Black is definitely out of the wardrobe this summer. Fashion followers in Kerala are finally coming to terms with the scorching realities. Trends are getting synced with the season.
Rain or shine, younger generations of Malayalis had a penchant for black. The trend spread last year thanks to the release of a hugely popular flick called ‘Premam.’ Boys adopted the protagonist’s style statement and roasted themselves in black in peak summer.
As is the trend with trends, black is no longer in demand. White and pastel colours are sought after. That too, in cotton or linen only. The change in consumer preference is reflected in the spring-summer collection brought in by celebrated brands.
Linen, cotton rule the roost
The men’s apparel market has been taken over by cotton, linen or a mix of both. More than 70 percent of the shirts sold are made of these materials.
With the advent of a variety of cotton and linen brands in different price ranges, synthetic materials are on their way out, says Lulu Fashion’s Anees Ali. Cotton and linen shirts are selling between Rs 1,000 to Rs 2,000, he says.
Cotton trousers have even beaten the ever popular jeans this summer. Even linen trousers are selling well.
“Summer collections are in high demand in the formal, semi-formal and casual categories since February,” Peter England Kerala distributor Latha Parameswaran says.
Summer has become a four-month long selling season in Kerala. The market for cotton casual shirts doubles every year. Men prefer white, cream or beige when they pick up trousers. Linen has become a favourite material for saris as well.
Gone are the days when appearance-obsessed Malayalis used to shun cotton for their tendency to get wrinkled. Garment manufacturers are storing up wrinkle-free cotton to tap into the increasing demand. The wrinkle-free technology has also contributed to the demand for cotton, says Madura Garments franchisee Nithyananda Kamat.
Parents insist on cotton when they buy for their children.
The prevalence of linen at very affordable rates raises questions about its pedigree. Beena James, owner of linen wholesaler Bella Creations, wonders how much linen is actually present in the cheap linen brands. The Chinese “remi”, sold as linen, is closer to synthetic materials. Even cotton-mixed linen is sold as pure linen.
Comfort first, appearance later
Women’s fashion concepts have undergone a sea change in the new climate order. With long rainy seasons and a short summer becoming a thing of the past, women are paying attention to their attire in summer, fashion designer Shalini James says. The mantra has changed from “fit” to “comfortable”. This “anti-fit” trend includes kurta, tunic, palazzo and skirts.
A notable trend is women’s increasing preference for natural material such as cotton and linen. Synthetics are a strict no. The synthetic materials market is feeling the pinch from a growing breed of customers who make it a point not to wear the artificial material.
While synthetic materials were preferred by working women who could find no time to iron their dresses, contemporary women do not mind wearing cotton even after starching and pressing it.
Like the metros which take fashion cues from the Bollywwod, towns in Kerala are up-to-date on the various trends, Lulu Group senior stylist Sneh Kalra says. The 70s has made an unlikely comeback in the form of summer dresses such as palazzos and long skirts. Pastel colours such as light green and pink are in vogue in summer.
Those who can’t live without darker shades explore the various hues of blue, Kalra says. Indigo and traditional Indian shades are in high demand, Shalini James concurs.
Youngsters go for little summer dresses such as crop tops. Floral prints are also in.
The retail revolution had a role to play in empowering consumers to pick what they find comfortable, merchants and designers say. Flooded with choices, even small towns woke up to the fashion lines suited to the season.
The industry is also making the most out of a summer season that extends from February to May.
