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Lingerie to arrive soon in Indian fashion
29th Jan 2008 23.10 IST
By ApunKaChoice

Indian fashion fraternity seems to be maturing to acknowledge lingerie wear as an intrinsic part of any fashion event.

With the exception of a few shows, lingerie has so far been on the sidelines in Indian fashion. But the picture is gradually changing.

Firstly, the market for lingerie is expanding because of the foray of international brands into Indian market. French lingerie brand Etam has entered India in partnership with Pantaloons. So has the Italian brand La Perla.

Now, it is the turn of Indians.

Reportedly, California-based NRI Hina Saiya is set to launch India’s first online luxury lingerie portal from February 2008. And Raymond has stepped in womenswear and is said to be planning to launch an Indian lingerie segment.

And in the coming years, lingerie will become one of the highlights at Wills Lifestyle India Fashion Week.

Rathi Vinay Jha, director general of the Fashion Design Council of India (FDCI) that organises WIFW, has told a news agency: "In four to five years from now, lingerie, couture, men's wear, accessories, kids wear and maternity wear would be displayed on the WIFW ramp or during an event especially organised for it."

According to estimates, the size of Indian lingerie market is about Rs. 3000 crore and it is growing at the rate of 10 percent per annum.

Meanwhile, this year’s Wills Lifestyle India Fashion Week is slated to be held at Delhi Pragati Maidan from March 12 to 16.