India must "go global", says Rohit Bal

NEW DELHI (Reuters) - Indian designers need to "go global" and make Western outfits with indigenous embroideries to woo global buyers rather than traditional garments which do not sell internationally, Rohit Bal, one of the country's top designers said.

"India's fashion has to literally go global," Bal, who designed clothes for the Indian businessman Arun Nayar and an outfit for Elizabeth Hurley during their traditional wedding at a fort in Rajasthan, told Reuters.

Bal was talking during India Fashion Week, one of the country's top fashion events.

"All of us have to make international clothes but we also have to cling on to our roots because buyers want to buy Western clothes which have Indian spirit."

Indian fashion has traditionally been made of saris and other regional outfits with beautiful embroideries, exquisite patchwork and minute detailing.

Clothes with experimental cuts and silhouettes, though worn by more wealthy Indians, are rare in more traditional India where controversy surrounds too much exposure of a woman's body.

"International buyers will not buy our saris, heavy outfits, as their clients, much used to skirts and gowns and flowing light dresses, will not be able to carry them off," Bal said.

Bal said the only way Indian fashion and its designers can make their presence felt outside the country was by packaging and selling elements which were exclusively Indian.

"We have to showcase our wide palette. Ours is a country of colours and tradition and we must show it. We have beautiful embroidery and we must flaunt it globally".


SOURCE : REUTERS