Meher Castelino

It was bound to happen sooner or later. What with Green Peace, World Environment Day and Green Bombay, Clean Bombay, could local fashion be far behind?

So it was time for tencel -- a fabric that's as cool as cotton, soft as silk, strong as polyester, has the drape of viscose and is environmentally friendly to boot. Made from wood pulp, this man-made cellulose fibre is completely biodegradable. What more can us fabric starved Indians ask for?

Talking of fabric brings us to the survivor of them all -- denim. It's been around for over a century, reappearing at periodic intervals in a new avatar. From staid indigo-dyed jeans, denim moved to stone wash, acid wash and marble wash. It got over-dyed, printed, embroidered and even turned green, pink and purple. Now, it's all set to change its very texture -- in a blend of tencel that's soft, comfortable, easy-to-wear and yet looks rugged.

The minute the rains bless our country with their cool showers, the designing world goes into complete hibernation. Out come all those old rags and rubbers and the sartorial scene turns into a bleak picture. In a country where nearly a quarter of a year is spent battling the watery elements, it's surprising that there's no fashion for the monsoon.

Yet, the rains never seem to put the jewellery business into reverse gear. The best jewellery expos, like the Indian Gem and Jewellery show that includes an all-India designer contest, are held in the monsoons. The latest one, sponsored by De Beers and H Goldie and Company of London, had the most spectacular designs by talent from all over the country. From dramatic necklaces to exotic bangles to striking earrings and elegant rings, there was a glittering medley of diamonds and gold. And never mind that the prices did strike a truly high note.

It's amazing the way fashion is promoted in India. With PR companies and ad agencies working overtime, fashion shows and ad campaigns are no longer launch vehicles. Replacing them is fashion with a gimmick.

Roopam, Bombay, gave away a Maruti car to a lucky shopper during its sale. Madura Garments have annual Retailer Of The Year Awards to perk up their sales nationwide. Reebok shoes roped in cricketer Mohammed Azharuddin for an autograph signing session at Vama stores and glamorous models Madhu Sapre and Jas Arora made a personal appearance at Shoppers' Stop, Bombay and Bangalore. Vanity Fair, a trendy boutique at Kemp's Corner, had a 'pick your own discount' offer that let lucky customers even walk away with a free garment.

Obviously, all's fair in the retailing war.