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Wearing stars on your sleeves

DNAHM47427 | 9/13/2011 | Author : Devika Chaturvedi | WC :409

Products inspired by Bollywood designs are becoming popular among Amdavadis

Wearing a T-shirt with a Bollywood movie poster printed on it or carrying your favourite actor's face on your bag or wallet has become quite common among Amdavadis. Looks like the filmy world is slowly entering the drawing room, bedroom and closet!   And this trend is being encouraged by designers, entrepreneurs and Bollywood enthusiasts.  However, although Bollywood inspired designs have many takers in Ahmedabad, the trend is yet to become a rage in the city unlike other metros.
Nilesh Parashar, owner of a design store in the city feels that such designs are only popular among a selected group of people. “Bollywood inspired products come in vibrant, funky and bright colours. And for many they make a very strong style statement,” he says. 
Looking at the market trend, Parashar will now exhibit designer Nida Mahmood's Bollywood inspired products including bags and jackets in his store soon. Mahmood loves to pick up ideas from Bollywood. Chairs with pictures of Don and Gabbar form a part of her collection. Prof Subhash Tendle, head of crafting creative communications at Mudra Institute of Communications Ahmedabad (MICA) finds that such fashion is only understood by urban colleges. He says, “Bollywood sells because it strikes a chord with the masses. People feel filmstars came from nowhere and made it big.”
The products have representations of yesteryear stars from angry young man Amitabh Bachchan to seductive Umrao Jaan and the Salim Anarkali era but not much from the current Bollywood stars.
Mumbai-based Hinesh Jethwani, owner of an online store selling handpainted customised Bollywood posters says that he gets many customers from Ahmedabad. “Bollywood film posters have had a fascinating journey over the years, from gracing the walls outside cinema houses in the past to occupying center stage in the elegantly furnished, modern homes of the elite today.
We get orders from customers from across the world for original vintage poster prints,” he says.  Besides Bollywood inspired products, many couples also get their faces handpainted with stars in their very own customised Bollywood film poster, says Jethwani. Handpainted bags, clutches, wallets and other accessories are up for grabs on his online store.
Megha Sharma, owner of a design store in the city says, “People react to Bollywood designs immediately because the film world is popular. In my store, I have handpainted T-shirts of Devdas, Jodha Akbar and stills of Pyaasa on stoles apart from famous dialogues from films and, trust me, they sell immediately.”

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