Andhra Pradesh   

Jumping on to the `brand'wagon

Shubhra Tandon

EducationPlus Gone are the days when college students used to emulate movie stars as far as dressing goes. Today's 20-somethings and teens go for brand image instead

RAIN OR SHINE: College students dressed in their fashionable best. — Photo: Shiv Kumar Pushpakar

Resplendently clad girls grab attention. Not to lag behind, boys with branded clothes from the west get equally noticed. Fashion conscious and confidently carrying whatever they wear, they are the cynosure of all eyes. Don't mistake them for models of some clothing company. They are students on the college campus.

Gone are the days when students used to pick up fashion trends from movies and film stars. Today's style statement is `be yourself'. Television, newspapers, celebrities, fashion designers have a bearing to a certain extent but `individuality' rules. It's more about mix-and-match casual wear with `funky accessories.' The line between casual and party wear is fading and comfort dominates the fashion scene for the young.

Setting trends

Brand consciousness is picking up and the current generation believes in setting trends for themselves. There is nothing `in' or `out', everything that you can carry off well determines current fashion. "Skirts, jeans and capris were in at various points of time, but these days people wear anything and everything, which they feel comfortable in and can carry off well," said Kirti, an MBA student from Villa Marie.

Akshay, a final year student of mechanical engineering from Muffakkam Jah College believes "Freedom of thought is bringing in a big change. It is no more about what my friend is wearing. It is more about what else I would want to wear. Fashion is in tune with your character and not trend."

"We have access to the best of technology be it mobiles, watches or anything. We have access to more information not just within India but also across the world. It is helping us keep pace with changing times," says Vimana, final year Mechanical Engineering student, Muffakkam Jah College.

So, is style followed in college? The answer is `yes' and `no'. As some colleges have dress codes for students, not much experimentation can be done. Explains Vidya a second year engineering student, "We can wear only salwar suits to college. These days kurtis are in with a little work (embroidery) on the neck."

As far as shopping is concerned, they prefer branded stores -- Lifestyle, Wills, Westside, Shopper Stop, Nike, Adidas, Reebok. An inexhaustible range of shopping malls is what attracts youngsters. "Brand association is a big thing. There are students who would spend their entire pocket money on that," said Akshay. The general idea is that branded stuff is synonymous with `having a label,' `ensures good quality' and `looks better.' Kirti says: "It gives you more confidence." Their shopping is not restricted to Hyderabad alone, youngsters venture out to Delhi, Mumbai, Bangalore and even Dubai for their stuff.

And the numerous siblings and cousins in the United States do add to the growing brand consciousness. "Almost every student has someone in the West these days. And their visits to India fill our wardrobe with the latest and best," says Ramya, a student of Indu Engineering College. Adds her cousin Teja of Arora Engineering College "I get most of my clothes from the US."

Funky's in

Its not just clothes but also accessories that determine the way they look. Sporty look is out, being `funky' is the latest mantra. Wrist bands, bracelets, watches, cool cell phones, fancy belts going with overall attire is more important than clothes. "Body piercing, tattooing is gaining importance. People go in for mellow tattoos. It is not restricted to Rock groups anymore," says Akshay.

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