Indian sherwani finds place in Armani collection

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Agencies

Posted online: Sunday , March 23, 2008 at 08:11:26
Updated: Sunday , March 23, 2008 at 08:33:57

New Delhi, March 23: In another global recognition of India's haute-couture, world-renowned Italian fashion brand Armani has included sherwani in its latest collections.

Sherwani is a long coat-like garment worn in India and is similar to an Achkan or doublet. It is worn over kurta and churidar, pyjama, salwar or dhoti.

"The fact that Armani is embracing and producing the Indian sherwani in its recent collections proves the inspiration that India provides to the high-end Italian fashion world," industry body CII, which is collaborating with Altagamma, said.

Altagamma, the association of Italian brands, is bringing some top names like Versace, Gucci, La Perla and Alberta Ferretti for the CII Luxury Goods Forum opening here on March 26.

CII said it would provide a platform to Italian brands for establishing partnerships in India, which is poised to emerge as one of the world's top five markets for luxury brands by 2025.

With increasing income and rapidly changing lifestyles, the Indian high-end brand market would join the league of the US, Japan, the UK, China, and Germany, it said.

India's consumer base of high-end brands is expected to grow up to 50 million from less than 1,00,000 at present, CII said.

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