Pop goes the sari
Designer duo Dev R Nil's saris also boast of bright colours and prints inspired by cars, sunglasses and even Che Guevara. Debarghya Bairagi, one half of the duo, points out that these saris have become popular due to the rise of occasion wear. "Today, people don't wear saris exclusively at traditional functions; they are also worn at parties," he says.
Given that saris are now seen as funky-wear, this should not come as a surprise. In fact, these experimental creations have struck a chord with the fashion-conscious youth. So while Mahmood, whose clientele mainly comprises youngsters, is known to come up with toned-down versions of these saris for the older age-group, Govind's collection is aimed at well-heeled NRIs who want to rediscover their roots. "I set out with a target group of stylish Indian women, who are based out of India and are now tracing their cultural lineage," she says.
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