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Dothefashion Launches Lifestyle Recommendation Blogs for Urban India which go Beyond Standard Segments
Dothefashion is an Indian fashion and lifestyle blog that aims to truly bridge the gap between fashion and it translating into a practical lifestyle for the Indian audience. Conversations in this sphere need to be more accessible in terms of everyday lifestyle to more people is the belief with which the website works. Fashion is often thought of in terms of fashion-weeks, ramp shows or celebrities. While all these different domains set the stage for conversation, translating a runway trend or a celebrity fashion choice for the everyday consumer is not a copy-paste deal. This gap only widens when a brand or trend has to traverse cultural waters. How can these translations be written in fashion conversations?
Websites or blogs, on fashion and lifestyle, that imitate or speak exclusively of brands and high end fashion trends may develop a niche audience but we must remember that the objective is not to create a conveyor belt where everyone lines up to be fitted in the outfit of one brand or another. It is about people; and the unique slants and quirks that individuals possess. Including street markets, traditional fabrics and street wears of India in the conversation on a fashion and lifestyle blog opens a framework wherein fashion truly possesses the potential to be a lifestyle. To put it another way, a part of the lifestyles of different cultures become a part of the fashion conversation, allowing for a more democratic engagement.
While not turning away from fashion trends, celebrity styles, and brands, Dothefashion sees the value in adding elements of Indian clothing in to the mix to broaden the spectrum of fashion lifestyle in the Indian context. With entries that discuss regional fabrics or clothes (bridging the eastern and western casual wear, Jodhpurs pants) and street wear and markets (Kothari Market, Indore) the lifestyle blog invites diversity and context. Dothefashion is not a project wherein such topics are discussed by making them seem 'ethnic' or 'exotic' but as part of the spectrum of choices available in our fashion vocabulary.
It must be clarified though that fashion is thought of as an art form and this is not a project to knock it off its pedestal, but to add to its richness by engaging the art with more diverse contexts and not excluding these aspects from the "mainstream". To remove such examples as only traditional wear or as clothes that do not have space in the modern wardrobe on a daily basis, is to do a disservice to the art itself. While a pair of driving shoes can transform your casual denim look, so can a pair of well-crafted rustic Kolhapuri chapels. Until and unless we explicitly hear the voices emerging from these spaces, the world of fashion will always be removed from the everyday space and be available only in glorified but distant runways.
This thought process forms the foundation of Dothefashion Simplify Fashion Blogs India campaign. The lifestyle website recognizes the immense influx of conversation regarding fashion on the internet in the last decade, and wishes to respond to this traffic by simplifying fashion conversations and contextualizing them for Indian readers. Adding perspectives to the mix that already exists is the approach of this fashion and lifestyle blog.
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