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鈥淲omen鈥檚 wear today attributes 37.5 percent of the total apparel market size. Out of this, ethnic wear is one of the biggest categories in women鈥檚 apparel with a substantial share of 71 percent. The huge demand in ethnic wear is not only attributed to festivals but also to the rising trend of pairing traditional pieces with western wear 鈥?bringing the Indo-Western trend to both casual and formal wear. Moreover, the surge in demand has led entrepreneurs to invest in the Indian ethnic wear market. As young Indians embrace traditional wear, it transforms into fusion styles. It鈥檚 lovely that we as a brand can offer the best of both 鈥?heritage designs moulded into new-age silhouettes,鈥?says Anita Dongre, Chief Creative Officer, The House of Anita Dongre, which promotes brands, AND and Global Desi.
“Having understood the concept of Activewear as a lifestyle trend, technical fabrics play an important role as they enable one to easily adapt to different environmental settings, making it cross functional and long wearing,” says Sunishka Goenka, Creative Director, Myraid Activewear. “The textile industry is drastically shifting to futuristic fabrics which are not only functional but also focus on longevity and usability. Hence, Activewear brands have an upper-hand because their products are designed to perform, resist and sustain. Also, consumers have become more conscious and sustainable in their approach to invest in brands that offer products with longer shelf life.”
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鈥淐hic By Chaitalibiplab is a ready to wear label for working women with active lifestyles, between the ages of 20 and 40. The brand prides itself on providing great everyday designs which refl ect with intricate craftsmanship and Indian heritage, but are light on the pocket at the same time,鈥?says Chaitali Giri.
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