Babli collection by BIBA ethnicwear 2005

A movie with colorful characters deserves the most vibrant apparel collection. Bunty aur Babli had a remarkable cast of Rani Mukherjee, Abhishek Bachchan and Amitabh Bachchan. BIBA took the challenge of defining the character of Babli which was most colorful, audacious and extrovert. The brand brilliantly balanced the revolting girl maintaining the dignity of Indian culture through out the movie. There is a specific dialogue in the movie when she says “lakhon milenge lakhon in kameezon ke (i.e. these shirts will be worth millions as I wore them)”.

Padmaavat, Ranjhanaa, Sahib, Biwi aur Gangster returns, Yeh jawaani hai Deewani, Cocktail, Tanu weds Manu, Chandani are few other movies which had apparel as well as accessories collections in the market at the time of their release.

 

The Glory of Bharat for everyone

When our beloved Bharat has become the most important business hub in the world, one of the most ancient industry of textiles has every reason to celebrate. Having the razor sharp understanding on textiles, apparel and fashion world, our Prime Minister and his team has made the perfect move to highlight the Indian textiles in front of the global market. Today, when all the big foreign brands & investors are lining up for their entry in our country, our industry is in perfect position to lead the globe in textile and apparel sector through Bharat Tex 2024.

Marking an exceptional celebration of the country's rich textile heritage and its modern innovations, Bharat Tex 2024 held in New Delhi, concluded its maiden edition with resounding success.

The event, inaugurated by Prime Minister Shri Narendra Modi, witnessed an overwhelming response from both Indian and global participants, including top brands and retailers. Organized by a consortium of 11 Textile Export Promotion Councils and supported by the Ministry of Textiles, Bharat Tex 2024 showcased the best of India's textile industry, focusing on trade, investment, and sustainability. With over 3,500 exhibitors, 3,000 buyers from 111 countries, and more than one lakh trade visitors, the event highlighted the immense potential of India's textile sector on the global stage.

From vibrant exhibitions to engaging knowledge sessions and high-profile business meetings, Bharat Tex 2024 offered an unparalleled platform for industry leaders to connect, collaborate, and drive the textile revolution forward.

NIFT has a critical role in the textile, fashion and retail industry in India. It was instrumental in taking fashion industry to heights and define the apparel industry in many ways. We had the privilege to connect with Prof. Dr. Amandeep Singh Grover (Dean of NIFT Panchkula) who very kindly shared his thoughts & experiences about Bharat Tex 2024.

GIFT :  India has a vast treasure of textile genius, which can do wonders for the world. Do you think that Indian Government is moving in the right direction to communicate the same in the global market?

The initiative of the Indian government like Bharat Tex signals a positive step towards promoting Indian heritage internationally as well. Bharat Tex showcased India's textile heritage and talent on a global platform, embodying the country's rich tradition.

Through strategic collaborations between the players of the textile value chain starting from Farm to Fibre to Factory to Fashion and finally to Foreign as our honourable Prime Minister talked about, the government can effectively highlight India's prowess in textiles.

Continued investment in infrastructure, skill development, and marketing will further strengthen India's position in the global textile market, ensuring that its heritage and talent continue to shine on the world stage. So yes, I positively believe that the Government is moving in the right direction.

GIFT :  Sir, you happened to attend the premier event of Bharat Tex in March 2024. How was your experience?

Attending the premier event of Bharat Tex in March 2024 was an enriching experience. The vibrant display of India's textile heritage and talent was inspiring and very enlightening. From intricate handloom creations to modern innovations along with the latest trends which includes sustainability and circularity, the event showcased the diversity in abundance.

Interacting with industry leaders, experts, artisans and designers from India and across the globe definitely provided valuable insights into the depth of the global textile industry.

GIFT :  We have seen numerous exhibitions in the past showcasing textile & fashion handicrafts. How was this event different?

Bharat Tex has been a wonderful platform where all the members from the textile value chain have got an opportunity to fulfill their ambitions whether it’s expanding their business or incorporating design changes, technological changes to produce the product in a shorter lead time.

Personally, the biggest difference which was noticeable for me was the scale at which this event was held along with the variety of products. Bharat Tex also managed to promote the crafts of each and every state of India and even the focus was on ODOP (One District One Product) and the Indian Government is seriously working on all the crafts of India to provide them a global reach.

                                     Prof. Dr. Amandeep Singh Grover (Dean of NIFT Panchkula)

GIFT :  There are many Indian brands, which have become Global now. How are they reacting to initiatives like Bharat Tex?

I was happy to witness Indian brands at Bharat Tex that have a global presence. Some of these brands are Reliance, Aditya Birla, Welspun, Trident, Raymond, Oster and others. The brands were likely reacting positively to the initiative, as it provided a platform for showcasing their products and networking with other industry professionals from all across the globe. This platform is going to give a very positive boost for the established brands and it will also motivate the upcoming Indian brands.

Some Indian brands may see Bharat Tex as an opportunity to strengthen their manufacturing capabilities and improve their competitiveness in the global market. Other brands might approach Bharat Tex with caution, assessing its potential impact on their existing operations, supply chain, and cost structures. They may carefully evaluate the benefits and risks associated with participating in government-led programs. Brands with a strong domestic and international presence may view Bharat Tex as a means to gain a competitive advantage over their rivals, especially those from other countries

GIFT :  How is NIFT as an institute participating in events like this so their students can connect to the real market potential & expectations from them in future?

NIFT was one of the main organizers of Bharat Tex 2024. I believe that NIFT participates in events like Bharat Tex to provide students with real-world exposure and networking opportunities. Through these events, students can interact with industry professionals and it will boost their confidence level and they will gain insights into market trends and expectations. NIFT's participation helps bridge the gap between academia and industry, preparing the NIFT students as industry ready professionals in an easier way. The NIFT students may gain more practical insights while interacting with industry professionals at Bharat Tex with respect to problems faced by industry members.

GIFT : Any suggestions which you may have about the future versions of Bharat Tex as it will be an annual event henceforth?

Following are my personal suggestions for the future versions of Bharat Tex:

i) The event should be at one place like this time it was at Bharat Mandapam and Yashobhumi. For better coordination and visibility, it should be organized at one location.

ii) More interactive workshops to be conducted

iii) Overlapping of the event should be avoided.

iv) Registration process should be made seamless and smooth.

v) Mobile and internet connectivity to be improved for better communication

GIFT is feeling grateful to know the thoughts of Prof. Dr. Grover about this magnificent event. 

We sincerely hope that our country  will be glowing with grace, heritage and future ready fashion solutions across the globe.

 

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