The sari named "Vivah Patu" entered the Guinness Book of world record as the world's costliest sari last year. It contained 11 paintings which were once made by Iconic Indian artist Raja Ravi Verma. The embroidery was made from real gold threads and used stones like diamond, emerald, ruby, yellow sapphire, topaz, pearl and coral. The sari was hand woven using double warp by 36 handloom workers at Kancheepuram. It weighs 8kg and was completed in 12 months costing INR 40 lakhs.
This sari is a masterpiece and a classic illustration of modern ethnic design inspired from the bygone eras. Likewise the creative fashion designers of 21st century are in a lookout for ethnic designs that is adjacent to our cultural roots and recall our glorious past.
Every Indian region's ethnic wear comes in vibrant colours, pattern and designs. Attire like Sari or the salwar-kameez allows to experiment with colours, design, motifs and it is not only restricted to the women's wear, men's wear including the kurta-pajama or sherwani are designed in artistic form. Every variety of attire is a huge market for ethnic wear.
The entry of brands infused a fresh approach into ethnic wear and there is a lot of Liveliness' in this segment. It can be said that the new "in-thing" in fashion area is ethnic wear. Brands like Satya Paul, Ritu Kumar, W Women's Wear etc have been successful in making their mark in Ethnic wear. Apart from these booming names, there are huge numbers of debut brands entering the Indian ethnic wear industry. Ethnic wear occupies major part in wardrobe for Indians festive sprits and our Tradition is never out of fashion.