Chic set cottons on to cool partywear

Cotton is slowly nudging silk out as the preferred fabric for occasions
It''s fashionable to eat organic tomatoes, drink chlorophyll and turn vegetarian. It''s also cool to choose cotton over synthetic to wear at a party. The swish set has declared plain old cotton hip enough to go to the best parties in, making it next only to silk in popularity. So says a nationwide study conducted by the Delhi-based KSA Technopak.
The results of this year long study released in May, promises to shock Bangalore''s party hoppers.Consumers belonging to the socially active, upwardly mobile segment were interviewed from nine Indian cities for their perceptions of cotton. While 96 per cent spontaneously recalled cotton as a fabric, 66 per cent pegged cotton as "having the right attributes for formal wear".
Flatteringly for our desi fabric, the glam set also rated cotton highly on durability, pricing, softness of fabric and variety.
"Gone are the days when cotton would come in coarse finishes. Today, there are few fabrics that offer comfort and style all in one. The boring image of cotton has made way for a new one that looks at it as a sleek fabric that falls well and comes in a variety of colours, styling, designs and brands," says KSA Technopak associate director, Harminder Sahni.
Sixty nine per cent rated silk as the top party wear. According to the survey results, the silk saree, a hot favourite for parties, is losing its shine.
With cotton here in the wrinkle free fabric race as well, the party wear fabric category may have a new entrant. "Earlier, the party look was essentially one with shine and sheen. Of late, the more evolved consumer prefers cotton — what with the fabric given better technological treatment. There are prints and patchwork giving it the ‘party'' look. It''s also aspirational to wear cotton now since it is a natural fabric," apparel brand manager Tarun Khanna adds.
From the common man''s fabric to the new international topper, sales of cotton party wear has increased by 14 per cent in menswear and eight per cent in womens wear. So, will cotton finally overtake silk at parties? "The comparison between silk and cotton is like that of diamond and gold," is all Sahni will say for the moment.
meghana_mathur@indiatimes.com