New Delhi: Talk show host Oprah Winfrey wore a saree and popstar Lady Gaga draped one during their visits to India, adding to the list of celebrities seen sporting the traditional Indian outfit now seen as a fashion 'must-have' in wardrobes across the world.
Delhi-based Sanya Dhir, an alumnus of the London College of Fashion is now set to launch a collection of custom sarees aimed at youngsters and the modern cosmopolitan woman.
"We want to make the saree a global trend and are looking to take it on an international platform. We hope to take this strong representative outfit of Indian fashion and make it accessible to the world clientele," says Dhir.
Dhir's ecommerce site 'Gojawaani' scheduled to go online today would retail sarees with quirky names such as, 'Anti-Behenji' 'Oh Teri Behen ki' etc. The range includes 'Da Ping' for the corporate women who can wear a sari over trousers, the 'Oh My God' range with saris as shorts and with slits for clubbing and yet another 'Anti-Behenji' for casual everyday dressing.
"Sarees have now become so personalised that they can be draped as skirts, trousers and even shorts. We want to bring back the phenomenon of the saree. The industry demands something new and we thought why not present the timeless drape with a modern twist," says Dhir.
The designer-turned-entrepreneur who has worked with prestigious luxury brands like Marc Jacobs and Lladr'o and also served a personal shopper to people says the new retail range is targeting mass markets in the US, UK and the Middle East, regions she says has a strong immigrant and NRI population.