{"id":10755,"date":"2011-10-16T01:10:57","date_gmt":"2011-10-16T01:10:57","guid":{"rendered":""},"modified":"2011-10-16T01:10:57","modified_gmt":"2011-10-16T01:10:57","slug":"Western-labels-appear-in-Bollywood-movies","status":"publish","type":"post","link":"https:\/\/asiancemagazine.com\/?p=10755","title":{"rendered":"Western labels appear in Bollywood movies"},"content":{"rendered":"

The handbag appeared in \u201cZindagi Na Milegi Dobara,\u201d or \u201cYou Only Live Once,\u201d the story of three friends on a road trip across Spain. Purchased as a wedding gift, the Kelly begins to take on anthropomorphic qualities \u2014 and prompts some giggles.<\/strong><\/p>\n

Bagwati\u2019s cinematic appearance is part of a Bollywood revolution.<\/strong> Traditionally a medium where vibrant color and sparkle always trumped taste, costume and art direction in the country\u2019s movies are starting to reflect the growth of fashion consciousness across urban India.<\/p>\n

\u201cWe\u2019ve gone from no information, no aesthetic, no awareness of fashion to a place where we thrive on fashion,\u201d said Karan Johar, one of the most successful producer-directors in Hindi cinema.<\/p>\n

And from the standpoint of designers and fashion companies, especially Western brands trying to establish themselves in a country where the national dress still dominates, the ability to put their creations in front of millions of enthralled viewers is all but priceless.<\/strong><\/p>\n

Bagwati (wati is the Hindi suffix for woman) was the creation of Zoya Akhtar, the film\u2019s director, who said she was fascinated that Indian women of a certain class are defined by their handbags.<\/p>\n

For the famed French leather house Herm\u00e8s, Bagwati\u2019s appearance could not have been more opportune.<\/p>\n

The company, which has been present in India since 2008, recently opened its first boutique in Mumbai, the headquarters of Bollywood.<\/strong> And while Herm\u00e8s would not say whether sales of the bag had been affected by the film, it said customers did walk in asking about the Kelly.<\/p>\n

Christian Dior and Chanel had their turns in the spotlight in two 2010 movies, \u201cAisha\u201d and \u201cI Hate Luv Storys,\u201d among others.<\/p>\n

One of the earliest brand successes came from Mr. Johar, who is credited with introducing Western luxury labels like Louis Vuitton, Christian Dior and Bottega Veneta in his movies. <\/p>\n

Source<\/a>
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