Indian Designers have sold their collections Internationally many years the format in which these collections are offered has however changed over the years.
Many Western celebrities have recently been seen wearing Indian Designers - the list is long and includes notable A-listers like Jessie J (wearing Falguni and Shane), Kat Graham (wearing Alpana and Neeraj), Katie Perry (wearing Manish Arora), etc.
Clothes created by Indian Designers have caught the attention of these stars because of their unique styling and perhaps in their bid to stand out. Because of this increased awareness, people around the world are demanding these collections. Prestigious retail locations including Selfridges, Brown's and Harrods have in the past sold collections of Indian Designers like Manish Arora and Rajesh Pratap Singh. More traditionally, Designers opted for owned stores (for example, Abu Jani and Sandeep Khosla in London) or through very scattered multi-branded stores.
As international awareness has increased, designers have adapted and taken more modern approaches selling collections through their own e-commerce offerings or multi-branded online stores. Recently the first Indian Designer has been selected to offer a collection through the online retailer Net-a-Porter. This is a step towards broader acceptance of both Indian Designers and of the fact that the designers are now ready to embrace e-commerce as a viable alternative to sell.
Specialised online retailers like ourselves (this part is shameless self-promotion!), focus on a specific segment of designers and are thus able to understand the intricacies of each designer's collections. From these collections, extensive thought is given to select products that match requirements of different customer segments like Asians and non-Asians. Picking out the highest quality products that match European quality standards is a matter of pride for us.
Collections created specially for online offerings and customisation for international audiences are naturally the next steps that Indian couturiers are going to have to take. Where all of this leads is yet to be seen, but one thing is certain Indians are finally making their mark on the world of International fashion.