Chic match: An exploration of popular celebrity-style saris

The article discusses the culture of replicable fashion made popular by films and stars by studying the different styles of sari and their consumption. Sari has occupied a pivotal role, as it represents Indian indigenous culture, decency and aesthetics (Wilkinson-Weber 2005). Several genres of Bollywood films have associated it with eroticism, voyeurism, joyful abandonment and chastity. The article shows how Bollywood saris circulate and produce meanings that become aspirational and are emulated, though associated with fast fashion. The article studies this in two parts. Firstly, it constructs an iconography of the saris, detailing the styles and drapes that became popular and were replicated by fans. The second part discusses this trend through the portrayal and consumption of the recent ‘Alia sari’ in the film Rocky Aur Rani Kii Prem Kahani (2023). The responses were collected from sellers, audiences and relevant videos on social media platforms.