Why India is the next big thing in the fashion world

BIG BUSINESS: Chantal Rousseau's first choice is designer Ashish Soni who she will introduce in the US fashion circuit.

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Keywords: Europe, US

New Delhi: Chantal Rousseau always looks at garments very carefully. As the Europe Vice-President of American fashion major Bloomingdale's her job is to find new talent.

Nowadays she says she is specially looking at India because buying in Europe is getting more and more expensive.

“If there is a new nice name from France and one from India, then the Indian one will win today because of money. The rupee is still much cheaper than the Euro or the Yen,” Rousseau said.

Rousseau's first choice is designer Ashish Soni who she is looking to introduce to America.

Buyers say between 10 to 20 per cent of the budgets of big fashion houses in America and Europe could now be spent in Asia, especially in India, which combines great craftsmanship, and which is what Western buyers are looking for, and of course cheaper prices.

All this also means better times than ever before for Indian designers who are already showcasing their collections regularly in the West like Manish Arora, Ashish Soni and Anamika Khanna.

India's biggest buying house Kimaya sees the new money boost as a positive sign for the market to expand. “This is good news for everyone. America is going into depression and India's time has come,” Chairman of Kimaya Fashions, Pradeep Hirani said.

Experts say that if the recession continues, it will be the right time for Indian fashion labels to launch in America where their prices and quality will look more attractive than ever before.