In today’s time, fashion industry has been growing well. Due to the increasing competition in fashion market, it requires the marketer to keep its price low and with best quality. In recent time, women’s are taking more interest in fashion. Women’s are giving more preference to the tradition wear. In India, bridal wear is getting the huge preference on the side of women. Due to continuous wedding seasons, India has huge demand of bridal wear. The different regions in India are having various marital arrangements. Arrange marriage is the most prevailing among the Indian culture. This country mainly has two types of marriage South India marriage and North Indian marriage. Most of the bridal wear in India are labour intensive and requires a huge attention. Due to this, cost of production is getting higher and even some people cannot afford to pay the huge cost. There are various types of costumes available for the bridal wear, then also mostly use to prefer the red colour lehenga in order to look elegant and beautiful. However, dress preferences usually depend on the lifestyle and culture of people. In this report, the discussion is carried on the current trends of bridal wear in India. Besides this, it also presents the effect of advertisement in the women fashion.
By considering these researches, researcher can come to know about the current going trend in India regarding bridal wear. It also provides a new dimension in the fashion industry of India. This project has wider scope for bridals to understand the current trends of bridal wear in India. It has also wider scope for fashion companies to gain knowledge regarding various attired prevailing in India. It will also introduce the new scope and perspective for coming bridal fashion inspiration. It also establishes a proper background of the bridal fashion as well as the development of bridal fashion including fabric, colour, and motif. It also presents the changes in the costume of bridal and new ways of bridal costume.
Ayachit & Thakur (2017) stated that fashion advertisement has a huge attention especially on the part of women’s. It has been founded that India has variety of wedding dresses. Among all the dresses, “lehanga” is the most prevalent bridal attire. Sahoo (2017) highlighted that lehanga has been getting influence form the time of Mughal. In India, several designs of bridal wear have been prevalent in higher as well as low cost. In the bridal wear, lehanga choli is the second most prevalent attire. In this regard, Jay (2015) stated that this outfit is getting popularity not only in India but also in other western countries. It has become the centre of attraction and seen as essential costume in all festivals, weddings, and parties. IN the Indian bridal wear, Chaniya Choli and Gagra choli are also very much popular. All these attires are very much graceful and elegant. The most popular colour in the Indian bridal wear is red. It is in the culture of mostly Indian wedding to wear red colour lehanga especially in marriages. The other type of wedding dress is “Saree.” In the south Indian wear, Saree is the wedding attire of brides. By pairing Saree with blouse, it is worn in proper manner. Singh & Tiwari (2018) wrote in the article that during the rule of British, Indian women’s were forced to cover their upper body with Saree. There are various popular fashion designers in India for bridal wear. “Sabyasachi Mukherjee” is one of the leading fashion designer of India. It has only not created the artistic flame through local craft but also created such aura that can be found only here. The wedding market in India is the not regarding the bridal trousseau but also covers wide number of friends as well as family who are becoming more conservative. India is a heritage of culture that includes different customs, culture, and diversity. Joseph & Alexander (2018) showed that Indian brides provides a glimpse into the cultural extravaganza and colourful. The increasing trend of bridal wear in India has started giving emphasis on advertisement. It plays an essential role in attracting the women’s toward current trend that is going on. Many economic and social factors are being responsible for the changing wedding trends that include income level, family influence, status in the society and religion. In the report, it is founded that Surat is a city in India where most of the manufacturing of women outfit is done. Besides this, some of the few best designers of India are Ritu Kumar, Sabyasachi Mukherjee, Manish Malhotra, Abu Jani, Neeta Lulla, Tarun Tahiliani, JJ Valaya and many more (Rajlakshmi, 2015). It is also seen that competition among the bridal wears manufacturing is also high in India due to availability of several designers.About 400 Sari manufacturing units of Surat city produces the average of twenty million meters of fabric each year. Surat city also produces nearly 40% of the total production of the Art silk fabric (Maps of India, 2013).
Deepshikha & Nath (2018) has founded that due to the variety of customs, each bridal wear wore the different types of tradition dresses. In India, a Sikh bride wore the large amount of gems and jewels. However, it believes that India bride is not completed without Kalire as well as chooda. These brides usually prefer anarkali suits and lehenga. As compare to this, Punjabi bride mostly prefers to wear maroon, pink or pink lehanga on wedding day. In a report of Hess & Phillips (2018) it has been stated that bride can wear any colour lehanga that she wants. However, white and black colour is usually is avoided on wedding. Muslim culture is also popular in India. On the day of wedding, brides of Muslims usually prefer to wear silk cloth that is wrapped by the gold and silver coin through the mother of groom (Risso, 2018). Indian Christians also has several customs that differs as per the region. Usually, the brides of Christian wear the long white dress gown with face cover with net. Some of the brides of Christian culture prefer to wear the colour sarees on several events of wedding. Shoukat & Islam (2016) has founded that those brides who are preferring to wear the white are required to follow the certain rules. The essential accessory is the net veil that is supported by tiara and a white flower bouquet in their hand. Due to the increment of women who are going in for the white wedding, advertisement has been increased with wide choices of beautiful gowns, veils and tiaras. The Assamese Indian bride has to wear the mekhla chadar, tradition outfit of bride that is given by the mother of groom. These brides wear the off white or cream silk Saree with the golden work. Bengali bride on the other hand wear the off white and white saree with pink, red or maroon border foe different religious ceremony. Due to the traditional bridal attire, the bridal wore the outfits with bright pink, red, or maroon banarasi silk saree. As compare to India, Baker (2018) stated that Australia culture prefers to wear the white gown that is having the net to cover the face from net.
Ranavaade (2017) put emphasis on the Tamil bride that is also a part of Indian bride. In the Indian culture wedding, the major focus in given on their jewellery. However, it has founded that these brides wear bright colour popular Kanjeevaram saree with the border of zari, a type of fabric that is founded mostly in Indian culture. It also focused on the Telugu bride who changes two outfits during the wedding. For the first time, bride brought in by the maternal uncle and brother in a basket of bamboo. At this time, she wears a tradition silk saree. For the second time, she wore the white cotton saree with the border of red colour. Malayalam bride, on the other hand, wears the outfit same as South Indian brides. They also wear the shite colour silk saree with the golden border. On this, it also prefers to wear the floral jewellery. According to Mittal, Gupta & Motiani (2018) the tradition Marwari bride is most popular who traditionally and properly follow the concept of Indian lehanga. These brides wear the heavy lehenga that is embroidered with the gold and silk work. They prefer to wear the extremely heavy outfit in proper Indian Lehenga. By compare to India, Gay (2019) founded that every Australia bride want to be unique and beautiful. Therefore, they do not prefer any particular dress; they always select some different wedding dress on their wedding. As compare to India brides, Australian brides usually prefers to wear the western outfits on their wedding day. According to Indian author Borghi, (2017) Marwari brides mostly wear the red colour lehenga due to their tradition. It has been founded that due to increasing attraction of women’s on heavy lehanga, shopkeepers are also paying huge attention on the advertisement for attracting them.
Gujarati brides wedding outfit is however deeply connected with the Indian community. Similar to other Indian brides, these brides also wear the saree with pallu that faces the front. In the article of Cohn (2017) it has been depicted that they changes the two sarees during the wedding, a Gharchola and Panetar. Gharchola is bright red saree with zari work and silk in the checked pattern and stripes. Panetar on the other hand is designed with the golden, red, and green dots handmade. Maharashtra bride is somewhat that is differentiated from the other brides of India. Their bridal outfit is saree of silk with the golden border. They wear the saree in dhoti style. The bridal wear outfit for Kashmiri bride comprises of pheran, that is designed with hook embroidery or ari at the cuff, neck or edges. It can be in yellow, red, and pink colour. The bride either wears the saree with Kashmiri embroidery or lehenga. Similarly to the Christian wedding, Parsi bride also wear the white outfit with the heavy work of embroidery. Usually, the parasi bride covers the head with saree palla in the whole ceremony. Adminew (2018) stated in an article that white wedding dress is the symbol of Australian bride on her wedding. It is an essential feature of the Australian brides. It is believed that this dress represents the purity of bride. There is a culture in India that the bride’s family pays for the cost of lehenga. Over 6000 dialects, and 500 language, the diverse religion and culture of India shapes the wedding ceremony (Manhattan Group, 2019).
It is true that the introduction to the store can be given the mass reach through advertisement. According to, Lo (2018) advertisement is an effective way to influence the women’s to buy some fashion clothes. It has treated the advertisement as a tool of attraction especially for the women. Advertisement puts a huge impact on women’s fashion. It is one of the strongest aspects to catch the attention of women’s fashion. It is true that whenever any new trend comes in the market, it is attracted by doing advertisement. Bridal wear is also getting huge attention with the help of advertisement. Many well-known designers display their new designs and trends through advertising it in their store on various social media sites. Celebrity endorsement is also used in advertising the women fashion. In India, it has been seen that many of the brands are advertising their products with the help of well-known celebrities in order to gain mass attention from customers.
Conclusion
In the limelight of above discussion, it has been concluded that Indian culture is full of variety of customs and religions. Due to the increasing disposable income of people, the trends of them are also shifting to purchase the designers outfits. Still, the culture to wear bridal dresses continuing from the past trends. Tradition lehenga is also the top-most option of Indian brides to keep them elegant and beautiful. There is custom in India that the family preference is essential element in purchasing the bridal lehenga. In North and south region of India, brides are wearing different outfits due to changes in culture as well as customs. Among all the tradition attires, the most common and preferred wedding attire is Lehenga with red colour. Besides this, the increasing competition in bridal wear also requires the designers to keep their designs unique. In India, red colour is taken as the most pure colour to wear on wedding. It is also true that advertisement plays an essential role to attract the women’s toward current fashion trends. In recent time, companies are paying attention toward their advertising policies in order to attract more customers.
References
Adminew. (2018). Australian wedding traditions and its historical traces. Retrieved from: https://www.escholparkhouse.com.au/australian-wedding-traditions-and-its-historical-traces/
Ayachit, S., & Thakur, M. (2017). Functional Clothing for The Differently Abled. Indian Journal of Public Health Research & Development, 8(4).
Baker, L. (2018). The Changing face of bridal wear. Retrieved from: https://www.bbc.com/culture/story/20140503-how-wedding-dresses-evolved
Borghi, E. (2017). Forgotten Feminisms: Gender and the Nehru Household in Early?Twentieth?Century India. Gender & History, 29(2), 254-272.
Cohn, B. S. (2017). Notes on the History of the Study of Indian Society and Culture. In Structure and change in Indian society(pp. 3-28). United Kingdom: Routledge.
Deepshikha, P. Y., & Nath, N. (2018, March). Textiles as communicating links for cultural traditions. In Proceedings of the 7th International Conference on Kansei Engineering and Emotion Research 2018: KEER 2018, 19-22 March 2018, Kuching, Sarawak, Malaysia (Vol. 739, p. 168). Springer.
Gay, D. (2019). 10 under-the-radar Australian bridal brands to know. Retrieved from: https://www.vogue.com.au/brides/trends/10-undertheradar-australian-bridal-brands-to-know/image-gallery/33266c0e160f495515ee123c7714510e?pos=1
Hess, B., & Phillips, B. J. (2018). Exploring Advertising Equity in Fashion Advertising. Journal of Current Issues & Research in Advertising, 1-14.
Jay, P. (2015). Raw Visionary: Samant Chauhan, Bhagalpur Silk, and the Aesthetic Economy of Indian Fashion. Fashion Practice, 7(1), 99-124.
Joseph, J., & Alexander, K. (2018). Personalizing the Wedding: A Cross-Cultural Study of Wedding Motivations in the Keralite Indian and Southern American Communities.
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Manhattan Group. (2019). The Indian wedding. Retrieved from: https://www.manhattanbride.com/insights/indian/
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Shoukat, S., & Islam, M. A. (2016). Development of Wedding Costume from Bengal to Bangladesh. International Journal of Textile Science, 5(6), 145-153.
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