Shoppers Stop throws a fashion challenge– dares you to wear kurta-churidar to a disco

Shoppers Stop: Indian and Modern

Quick fashion question: Ladies, would you wear Indian clothes to a night club?

Yes, I know your answer—it’s no. But Shoppers Stop now says—why not?

Yup, with their new video, Shoppers Stop is daring young Indian fashionistas to start something new. Check it out:

In the video, two beautiful young women, sporting modern kurta-churidars dance in a nightclub, seamlessly blending their clothes into the high fashion, modern environment.

This online campaign communicates a really cool fashion message: let’s change the way we think about ethnic wear. “Daring you to start something new” is the clarion call to get young Indians like us into buying traditional clothing to mix with our modern wardrobes.

I love the idea of mixing traditional styles with modern clothes, and I seriously wonder why we don’t do it. It’s quite simple if you think out of the box. For instance, I often mix ethnic accessories like cuffs, earrings and necklaces with shirts and jeans. Once I wore brocade sandals with a blouse and capris. Check out this look from Shagufta Quamar at LFW W/F 2011 for inspiration:

Shagufta Quamar-LFW WF 2011

And as I type this, I’m getting ideas on what I can do with a short sleeveless Indian top I bought from Label by Ritu Kumar. 🙂

So ladies, accept the Shoppers Stop challenge. Get inspired from this video and wear your Indian clothes with a modern twist or vice versa, and tonnes of attitude.

Tell us what you think of mixing Indian wear with modern clothes and settings—a fashion must-try or a must-avoid?

PS– Watch out for more such videos from Shoppers Stop!

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