Hyderabad finds its fashion pulse

Hyderabad the city of Nizams is waking up to fashion in a big way. The southern city is experiencing

a revolution in terms of saris, half saris and designer ware. Kancheepuram is being reinvented, half-saris are back and the dupattas are getting bedecked in finery.  And designers are making hay as the sun shines. For example, a software engineer turned fashion designer, Vyshnavi Reddy, along with her friend Aditi Bhoopal, from the National Institute of Fashion Technology, has started a line of clothing, Diosa, which supplies clothes to eight stores across the country. Vyshnavi specializes in half-saris. Vyshnavi says half-saris have almost become a craze and girls want to experiment with various materials. The pavadai (ghagra) is silk and the designer can play with the blouse. The chunni is of a softer material to give it a richer look.

Dentist-turned fashion designer Ganesh Nallari creates clothes which don’t scream ‘fusion’. Ganesh feels that Hyderabad spends more for weddings and he is happy that now clients are willing to listen. Similarly, designers Anand and Asmita have been on the Lakme Fashion Week circuit for a long time. Asmita feels that it is just a matter of time before Hyderabad becomes as fashionable as Mumbai or Delhi. The Indian market has grown, especially for traditional designs. However, not just traditional outfits, but dresses, too, are making a comeback. Designs have become more feminine and people are moving away from black. Now, it is all about vibrant purples and deep burgundy.

Hyderabadis seems to have a keen eye for fashion and over the last few years, fashion shows have become synonymous with social events, product launches and even corporate meetings. Awareness about fashion has grown and the industry is constantly evolving. Besides, young designers are rushing to open their boutiques and redefining the word fashion.