For most of the consumers across the world, the choice in fashion is decided by the affordability factor. Due to economic gloom, one can see a shift in the focus of fashion as designers are now wooing the older age group with traditional themes, designs and fabrics.
Youth-centric designs and themes have taken a back seat for sometime as maturity is set to rule the trends. Designer Jaya Mishra remarks, “It is true that designers have stopped designing for youth and started focusing on the older clientele, who can afford richer fabrics and styles. Youngsters are not stable clients, they never stay for long with a particular designer and they are also not economically strong. But older clients are mature and they demand good quality. Usually if they like the designs of a designer, they stick to them for a long time.”
Designer Kammali Mehta also feels that due to recession and change in the economy, young clients have stopped splurging on luxurious clothes. She says, “The older age group however are a good client base and thus you can see a clear shift in the spending power of the clientele. The designs, fabrics and embellishments are different when you target this client base as the main emphasis is on comfort along with practical styling. For the older ones we use fabrics that are more pure like georgette, crepe, chiffon, silk and other richer fabrics.”
Designer Preeti Ghai says, “The reason is clear — the older fashion lovers have heavier pockets than the younger ones. Most of the designers are using richer fabrics and vintage themes to attract this age group, as a result you’ll see the usage of costly fabrics like cashmere, silk, Egyptian cotton etc gaining popularity this year.”
However, designer Shouger Merchant Doshi feels that this might not be entirely true, as each designer likes to stay true to his or her style and niche clientele. She mentions, “I do cocktail Indian wear and that is appreciated by the young girls as well as their mothers. However, all designers need to move on with current trends. For example, while net and lace are a rage at the moment, georgettes and kanjivarams are considered evergreen by the older clientele, so it doesn’t hurt to always have those available to suit their needs as well.”
Designer Pam Mehta opines that trends in the market right now may be more suitable for mature people but the bridal sector still hasn’t changed much. She says, “Designers are now trying to pick themes, designs and silhouettes that are evergreen and can be reused. Longer anarkalis with more silk and chiffons than only nets are more popular now. Colours like nude, ivory, bottle green, burgundy etc that fall under the mature colour palette are now a part of designers’ colour choice.”
To attract a larger age group, fashion is also evolving in a similar way, says designer Aniket Satam. “Fashion is getting more minimal, refined and neutral in its approach so that it can appeal to a wider section of people,” he adds.