Apparel majors add colour

Clothing majors are doing their part to brighten up the Indian autumn/winter season which usually lacks colour. The season's unfolding apparel lines promise a riot of colours. This will go hand-in-hand with a cleaner finish compared to the grunge effects of the past.

Marketing managers of several big ticket apparel firms put the vibrant colouring to the strong business moods prevailing in the market.

Vasanth Kumar, vice-president marketing, Madura Garments said, "This season will witness teal blue, orange, dark green, rust and purple dominating the apparel mart, complementing the economic sentiments."

However, finishes are increasingly moving to the softer and lighter washes, he adds.

The distressed look denim and trousers will give way to refined finishes over the next season. A spokesperson from Arvind Brands said, "Basically, the season is all about lightweight washes. Even under jean for instance, we have rinse wash classic jeans." There is also a clear emphasis on special finishes, right from customised buttons, broad and two-tone layered collars to contrast cuffs.

Another trend evident is the rejuvenation of stripes, both in men and women's wear. The use of stripes for casual and evening wear unshackles the monopoly the formal wear had over stripes. Industry players said stripe coloured patterns scored highest during pre-season surveys. As a result, apparel firms are testing out such finishes this season.

An official from Indus League commenting on their label Scullers said, "Our Vermont collection will celebrate the vibrant colours of fall-shades of yellow, burnt orange and ochre."

Wills Lifestyle apparel lines go a step further. They have under their wings blue, fuchsia, lavender prints, colours that were looked down upon a few season ago.

The company attributes the colour splash to the post-Olympics sporty influence. Will adds that their range will sport a wider variety of skirts under the women's line, as this season skirts are back in the reckoning.

The comeback of stripes, cleaner patterns and checks, custom finishes besides ensembles is in sync with the international fashion plank which this fall/winter season has been marked by a demonstration of stylish interplay of various textures and wovens punctuated by tooth inspired weaves.