Made in India, or looks like it, for fashion clout

Hera Diani, The Jakarta Post, Jakarta

Indian fashion travels well: From the heyday of the silk road to Paris and New York runway shows today, the garments have never failed to inspire with the exoticism of their rich colors and intricate details.

The capital is no exception in getting caught up in the frenzy over kurti (tunic shirts), pashmina, saris, salwar khameez (long tunic dress), accessories and home decorations from India.

Spot the mall-goers in Indian-style clothes or turned out in their finery for parties and receptions, or the fashion pages of local magazines crammed with Indian items.

Major department stores, for instance, often hold crowd- pulling Indian fashion shows. Owners of small kiosks and stalls at other shopping centers are not letting the bandwagon pass them by, offering Indian shawls, cosmetics such as henna decorations for hands or the hair and accessories.

Baby, 31, is a devoted shopper for Indian apparel, both for their exoticism and larger size.

"I like Chinese ethnic clothes, too, but often they only fit petite women. Indian clothes, meanwhile, are mostly loose and comfier," said the private company employee.

"I also love the elements.. the beads, the embroidery. It's so rich, beautiful and distinctive. The style is also classic, so we can wear it anytime regardless of the trend."

Indian outfits, many of which are long-sleeved and cover the whole body, also appeal to Muslim women here.

With strong market demand, at least three Indian designers have come here in the past year and a half to show their designs.

Although each offered their own individual flair, Anita Dongre, Tarana Masand and Ranna Gill were united in presenting a more modern take on traditional Indian clothes, but with the ornate details still intact. New Delhi-based fashion designer organization Bridal Asia has also announced plans to bring over 10 Indian designers to Jakarta in the near future, which would be only its second show outside India after Pakistan.

There is no need to wait until the designers make their way here, for Jakarta also has at least two boutiques specializing in Indian clothing.

The two-story Little India shop in Plaza Adorama located in upmarket Kemang, South Jakarta, offers a wide range of clothes and exotic handicrafts items straight from the subcontinent.

Women's and men's wear, home decor, jewelry, accessories, from sandals to bedcovers, can be found in the store.

"Customers range from teenagers to elderly women. Here, we give competitive prices," said a shop attendant.

Prices range from Rp 20,000 to over Rp 1 million for the goods, all of which are handmade, the attendant added.

If Little India offers an entire stock of "made in India" goods, Fusions boutique at Saberro House Plaza nearby has an East meets West concept, although Indian items predominate.

And unlike the more traditional outfits at Little India, those in the boutique have a more modern silhouette but retain the ethnic touches, such as dye technique, embroidery and beads.

"Indian fashion has gone global, so I thought why not do something (here). I had an exhibition at Sogo and the reaction was amazing," said owner Pavan Kapoor.

In establishing the boutique in March last year, Kapoor said she wanted to tweak the tradition-oriented image of Indian fashion.

Embroidered blouses and pashmina as well as Indian fabrics are featured in the store, side by side with funkier items made locally or imported from Europe.

There is also jewelry from around the world, such as South African semiprecious stones, and Indian antique Rajasthan jewelry and Kundan (colored stones).

The items range in price from Rp 300,000 to Rp 650,000 for Indian blouse, Rp 500,000 to Rp 1.3 million for pashminas and Rp 45,000 to Rp 1.75 million and over for jewelry.

There is undeniably beautiful stuff in both boutiques, and it's great to see that Asian fashions can be rulers in the region.

What remains to be seen is when Indonesian products -- offering the same richness and distinctiveness but perhaps lacking that go-getting entrepreneurship -- will rise to become fashion masters in their own land.