Karthik Keramalu examines the causes behind a failing genre in a booming industry
The fashion in films is no longer just inspirational, but also aspirational. Manish Malhotra’s designs for the lead couple in Yeh Jawaani Hai Deewani proved irresistible to shoppers on Pernia’s Pop-Up Shop. Designer Anju Modi revealed that her creations for Goliyon Ka Raasleela Ram-Leela are so popular that she has been deluged with everything from timid requests to strident demands to recreate the looks for her clientele. And the humble half sari or dhavani from Chennai Express has become a fashion statement. Costuming has not just changed the viewing experience, but has altered the way we consume fashion.