Jeggings’ tight wrap over Indian market

Since the mid 2000s, skinny jeans edged their way to become the most preferred fashion denim for women and within a few years, in came the super skinny jeans. Having hit the international scene in winter 2008/2009, jeggings have caught the

fancy of Indian women, particularly the young age group of teens and young adults, living in metros and the larger cities. As word spread about the comfort factor, jeggings is growing in popularity with the older Indian women in their late twenties and early thirties, who find them complimenting their body and wardrobe.

Pepe Jeans was the first casual wear brand in India to present the concept of jeggings. “The jeggings fabric comes from turkey with the Pepe Jeans Spring Summer SS’10 collection. The original jeggings fabric used by Pepe in keeping with the latest trend comes from ISKO which is superior in terms of its weight, compactness, stretchability and endurance to home laundering. Jeggings are a huge hit in the international market and the trend is sure to catch up in India too. Inspired by punk rock fashion back in the seventies skinny jeans for men are definitely a huge hit,” says Chetan Shah, Director of PJL Clothing India who promote Pepe jeans.
 

Pepe’s latest collection introduces two kinds of Jeggings. The black coated jeggings are with a special spectra finish which no Indian mill is able to achieve. This is a special coat of chemicals being applied on a parabolic finishing machine in order to achieve the sheen. The blue jeggings is a normal fabric with a composition of cotton/poly and lycra.
 

Other brands too are endorsing this new clothing trend as fashion statement. As Manish Saksena, CEO of super-premium high-fashion Tommy Hilfiger Apparels points out “In women’s, jeggings is a strong statement.” As part of its Play Denim Campaign, where the key visual is a customized “Play Denim Rubik’s Cube” which is used in all communication channels, s.Oliver is also trying to promote jeggings along with other items in their product portfolio. “A pair of denim leggings, preferably in both light and dark denim hues, is a must have of the season. Play with styles. Mix your outfit. Find your combination,” says Kunal Pant, Design& Buying head of s.Oliver India.

International denim brand Lee is poised to give fall/winter 2010 in India a new look and feel, with its range of jeggings. Lee Jeggings offer greater stretch whilst retaining the basic DNA of Lee Jeans. These jeggings are available in various patterns offering a variety of options from regular denim waistband with zips to elastic waistband without loops; a trend piece suitable to all body types.
 

Super premium brand cK will introduce its new collection this winter. The new ultra sexy and super skinny narrow leg denims and jeggings with new washes will woo Generation Y with the hallmark of style and class associated with the uber trendy brand. As the fashion year draws to an end, it seems jeggings are growing on the young India woman, at last freeing herself from the cramps of super skinny jeans and breathing easy through summer again.