Winds of change in Bangaliana fashion

The ever-sustaining golden history of the sarees of Bengal has made way for exploring a sought-after fashion item of brawny wardrobe joy: the digitally printed saree. Usually, they are considered more like artistic fashion pieces than go-to luxury wear. They are also one of the top fashion choices of young women.
We now have computers and digital prints - all working together to make lovely sarees. First, the designs or patterns are composed. We got printers in offices but now for making sarees by printing the compositions. Ironing, sewing, and polishing take place to make the final product.
The fabric known as Than is essential for creating sarees. The fabric gets manufactured from art silk or a blend of artificial silk materials. Coating the clothes prepares them for printing. The techniques are not similar to weaving the sought-after Baluchari or Dhakai Jamdani. While varieties like traditional Jamdanis, Tant, Swarnacharis, and Balucharis hold reverence for their intricate hand-woven designs and timeless appeal, digital print sarees offer a contemporary and innovative twist to traditional patterns.
Horitoki, a Dhaka-based clothing brand, has followed the trend and introduced a range of sarees with diverse designs, themes, and narratives to cater to the fashion preferences of the market's buyers. The prominence of digital print has become evident in Horitoki's saree collection for several reasons.
Digitally printed sarees allow for a wide range of colour palettes and intricate detailing, bringing out the full potential of the design.
Unlike traditional hand-woven techniques, producing digital print sarees does not necessitate specialised skills. Additionally, Horitoki incorporates popular motifs into their sarees, such as Satyajit Ray's movie posters, Jamini Roy's paintings, Dhaka rickshaw artwork, Vincent Van Gogh's masterpieces, village landscapes, Chinese art, and more. These captivating designs get seamlessly integrated into the digital print sarees.
As a result, there has been a growing enthusiasm among buyers, prompting an increase in demand. The rising interest in digitally printed saree has attracted more entrepreneurs willing to venture into producing digital print sarees themselves.
Nisarga Miridha, an undergraduate student of East West University, Dhaka, finds digital print intriguing as a concept for fashion. He said, "To be specific, digital print sarees are very colourful and shiny. It is beautiful and can easily attract attention. And the digital print sarees can reflect the subcontinental culture very well. The digital print sarees have become versatile as various elements like Van Gogh's sunflowers, Patua's painted women's faces, Rickshaw paintings' flower birds, Jamini Roy, Satyajit's creations have been placed in these sarees."
Parineeta Fashion, another brand working with digitally printed sarees, followed suit. It understands the importance of upholding traditional allure while embracing the winds of change. In this pursuit, it has witnessed the enduring popularity of intricately woven sarees alongside the emergence of a new contender in the market-the digital print saree.
Digital print sarees have captured the hearts of fashion enthusiasts far and wide. The innovative approach to saree design has struck a chord with those who seek the perfect blend of tradition and modernity. As fashion evolves each season, Parineeta Fashion remains committed to adapting to shifting trends.
Rima Sarah, a fashion enthusiast and a fresh graduate from BGMEA University of Fashion and Technology, shared, "Bengal is known for its rich heritage in textiles and craftsmanship. Many of us have embraced digital printing to display traditional designs in a modern and visually appealing way. There is a combination of tradition and innovation. Many appreciate the blend of old and new and desire sarees that match their evolving preferences."
Facebook and Instagram have become catalysts for the success of product businesses, including the flourishing market of digital print sarees. They provided platforms for e-commerce to showcase their creations and fostered a vibrant community among Bengalis and beyond. Facebook and Instagram have created a space where individuals can find inspiration, start their ventures, indulge in creatively crafted products, empower entrepreneurs, and satisfy the hunger for unique and artistic offerings.
Digital printed sarees often feature diverse designs, including floral patterns, abstract motifs, geometric shapes, and a fusion of different art forms. These sarees capture the essence of Bengal's artistry and cultural diversity, serving as a testament to the region's creative prowess. They deliver a refreshing take on traditional sarees while preserving the essence of the region's rich textile heritage.

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