Surge in demand for sarees as young women now find it sexy

Simple and sweet: Reynuka Raman, Sai Vidya Vimal, Thiveya Raveendran and Gaithri Gunasagran have embraced the saree.

THERE has been a surge in the sale of Indian traditional attire such as Punjabi suits, lenga and kurti in department stores, boutiques and street bazaars everywhere in the city in the past few days as the Hindu Festival of Lights or Deepavali draws near.

But what’s interesting is that shopowners are saying that there has been an unusual demand for sarees this year especially among young working girls.

According to them, the whole six yards are making a comeback with the younger generation and more and more women are willing to fork out large sums just to buy sarees.

“Women are beginning to appreciate the beauty of the saree and what it can do for their overall look,’’ said Brickfields Sri Kumaran Store manager Jeyakumar Radhakrishnan.

“It not only boosts their confidence but also makes them look more attractive,’’ added Jeyakumar.

Daljit Kaur, of Shimmerz Styles, a boutique in Bangsar said the demand for sarees, especially designer sarees, was increasing.

“They are timeless and people realise the worth of investing in them,” said Daljit. “The market has indeed changed and young people are opting to wear sarees even for simple cocktail functions these days,’’ she said.

“Simple sarees with abstract designs and silk, chiffon, crepe, nett are also very popular as opposed to the ornate bridal stuff,’’ she said, adding that the younger girls would usually team it with a sexy blouse.

Zara Gunasegaran, who was busy shopping for a saree for the festival at the Deepavali bazaar in Chan Ah Tong field in Brickfields, said she loved wearing the saree because it made her look sexy.

“It is gorgeous and makes me look and feel extra beautiful,’’ said the 24-year-old software engineer. “On top of that, I feel empowered whenever I wear a saree,’’ she said.

For R. Pavithra, her appreciation for the saree came about after watching movies and Hindi soaps on television. The 22-year-old confessed that popular Indian serials such as Pavitra Rishta, Punar Vivah, Mrs Kaushik ki Panch Bahuein and Sindhu Bairavi had contributed to her craze for saree.

“The sarees featured in these soaps are simply gorgeous and lovely, and that’s why this year I am getting a saree for Deepavali,’’ she said.

According to Jeyakumar, there is an equal demand for both ornate and simple sarees among the younger customers. “Some prefer the ones with heavy embroidery with sequins and patchwork, others opt for simpler versions with minimum sequins,’’ he said.

“The silk versions are also popular and there has been a demand for pastel colours such as pink, yellow, peach, and baby blue, instead of deep red and purple.

P. Vilashiiney, 23, regards the saree as the sexiest attire on earth. “You can never go wrong with it,’’ she said, adding that it brilliantly portrayed the femininity and gracefulness of an Indian woman.

“A saree also adapts to one’s figure perfectly and definitely has the ability to seize anyone’s attention,’’ she said, adding that she received a lot of attention from both men and women each time she wore a saree.

S. Yogendran, 29, said Indian women in sarees are the ultimate definition of beauty. “Women look elegant and classy in a saree,’’ he said.

He added that he was delighted each time his girlfriend wore a saree, and that it was one of the reasons that he was smitten by her.

“When I first met her, she was wearing a gorgeous green saree and she took my breath away,’’ Yogendran said. “I must confess that when I see her in a saree, my heart always skips a beat,’’ he added.

According to Daljit, the traditional garment is also becoming popular with the non-Indians.

“I get a lot of expatriates coming in to buy sarees. It has a lot to do with the influence from Bollywood which has played a crucial role in reviving the whole six yards.

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Women , Lifestyle , Saree and Indian women


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