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| Fashion where spirit of Kashmiris has not dampened | | | Early Times Reporter
Srinagar|Oct 4
In violence hit valley; fashion seems the only area where spirit of Kashmiris has not dampened due to turmoil. And with the new brand clothes landing in Kashmir; the proof is on the streets.
Danishwar Rasool, a young boy in his teens admits that he loves splurging on new trendy clothes. "Whenever I see new fashion trend on television, I adopt that," he said. "For me fashion is everything," he added.
Danishwar is not alone. Lured by advertisements blaring on the television, there is mad rush of youngsters, both girls and boys lining up in the newly opened garment shops to have the latest brands of their choice.
In Srinagar, the youngsters look more like the Bollywood and Hollywood stars, when it comes to going for fashion. And all this is the influence of Bollywood films and cable television serials. "Youngsters are highly influenced by the new fashion trends and styles adopted by TV stars," said Afroza Majeed, a teacher. "You see now-a-days Kashmiri boys adopting the hairstyle of actors in films like Tere Naam. Same is the case with dresses and foot wears," she added.
Not only boys but girls are also adopting the latest fashions, merely by getting influenced by media and TV stars. Be it jewelry, cosmetics or dresses, Kashmiri girls are not missing a chance to mimic it from the Bollywood or Hollywood actresses. "Now there are names to every dress after the Bollywood films, Veer Zehra dress, Fanna dress and what not," said the teacher.
And for Gazalla Jabeen, a young girl cosmetic is the part of her life. "I should have the entire latest cosmetic that comes in ads on TV. That is what I like," she said. Gazalla's obsession with the fashion is all because of her favorite TV stars. She also has abandoned the traditional dresses. "I like to wear coat instead of phiran, because I have never seen my TV icon wearing a phiran," said trendy Gazalla, studying in university.
And as the winter is approaching in Kashmir, the chill even is not going to stop the boys and girls of valley, especially Srinagar and other major towns in Kashmir to go for trendy dresses. These days the sales in readymade garment shops and in cosmetic shops in Srinagar and other places has boosted up.
"I am doing comparatively good business these days," said Farooq Ahmad, owner of one of the brandy garment store in Residency Road Srinagar. He thanks media for all this. "Media influences the youngsters and they are becoming brand conscious. That is why our sales are surging up," he added while talking about the changes in fashion tastes in youngsters in last five years.
Pepe jeans, Tycoon jackets, Levis, Adidas, Lee cooper and Tom Taylor are the most favorite brands among the youngsters in valley. Bilal Ahmad, a salesman in the local garment shop in Lal Chowk, confirms that youngsters are demanding for brands by name.
However, many see the trend a treat to the traditional dresses of the valley, particularly phiran. Bashir Ahmad, of Anantnag laments that youngsters have rejected the Kashmiri gown to the "alien fashion". "The youngsters have virtually shunned off their traditional dresses like phiran and it seems they have forgotten their tradition," he said. Another elder person of Srinagar, Ghulam Nabi Dar, feels that with boom of fashion due to media in valley during last few years, Srinagar is looking more like a foreign land. "Comparing the streets of today's Srinagar with those of a decade ago, it seems that one have landed in some western land," he said.
He added that this impersonation is a threat to the traditional and culture of Kashmir. "More our youngsters are inclined towards western dresses and fashion, more our culture and tradition is in jeopardy. |
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