At Amrika, we specialise in Indo-western wear which brings together looks from South Asian and Western fashion. Over the years we’ve seen creative and innovative ways luxury designers across the industry have infused this style across their own editorials, campaigns and even on the red carpet.
But what are the most recently curated culturally inspired designer collections and collaborations that have combined traditional sensibilities with modern trends? Continue reading as we unveil how sought after designers and celebrities alike have come together to embrace indo-western fashion...
Colour Me Crazy
The iconic music artist, Katy Perry worked with Vogue India in January 2020 for their cover story. With a new love and a fresh perspective, pop provocateur Katy used this opportunity to reveal her real self to the world, styling adorned embellished pieces and vibrant head accessories that truly encapsulate how we define Indo-western wear.
This colourful editorial was styled by Anaita Adajania Shroff and this photoshoot was certainly a pillar in promoting how consumers can wear such vibrant and adorned pieces in a stylish way to really showcase their personalities.
A sustainable mindset
Indian Fashion Designer Sabyasachi Mukerjee, recently launched a new and exciting partnership with H&M. The Fall 2020 campaign ‘Wanderlust’ was shot by Justin Polkey with fashion direction by Anaita Shroff Adajania and features an inclusive, generation-fluid and conscious collaboration.
The collection’s transitional style allowed them to easily rearrange it’s launch which was delayed due to the pandemic and as a result hints towards a seasonless fashion calendar, which leading luxury brands such as Gucci have already been promoting in an effort to focus on quality over quantity throughout the design process.
Meanwhile on the red carpet we’ve also seen various references to traditional garments, including this stunning dress designed by Chanel and worn by Blake Lively at the Met Gala back in 2011.
This elegant ensemble was embedded with shimmering gold details and shows the reminiscence of a traditional saree. As an actress, Blake helped rebirth this iconic and traditional look, whilst showing how you can make an inspired drape dress work for any occasion.
Lagerfeld’s pre-fall 2012 runway titled Paris-Bombay featured sarilike garments, jewelled headpieces, loose-fitting trousers, and embellished sandals with lots of gold detailing hinting towards an indian-inspired collection all together. The title also references Bombay rather than the Indian capital’s modern-day name, Mumbai, which The Cut suggested was perhaps a nod to the city’s history as a European trading post.
In this show, Karl successfully captures Intricate handworked embroidery THAT can only be found in India — and how even Parisian-chic dressing with the intricate jewellery can be infused together in a unique but beautiful way.
We hope this article has inspired you to discover Indo-western wear and reveals how easily you can mix together these designs for any occasion. If you would like to check-out our own luxury edit, visit www.amrika.co.uk and be sure to get in touch if there is anything we can do to help; email@example.com