Journalism of Courage
Comfortable,chic and summery,resort wear is a fashion hit across India,even if one isnt taking a holiday from the heat
If one just went by the name,theres every reason that resort wear would have a small,very small,following in India. The term implies clothes that are meant to be worn by blow-dried and manicured ladies who lounge in tropical resorts hardly the typical Indian customer. So,it is a trifle surprising when Delhi-based designer Atithi Gupta says,My resort collections are sold at full price on the selling floor for the longest period,for nearly eight months. Clearly,the myth that resort wear comprises bikinis and flip-flops has been busted. What is broadly recognised as resort wear comprises loose,flowing garments made in breathable fabrics and feature an Indo-western sensibility. This explains the popularity of kurtis,tunics and kaftans in bright colours and prints.
Designer Vijay Balhara,who showcased his collection at the Lakme Fashion Weeks Summer/ Resort Collection earlier this year,adds,Resort wear is a significant part of my collections every season. I get orders for my resort wear lines almost throughout the year.
Traditionally,resort wear was produced by European fashion houses such as Chanel,Gucci,Prada and Dolce & Gabbana to cater to jet-setters in between the two main fashion seasons Spring/ Summer and Autumn/ Winter. Designers like Wendell Rodricks and Malini Ramani made resort wear popular in India,but their prices are usually high and designs are more risque than the average body-conscious Indian woman would want, says Nilesh Parashar,owner of fashion boutique Nautanky in Ahmedabad.
Demand for resort wear has grown in India over the past couple of years,albeit for more prosaic reasons than the desire to lounge aboard a luxury cruise ship or by a five-star poolside.
Anjana Sharma,Senior Advisor,Fashion,at IMG says,In many countries,resort wear collections are termed Cruise Collections. The name hardly makes a difference; what matters is the kind of garments that fall under this category comfortable,summery garments which are also very glamorous. That is why at the Lakme Fashion Week,we call it Summer/ Resort collection because these are clothes that can be worn in Indias tropical climate,regardless of whether youre at a resort or not.
One reason why India has embraced resort wear could be the desire to be fashion forward,mingled with the fear of seeming too bold. Parashar says,Most of India is conservative so while people want to wear designer clothes,theyre wary
of appearing too bold. Resort wear solves this problem. While it is appropriate to wear for a beach vacation,its also versatile. A tunic can be worn as it is while on vacation,as well as with leggings or jeans when back home. Its the perfect year-round dressing.
Rupal Gaggar,owner of the Mumbai-based boutique Creo,says that its important to also look at the demographic that is purchasing these clothes. Its 30-plus women,who have money and are looking for stylish,but comfortable clothes. They wont wear anything short and tight.
