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Photo: Priyadershini S

Fitting status Juliet Sabas from Cannes takes a look at designer garments at Cinnamon in Fort Kochi

Thus it is not too much of a surprise that highly chic designs catering to fashion lovers are becoming a part of the burgeoning tourism scenario.

European and Indo-European designs in varied fabrics and cuts, not found elsewhere in the State, find ample rack space here. For example, Bangalore based designer store like Cinnamon, provide in-vogue styles straight from the Lakme and Wills Fashion Week. “Products available here at our store is what you would sight at the fashion events,” explains Smita Daruwalla in charge of the store Cinnamon, Kochi. Brand names like Abraham and Thakore or Vivek Narang catering to the hip Indian or the foreign clientele and deemed popular in metros are at the store.

An exclusive bag boutique in Mattancherry with its products sold in London was one of the first fashionable showrooms in the area. This is now followed by Joe Ikareth, a store and brand of the designer’s own making where he uses natural, cotton or silk fabric for styles that are exclusive. Although some of the local folks find his designs “too European,” tourists say they are “chic and elegant.” “One can obtain crazy-cool designs here,” said a tourist.

The recently opened Manavi is an ‘in-between’ the generally popular Fabindia and the very foreign cuts. At the store, that is part of an old Dutch house, they explain, the cottons-plain and embroidered to be Indo-European in flavour that both the local folks and westerners can wear.

But if the question is whether these clothes are in fashion then, “you might find similar clothes in Madrid or Paris, but in summer and not in the heart of the winter months,” explained Lily who had picked up three tunics at one of the stores. But isn’t this strange, that a small, tiny town in Kerala is frothing a fashion scenario attracting big names in fashion.

To many, it is only a natural fallout of tourism. Sheena, a resident of the area, explains, “although the prices are on the steeper side, we get apparels that are special or unique.” Following the trend Ashima Arjun, a designer, is in the throes of showcasing a wide range of clothing at ‘The store at the Old Harbour.’ Her ranging includes from silks to cottons, “things that are often the most purchased,” to brands like Natasha Raj that caters significantly to the west. Patricia Drule, a visitor to Kochi explains, “There is no need for you to shop elsewhere for a trip abroad, you can pick up sufficient amounts of clothing from here and trust me, you wont be any less fashionable!” Thus, the next time you wind your way through the alleys of the town, the boutiques may have fashionable wear that you can expect at Paris or Milan!

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