There was a time when weddings and occasions were intimate affairs — invitees were restricted to close family and friends, guests wore their own wedding dupattas or sarees paired with simple finery, and the only destination involved was the bride’s hometown. Not so anymore, the post-pandemic boom in weddings and events has led to skyrocketing expenditures for both the organisers and the attendees.
“It is really getting out of hand,” says Delhi-based Ruchi* on the condition of remaining anonymous. “In the last events season, we attended 12 weddings of which two were international destination weddings. This meant that we had to buy tickets for the entire family, new designer outfits for each function because you can’t repeat outfits after everyone has seen them on Instagram and spend extra on getting dolled up with professional makeup artists! And the gifts were separate!”
Weddings are one thing, but now Indians have another expensive problem to deal with — the growing number of red-carpet events. Whether it is homegrown red-carpet events like Fashion Week, the recent opening of the Nita Mukesh Ambani Cultural Centre (NMACC) in Mumbai, or international ones like the Cannes film festival, where Indian presence has increased in recent years, every attendee must shell out big bucks to look impressive from head to toe. When the hosts themselves wear watches worth Rs 18 crore and bags worth Rs 2 crore (as reported in the case of Anant Ambani and Radhika Merchant at NMACC’s launch), the guests can’t afford to be casual. A new, striking outfit, preferably sourced from the ‘it’ designer of the moment is an absolute must for these events.
Celebs, influencers don’t pay...
Interestingly, the filmstars who set a benchmark with their OTT get-up do not pay — the clothes, jewels, make-up... are all gratis!
Designers lend outfits to famous celebrities or influencers in a bid to increase their social media clout. Where regular attendees would end up breaking the bank, a large chunk of A-list invitees don’t spend a penny. Dentist turned content creator Dr. Geetika Rawat enjoys cashing in on her influential status by collaborating with brands. “I believe that instead of feeling the need to constantly buy new outfits and accessories, there are alternative approaches to standing out among the crowd at big events. As a blogger, I can leverage my platform to collaborate with brands,” she asserts. However, she also adds, “If such collaborations do not materialize, I have a range of outfits in my wardrobe waiting to be styled creatively, allowing me to showcase my unique style and make a personal statement at the event.”
Content creator Chandni Solanki has mixed feelings about the pressure to buy new outfits and accessories for big events. She says, “On the one hand, it can be exciting to invest in a stunning ensemble that makes you feel confident and stylish. It’s an opportunity to express yourself and showcase your fashion sense. However, the expectation to constantly acquire new items solely for the purpose of standing out can be financially burdensome and contribute to a culture of excess.”
For content creator Niharika Jain, standing out among the crowd at big events is most important to showcase her unique style and confidence to her digital following. She shares, “In the world of influencers, it’s not uncommon to receive outfits from designers for events.” In case that doesn’t happen, she enjoys showing her resourcefulness and individuality. “Mixing and matching pieces from our existing wardrobe or creating our own design from old clothes and sarees can result in unique and budget-friendly ensembles. Ultimately, as lifestyle creators, our goal is to inspire others to embrace their individuality, cultivate self-confidence, and celebrate their unique style. Whether it’s through our outfit choices or the events we attend, we believe that authenticity and self-expression are the true keys to standing out and leaving a lasting impact."
FOMO culture
The pressure to attend high profile events dressed to the nines, is in part due to a FOMO culture engendered by social media. Many of us can’t bear to skip the limelight when it’s offered to us on a platter. Deriding this negative trend, Solanki ends with, “The consumer culture associated with endless red carpet events has both positive and negative aspects. On one hand, it supports the fashion industry and provides a platform for designers to showcase their talent. It can also inspire creativity and influence trends. However, it can also promote excessive consumption and materialism. The pressure to constantly outdo oneself and keep up with the latest fashion trends can be financially and environmentally unsustainable. It’s important to strike a balance and promote sustainable choices, mindful consumption, and individuality in the face of this consumer-driven culture.”
