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[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. Women's clothing in India nowadays consists of both formal and casual wear such as gowns, pants, shirts, and tops. Traditional Indian clothing such as the kurti have ...
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.
[4] [5] [6] It may vary from 4.1 to 8.2 metres (4.5 to 9 yards) in length, [7] and 60 to 120 centimetres (24 to 47 inches) in breadth, [8] and is a form of ethnic wear in Bangladesh, India, Sri Lanka, Nepal, and Pakistan. There are various names and styles of sari manufacture and draping, the most common being the Nivi style.
One major instance of this was in Kerala, where only upper-caste women were allowed to wear blouses. Though, from 1813 to 1859 the Channar Revolt was supported by Christian missionaries who wanted Indian women to wear blouses. [19] Another influence of the British on Indian women's clothing was the introduction of new materials.
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]
In 2015, Craftsvilla celebrated World Ethnic Day on June 19. It brought in Bollywood actress Vidya Balan as the face of the campaign. [30] In the same year, Craftsvilla launched Miss Ethnic Contest to promote ethnic wear among women. Bollywood actress Kareena Kapoor was the face of this campaign. [31] [32] [33]