Fliptrends survey: Bollywood major fashion growth driver in 2018

Bollywood style was one of the main fashion trends and growth drivers in the Indian fashion industry in 2018, according to the latest Fliptrends survey. The survey stated that Bollywood weddings in particular led to increased sales of specific products online.

Priyanka Chopra’s wedding style inspired many online shoppers this year - Photo: Priyanka Chopra/ Instagram

The number of celebrity weddings and media intrigue into the Bollywood celebrities’ wedding attire had a major influence on online fashion, according to Fliptrends. Copying the looks of Bollywood celebrities is not new but this year gave customers more inspiration than most with the amount of weddings in the press. The four main Bollywood weddings this year saw brides Deepika Padukone, Sonam K Ahuja, Anushka Sharma, and Priyanka Chopra step out in an array of designer clothing of which similar items saw sales peak online.

Illustrating the power of celebrity influence, when Anushka Sharma wore a wedding lehenga with floral motifs, sales of similar print sarees and lehengas rose by around 10 percent compared to last year’s wedding season, according to Fliptrend. Fabrics including georgette, chanderi, and chiffon were popular choices for the floral trend.

Other items that saw sales rise include chokers similar to the one Deepika Padukone wore for her nuptials. Choker sales increased 10 times with shorter necklace styles also trending.

Priyanka Chopra’s golden wedding saree gave fashion another boost, with gold saree sales seeing a “steady rise” as a result, according to Fliptrend. Sonam K Ahuja’s zodiac inspired ensembles also helped zodiac inspired jewellery sales to rise fivefold. 

Fliptrend, the trend analysis segment of Flipkart, illustrated the influence of celebrity fashion in India. As fashion brands increasingly spend on celebrity brand ambassadors and embrace influencers on social media, the recent Fliptrend report gives ample reason why.

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