THE SARI RISES TO RED CARPET STARDOM
Over the past year, the traditional Indian garment, the sari, has emerged as a star on the red carpet. Its popularity has been boosted by the international recognition of Indian celebrities combined with the modernised versions of the garment worn by millions of women in Asia. The sari has appeared at prestigious events such as the 75th Cannes Film Festival, and has been worn by celebrities including Deepika Padukone, Sara Ali Khan, Gigi Hadid and Zendaya. The sari has been showcased in both traditional and modern styles, and fashion houses such as Dior are incorporating its motifs into their collections. Social media has also shown the public’s fascination with the sari, with over 5 billion views on platforms such as TikTok.
THE RISE OF THE SARIS ON RED CARPETS
After Indian businesswoman Natasha Poonawalla appeared in a striking gold sari embellished with a sculptural gold metal corset at the 2022 Met Gala, the traditional sari has made a mark on the red carpet. The sari has continued to gain popularity and make appearances, sometimes modeled by Indian celebrities and public figures but no longer exclusively. In April 2023, Zendaya and Gigi Hadid both wore saris for the Nita Mukesh Ambani Cultural Centre gala in Mumbai, India, causing a sensation in sumptuous sari outfits by designers Rahul Mishra and Abu Jani Sandeep Khosla respectively.
INDIA AS A FOCUS FOR THE FASHION WORLD
India’s popularity is growing in the fashion world due to the country’s size and gradual opening up to the luxury sector. This year, Dior presented its pre-Fall 2023 collection at Mumbai’s Gateway of India, which celebrated the rituals, skills and craftsmanship of the country. Their show also helped to promote the traditional sari.
SOCIAL MEDIA BOOSTS SARIS
Social media has played a vital role in the popularity of the sari, with hashtags such as #sari and #saree gaining over 5 billion views. TikTok’s users have shown off the different ways of wearing the sari, including traditional and modern styles, and have used hashtags such as #fashion, #outfits, and #draping, among others.
The sari has taken the fashion world by storm over the past year, and its popularity shows no signs of slowing down. It has risen to prominence on red carpets, with modernized versions winning over both Indian and international celebrities. Social media has also played a vital role in its success, with platforms such as TikTok showcasing the sari to a new generation of style enthusiasts.