With the wedding season just around the corner,its perhaps not surprising to see the fashion industry gear up to target its largest clientele. After a successful debut last year,the second edition of Aamby Valley India Bridal Week will take off on September 23. And participating this year are some of the popular bridal couture designers of India such as Tarun Tahiliani,Pallavi and Bhairavi Jaikishan,Neeta Lulla,Vikram Phadnis,Anjalee Kapoor and Shane and Falguni Peacock.
With Indian fashion on the ramp,Bollywood can rarely stay behind. The five-day extravaganza,which culminates on September 27,will see Kangna Ranaut as the face of the event.
Clad in a bridal creation by designer Jyotsna Tiwari,Ranaut said that she was glad to be a part of the Bridal Week. This event is centred around one of the most fashionable and celebrated occasions in India. We have some of Indias best talents presenting their collections here, she said. The actor,who was erroneously rumoured to have been signed on as a brand ambassador for Paris Hiltons line of accessories and has designed her own outfits for her film Rascal,also voiced her love for fashion. I love dressing up; this is also why I designed my outfits for my forthcoming film (Rascals). Who knows I might just take up designing in the future, she laughed.
The designer fraternity,on its part,is working hard towards their collections for the upcoming event as it is likely to bring in big business for them. Designer duo Shane and Falguni Peacock pointed out that they have chosen to take part in the bridal week over Lakme Fashion Week this year. In India,bridal fashion is the biggest money-spinner. An Indian woman may hesitate to splurge on an evening dress but if its a bridal outfit; you know she will pull all the stops. So it makes perfect sense to show our collection here, said Falguni.
The designers,however,are also aware that experimenting with designs will hold key to breaking into the market. While the Jaikishans have used Russian and French influences in their designs,Kapoors work seeks inspiration in the Victorian era. My collection is meant for the modern woman and hence,it has a very contemporary air about it, said Kapoor who intends to narrate the whole wedding story through her collection. I have used Victorian influences and the line is inspired by the Phantom of the Opera. Also,the line doesnt just cater to the bride alone,but also to her immediate family members,friends and bridesmaids, she adds.