The new Indian identity
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India, Oct. 21 -- A few days ago, a mass men's label launched the Nehru jacket as an assembly line product, as regular as corporate wear, and not an ethnic fancy meant for festive or ceremonial rituals. This signals a shift from the formal code of the Western suit as the only boardroom qualifier and legitimises the ethnic identity as an equally driven negotiator. Latest brand campaigns of other labels show the young flaunting ethnic wear unabashedly and one significant advertisement has designer Manish Malhotra, the man who set the grammar of popular fashion through the porous matrix of Hindi films, advising a young woman on how to wash the zari in the traditional silks and saris that she has proudly stacked up in her wardrobe. The assump...
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