Pune: Traditional kaleidoscope of colours on cholis and lehengas is making way for a more refined palette this Navaratra, with focus on clean silhouettes, sleek colour-blocked designs and minimalist embellishments. The reign of the flared lehenga during the nine-day festival continues to be undeniable, with women opting for voluminous layers that translate beautifully on camera. The goal for adding more flare in skirts this year seems to stem from the need to look good in videos, with captivating twirls and dramatic movements for the perfect Navaratra social media post.
This trend reflects a broader shift towards clothing that is not only stylish but also social media-savvy. "People have approached me for renting chaniya cholis based on what they have seen on viral social media posts and in the latest movies such as ‘Stree 2'. Earlier, people would think about how good they appeared in photos.
Now people think about how good they look in videos and reels. So, customers are going for chaniya cholis and dresses which do not have a lot of kutch work on them. People are going for plain patterns and solid colours like green, blue and red instead," said Rahul Arkule, founder of Arkule Costumes, in Baner.
Similarly, another garba clothing rental company said that women's style tastes are gradually changing from bright multi-coloured cholis to more subtle designs. "My customer base — from working mothers to school-going girls — generally opts for backless blouses and simple pat.