Sari to See You Go

In the August, 3rd 2009 issue of Time Magazine , "Mourning the dying art of the Sari", Jessica Pudussery documented the drastic decline in the sale of Sari's, the beautifully ornate wardrobe that has come to define the feminine standard in India. But, as is apparent, the decline has entirely to do with the times, as Bob Dillon once said - they are a changin'- and this change may be, for better or worse, the most drastic that country has seen in a thousand years.

But, what does this change really mean? For the young women in India, it's simply a natural evolution as they express themselves as modern, independent women. And, while it seems sad to demonstrate this new found freedom with wardrobe, it isn't all that different from bra burning in the 70's to illustrate women's desires to be free and live their own lives. Today's modern, Indian woman is buying her own home and running her own life and for someone on the go, the work involved with maintaining a Sari throughout the day is too much. To wear a Sari means dressing with 6 or more steps to properly fold and drape it, but it also takes work to maintain it all day long. And, the work doesn't actually begin there - how many working women have the time to wash, dry, starch and iron so much material? Which is why so many young women are forgoing the traditional Sari for Jeans and a Kurti (Indian style skirt). While most will say the western look is more user friendly, they are also making a dramatic statement to show how their education and independence.

And, though not everyone is giving up the Sari for casual, everyday wear, those who wear them are more and more turning to more modernly designed Sari's designed by up & coming Indian designers. They are generally bejeweled and worn over revealing blouses. But, worse for the markets are the ever increasing import of cheaply made Sari's from China. The low cost of the garments makes them more sought out than their pricey counter parts. And, for the traditional Sari, more often they are being reserved for the winter months for special occasions like weddings.

Though this change may be viewed as natural and even a good thing for the women of India, it does effect far more than fashion and equality. A long standing staple of all women is now putting entire businesses into serious jeopardy, if not closing them down altogether. The total annual sales of Sari's in 2004 was $40 million, but today sales have plunged to just 12 million and seem only to decline further. What used to be a family trade; being taught from parent to child for generations, is now being out-favored for traditional schooling and more technological jobs. So, despite what we may be seeing on the surface, it is not entirely a woman's issue that is removing the traditional Sari from favor. The entire culture in India is taking on huge changes that will effect everyone from father to son, mother to daughter. As the importance of education and independence rise, so will the ways of the past fade into history.