Swetha Menon
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The traditional sari made an impact in the United States during the 1970s. Eugene Novack who ran the New York store, Royal Saree House told that he had been selling it mainly to the Indian women in New York area but later many American business women and housewives became his customers who preferred their saris to resemble the full gown of the western world. He also said that men appeared intrigued by the fragility and the femininity it confers on the wearer.[71] Newcomers to the sari report that it is comfortable to wear, requiring no girdles or stockings and that the flowing garb feels so feminine with unusual grace.[72][73]
As a nod to the fashion-forward philosophy established by the designs of Emilio Pucci, the now-defunct Braniff International Airways envisioned their air hostesses wearing a more revealing version of a sari on a proposed Dallas-Bombay (conceivably via London) service in the late 1970s. However this was never realized due to Halston's resistance to working with a palette outside of his comfort zone. The former Eagan, Minnesota–based Northwest Airlines considered issuing saris to flight attendants working the Minneapolis-Amsterdam-Delhi route that began in the 1990s. This never occurred largely due to a union dispute.
The sari has gained its popularity internationally due to the growth of Indian fashion trends globally. Many Bollywood celebrities, like Aishwarya Rai,[74] have worn it at international events representing the Indian culture. In 2010, Bollywood actress Deepika Padukone wanted to represent her country at an international event, wearing the national costume. On her very first red carpet appearance at the Cannes International Film Festival, she stepped out on the red carpet in a Rohit Bal sari.[75][76]
Even popular Hollywood celebrities have worn this traditional attire. Pamela Anderson made a surprise guest appearance on Bigg Boss, the Indian version of Big Brother, dressed in a sari that was specially designed for her by Mumbai-based fashion designer Ashley Rebello.[77] Ashley Judd donned a purple sari at the YouthAIDS Benefit Gala in November 2007 at the Ritz Carlton in Mclean, Virginia.[78][79][80] There was an Indian flavour to the red carpet at the annual Fashion Rocks concert in New York, with designer Rocky S walking the ramp along with Jessica, Ashley, Nicole, Kimberly and Melody – the Pussycat Dolls – dressed in saris.[81]
