Chronicling an era with fashion writing
Aren't we glad that India has steadily moved out of the recession of 2009. We no longer harbour a fear of going bankrupt or losing our jobs. In fact, since the jolt here wasn't as bad as it was in the West, its buzz time once again. Shops opening their doors with a 'Sale' on its hoarding, designers calling out for a slashed down priced collection and real estate agents drilling down their 'made-up' discount offers. India is truly back in business.
An interesting reason why recession'09 didn't hit us so hard lies in our generations-long 'saving habit'. Since over 60 per cent of our income is put aside in savings, finally that's what came to the rescue when people lost their jobs. Westeners tend to save little and spend most of their income (it's a way to enjoy life, you know!) thus when their source of income went haywire, there were no personal savings to bank on. In India, people absorbed 'less money' shocks like a sponge and bounced on their feet once employment agencies started hiring. Well, now, you know, why Lakshmiji is such a celebrated Goddess in India — She brings about discipline in the way we spend and save and invest. Elders pass down money mantras to youngsters by way of prayers to Lakshmi devi. God fearing we are, this works like a lucky charm. Recession rightly proved the strength of this maxim. Aren't we glad, we are Indians.
Interestingly, fashion writing too in a way chronicles what a society experiences in terms of its money power. It's easy to understand that more money would also bring about higher spending power. And since clothes are worn each day as per occasions, locations and personal tastes, the manner in which people perceive clothing itself works as a society mirror. How minimalist, how gaudy or how truly over-the-top clothing one sports is directly proportional to personal taste and also of the societal norms they desire to follow. Let's make this easier: Take a look at women's dress sense in India's metro cities today. There has been a time when exposure of skin brimmed over. But only recently, women are opting for clothes which do not cling way too much to their bodies. While the hemlines could be getting higher, the neckline is covering enough. A woman who is physically fit would be comfortable exposing her toned legs amidst strangers. But she may not desire to invite undue attention thus will keep her neckline well within unexposed range. This woman would choose fabrics which are not extremely expensive and she may restrain her need to show off her economic status (actress Priyanka Chopra in the picture is an apt example), just to be in sync with the times. A fashion writer would spot this trend and write about it. Today, this would be considered fashion reporting. Over 10 years hence, this report will be viewed as Chronicles of the year 2010 which came in right after the recession. And the conclusion then will be: Post recession in India, women went back to work and did not focus much about inviting attention from the other gender. She was comfortable in her skin but fitness was a priority since her clothes showed undefined, free silhouettes. Her choice of fabrics were affordable as she did not want to overspend and flaunt her wealth while others in the neighbourhood who had lost their jobs were busy building their homes. The woman of 2010 was free in her mind, fit in her body and sensitive to people's needs. Fascinating isn't it? This is fashion chronicling of the year 2010. And I am happy that fashion writers to a great extend thus can be called 'Social Anthropoligists'.
Girl With The Blue Scarf says: Responsible fashion writers can soon make for some great social anthropologists. Do you believe that fashion and lifestyle writing can one day be viewed as a social chronicle. I think it can. You?
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take care. Neelam