Early Times Report
JAMMU, Oct 13: With various brand stores opening in the city, the fashion sense of Jammuites is changing resulting in the growth of modernity among the locals.
Fashion includes both tradition and modernity and these two have been seen in the fashion of Jammu which is getting better with time and local youth is coming across the varieties in fashion trends due to the opening of more and brand showrooms in the city.
The definition of fashion has changed for the people within the last ten years and most of the people prefer to go to showrooms for shopping as it has given them varieties. Earlier when the brands had not emerged in the city, all the people used to shop from where their ancestors used to buy the materials like from Old city area of Jammu or used to go to big cities to shop for new and trendy outfits.
Shakti Singh, a shopkeeper of at Purani Mandi said, "Earlier families and their children used to come to us for purchasing the clothes for every occasion. But opening of branded showrooms in the city has given people options to choose from which has slightly reduced the interest of people especially youngsters to shop from here and now only those who are used to our quality and have faith in us come here to shop."
The people of Jammu ten years back did not use to bother about fashion as the fashion for them was only simplicity with traditionalism but for today's generation it is modernity with traditionalism.
Today the people, especially youngsters, opt for brand showrooms for shopping rather than going to their ancestral boutiques or to big cities which places Jammu in the race of fashion. People throng the City Square Mall (which opened to the people in 2008), Gandhi Nagar and Bahu Plaza daily where most branded shops have opened up to shop for clothes and accessories.
Sonika Sharma, a student of Women College, Gandhi Nagar said, "Earlier when brands were not a part of Jammu, I had to rush to Delhi to buy the outfits of my choice. But now I feel very happy and relaxed to see the growing brand retail stores in Jammu, as now I don't have to rush anywhere and can shop in my city."
Accessories like bangles, earrings, necklaces etc have also become a part of a woman's wardrobe as it was not a long way back. People want to look more stylish and elegant due to the developing fashion sense. |
