The World of Men's Fashion...

An article written during my internship with Kimaya - an illustrous fashion house in Mumbai. The article was published on Vouge India online -http://www.vogue.in/blog_detail.aspx?p_id=196&u_id=147

Since ages it has been believed that women have the exclusive rights to fashion and dressing up to look gorgeous. The world of men's fashion has often been overlooked. In the past few decades however, the fashion world has started to wake up to the fact that men don't just want bland grey suits and blue polo shirts. Finally men are getting their due. The very fact that specialist women'swear designers have entered into the male clothing segment is proof enough of the potential of men's wear in the market.
Today Ayamik is an integral part of all Kimaya ventures. This is not to say that the 80:20 ratios don't hold anymore, it is quiet obvious considering women's taste for fashion. Men have however plunged headlong into fashion, and our sales at Ayamik establishes that. Even though the area dedicated to Ayamik in New Delhi, Mumbai, Banglore and Chennai are low, the average sales per square foot are high.
However, it would be impulsive to say that men will ever catch up to women in terms of their interest and dedication to fashion has become as increasingly important component of the fashionindustry as most men seem to be discovering the importance that clothes have in their lives.
After generations of relying on women to shop effectively for them, men's interest in shopping is no longer atrophied. Today fueled by men's style magazines and the increasing focus of designers in catering to the preferences of male customers, the male focus on fashion has been successfully altered. Men are realizing that the clothes that they wear are a major statement on their personalities. Though men's fashion is not as diverse as women's, still the industry has an assortment of trends, appealing and sophisticated for men. We might soon have to revise the saying“it's the man that makes the clothes, not the clothes that make the man”.
A mens fashion week in India is just the beginning, a step in the right direction...there is tremendous scope for mens fashion in India, but we have been neglecting this sector big time as not many designers display their men's collections at their stores and even if they do, it is a sherwani or an achkan range. The choices are very limited, as men's fashion is all about brands and that too you can count on one hand. There are not many big players in the market as of now.
The men's fashion week is an attempt to tap domestic buyers because it is high time we understand the hidden potential this market has. We should leave no stone unturned to make India the ultimate fashion destination.
Speaking of emerging trends this year...having recently attended the Brazil Fashion Week in the month of January, I am of strong belief that Brazil carries the promise of being the next fashion hotspot, churning out fresh ideas and trends. The overall feeling of brazilian fashion is a mix of
influences, forms, shapes, textures and bright colors that come together to create sexy and sassy brazilian way-of-living.
Lastly, on recession affecting the fashion industry, there seems to be a loose tendency for bull markets to be associated with bare knees. A “new nostalgia” is pervading the fashion world.

The recession has induced a resurgence of seasoned styles. The unfamiliar and envelope-pushing is out. Few risks will be taken; meanwhile, there will be muted palettes aplenty. While the

migration towards styles that feel familiar is logical given the economic climate, classic pieces make more sense because you can wear them again and over again. It's less wasteful.
We are channeling to a more austere sensibility, to pureness of lines centered on cut rather than decoration, the laser geometry of shapes and silhouettes are all maybe signs of a graphic protection linked unconsciously to recession, just like at the end of the '80s.
When times get tough, people want things that are real and lasting. Black is certainly reflective of that. It's what you can bank on, and it's the most elegant color. Value for money is going to be the mantra; customers today want to buy more for less money.