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Women started wearing more comfortable clothing and exposure to international fashion led to a fusion of western and Indian styles of clothing. [ 69 ] [ 70 ] While women have the choice to wear either Western or traditional dress to work, [ 71 ] most Indian multinational companies insist that male employees wear Western dress.
Post-independence focus on revival of traditional textile and design led to the rise of "ethnic chic". The history of clothing in India dates back to ancient times, yet fashion is a new industry, as it was the traditional Indian clothing with regional variations, be it the sari, ghagra choli or dhoti, that remained popular until the early decades of post-independence India. [1]
Women's clothing and fashion were also influenced by the British. They did not wear fully western clothes like men, but many started to wear petticoats and certain blouse styles under their saris. [17] Both of these articles of clothing were brought to India by Europeans. These new articles of clothing also created some tension between castes.
Women in ghagra choli, c. 1872. Ghagra choli (also known as lehenga choli and chaniya choli) is a type of ethnic clothing for women from India, notably in the Indian states of Rajasthan, [1] [2] Gujarat, [3] Madhya Pradesh, Uttar Pradesh, Bihar, Haryana, Punjab, Himachal Pradesh, Uttarakhand, Jammu and Kashmir.
Kelly Gale models lingerie while wearing traditional-styled Indian clothing at Victoria's Secret Fashion Show in London, 2014. By the first decade of the 21st century, Western styles were well established as part of Indian fashion, with some professional Indian women favoring Western-style dresses over saris for office wear. [17]
The phrase "jora jama" refers to the clothes given by the maternal uncle to the groom, [100] which points to the jama being part of Punjabi clothing (although grooms do not wear the jama now). A local style of shawl called the jamawar which was striped was used as a gown.