Bollywood needs own sense of style, designers say

By Prithwish Ganguly

MUMBAI (Reuters Life!) - Bollywood fashion has become a lot less garish and more sophisticated these days, but designers say it still lacks its own unique style.

Fashion furore in India's movie industry, the world's largest by ticket sales, started in the mid-1990s as filmmakers started roping in designers to create a unique look for their cast.

The outfits soon became all the rage among fans keen to copy their favorite superstars, whose own dress sense has evolved from gawdy, sequin-spangled numbers to Gucci and Prada chic.

"Bollywood's fashion sense has improved by leaps and bounds," said top Bollywood designer Manish Malhotra. "There is a style revolution in Bollywood and it can only improve for the better."

Outrageous outfits are out, added designer Narendra Kumar.

"Gone are the times when clothes were unsophisticated and ornate," said Kumar. "Even on screen our stars want to wear clothes that can be worn on the streets."

"Exposure was necessary for our stars to realize what kind of clothes were in fashion in the West," explained designer Vikram Phadnis. "Now our actors know exactly what to wear and when to wear what."

Luxury designer wear is now all the rage in Bollywood, as more stars attend international film festivals and interact with their Hollywood counterparts.