This article analyzes the Indian fashion industry in the broader context of globalization. Assuming that fashion has the power to invent global lifestyles, an attempt has been made to look at how hybrid sensibilities of fashion emerge, with focus on the expression of everyday negotiations made by individuals within the global frameworks. Like most other creative industries, the cultural imagination of fashion in India is shaped by many intermediaries like the Bollywood and the article analyses the role of these mediators in the Indian Fashion Industry. The mushrooming of media outlets and the advanced system of production, distribution and consumption has helped fashion brands to reach out to those who could not afford it before. The attempt is not to be over-critical of fashion but to understand the culture of fashion, its role as an economic tool which reifies power relations and its position in a consumer driven society. This article discusses how issues of identity and consumption get intricately linked through a global capitalistic structure, how fashion and modernity get meshed with each other and how certain discourses of the body get normalized through the fashion industry.
|Keywords:||Fashion And Identity, Globalization, Hybridization, Bollywood Fashion, Modernity|
Doctoral Student, Communication and Social Change, Mudra Institute of Communication, Ahmedabad, Gujarat, India
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