20 October, 2020

The Jacket's Turned Coat

Modi seems to have managed to turn the attire, his version of retro chic, into something more mainstream and commonplace.

Imaging: Deepak Sharma/Outlook
The Jacket's Turned Coat

Each time Prime Minister Narendra Modi walks on to the stage, one can’t help but notice his crisp half sleeve kurtas and snug jackets buttoned all the way up to the neck. Both of them in all the shades of a rainbow. When Modi isn't governing the country, he is busy setting sartorial trends and defining men's fashion. Like a movie actor or rock star, he is doubling up as a style icon for his fans/followers who, beyond just casting their vote in his favour, are asserting their support by hanging on to what he wears.

Walk into one of the most popular markets in the capital at Sarojini Nagar and you are bound to find jackets similar to those worn by Modi hanging in almost every shop. They have even been named after him: “Modi Jacket”. The huge supply comes riding on a massive demand. No wonder, both the high-end brands as well as local vendors are stocking them in good measure. According to Lakshman, in-charge of the government run Khadi Gramodyog Bhavan at Connaught Place, the jacket has seen a 100 per cent increase in sales ever...



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