Indian designers recreating their own ideas of couture

Amazon India Couture Week 2015 (AICW) began in New Delhi with acclaimed designers namely Sabyasachi, Rohit Bal, Manish Malhotra, Rina Dhaka and Manav Gangwani unveiling their latest couture collections. Designers who once believed in establishing their presence on the international fashion runways following western fashion trends, are now creating collections appealing to the audience back home.

Gone are the days when buying a designer ensemble could be afforded only by those with deep pockets…with the advent of ecommerce, designers have realized they need to create affordable collections that can reach a wider audience spread across the country. They are either launching their own web-stores or partnering with third party ecommerce platforms. The styles and designs followed so far to create traditional or bridal wear are also undergoing changes with designers infusing western silhouettes into Indian ensembles like a sari, a lehnga , a salwar-kameez or churidars , or sharara , while using traditionally rich fabrics, embroideries and embellishment to maintain the Indian touch.

International Woolmark Prize (IWP) winner Rahul Mishra is debuting with his latest offerings at AICW, organized by FDCI, the apex fashion body in India. Keeping the momentum couture is gathering in India, ecommerce major Amazon.in has extended its support to this event as the title sponsor.