The Hindu Business Line : Fusion fashion

The workplace today has more of a casual approach which visibly also translates into the corporate dressing sense. _ Aditya Joshi, Brand Manager, Blackberrys

Crossing over: The lines between casual wear and formal wear are blurring rapidly.

Just consider this. A typical formal suit and jacket thrown over a casual pair of chinos. Or simply, the faded jeans or cargoes coupled with a formal shirt and a tie to give the ensemble a serious look. Going a step further ... maybe a polo tee with a tie? Fusion fashion, and at the work place!

Arrow, the primary formal wear brand from Arvind Brands, is looking to push the edge as far as men's workwear goes.

Giving the crossover dressing culture the thumbs up, Arrow is all set to make its first ever television appearance with a commercial on `the crossover look' for men — which will reiterate that it is acceptable to sport a look that is not `ultra formal' and at the same time not ludicrous.

The TVC, to be aired on business news channels, will be accompanied by press and outdoor advertising as well. The media campaign has been devised by Alok Nanda and Co.

Lines between formal and informal wear are blurring and fusion wear seems to have all the signs of becoming a lasting phenomenon. Says Janak Dave, Senior Vice-President, Arvind Brands: "Crossover cuts across categories - such as automobiles (the SUVs are an example), food and, of course, fashion. Dressing to work has evolved over a period of time.

It is now okay to sport a relaxed outlook to work - mix formal wear with casual wear and still come across as someone who is serious about his work."

Arrow's campaign wants to give a stamp of credibility and acceptance to a consumer trend being witnessed globally and to a lesser extent in India as well, says Dave. While most brands have distinct lines of clothing - formal, semi-formal, casual, eveningwear, party wear and after hours, all this is just at the merchandising level. Globally, the consumer fad is to "mix and match." While fusion is happening in India too, it is sporadic. Yes, it's true that fusion in some form is already happening in the country, but there are certain reservations when it comes to experimenting - there are still some boundaries within which the Indian male operates, something that Arrow wants to bust in the days to come. Dave believes that with the right kind of exposure, it could really take off here.

Although fusion may take a while to become a big rage here, there are signs of it in the Indian male's wardrobe already. He is surely making subtle changes to his office wear in terms of colour, designs and fabric. Some "serious" brands are also consciously incorporating a casual approach to their typically formal offerings.

Khakis, corduroys, sports jackets and denim are today becoming acceptable as part of corporate dressing. Linen and light cottons are the fabrics of today. Colours have become brighter, plains are giving way to some subtle and some not so subtle patterns.

Much of this can be attributed to the "casualisation" of the work environment. Says Aditya Joshi, Brand Manager, Blackberrys: "The workplace today has more of a casual approach which visibly also translates into the corporate dressing sense, which has more of a semi-formal rather than a completely formal or an informal approach."

The spring-summer collection of Blackberrys has yarn-dyed stripes fashioned in trousers of a lightweight fabric.

The premium collection of Blackberrys called B&B has premium fabric trousers in checks and people are ready to experiment with that, says Joshi. "The `Dress Line' formal trousers from Blackberrys have been witnessing a few `semi-formal' adaptations by way of asymmetric checks as fabric material, low-waist style, asymmetric pocket opening and buttoned fly."

As far as shirts are concerned, Joshi says one can also see the emergence of rustic, neutral tones such as olive and walnut in checks and patterns that go with a semi-formal environment. Aquatic shades, ranging from placid blues to iridescent greens, find place in the formal line along with bold checks and crushed fabrics.

Not to forget pinks and purples, once considered effeminate, that are today daringly donned by men as opposed to boring whites and light blues till not so long ago, says Vishal Mirchandani, Business Head, Allen Solly - a brand which stands for fusion and a semi-formal attitude and takes credit for popularising the Friday Dressing concept, which is now trickling down to other days as well! And mind you, it is not just the younger men, but even by 45-year-olds who are being bold with colours and making a statement, says Mirchandani.

But all this does not mean dressing down. Finally, it still is all about dressing right and wearing what you can pull off, says Dave from Arrow. "It is a deliberate look but the idea is to look comfortable and not stick out in a crowd like a sore thumb. The casual elements have to dovetail into the formal set-up," he says.

More Stories on : Brands | Work Life | Readymade Garments

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