Status symbolism & social media influence popularise theme-based T-shirts for Holi
Saturday, 23 March 2024 | PNS | DEHRADUN
Various factors like status symbolism, the desire for individuality and the influence of social media have led people to wear theme-based clothing during Holi celebrations. In the past, individuals would typically wear their old clothes for Holi to prevent their other garments from getting damaged by the colours. However, many vendors of Holi products in Dehradun asserted that this practice has evolved, prompting individuals to purchase new clothing specifically designed for the festival.
The city market has been decked up with various items for Holi like masks, hair extensions in different colours and theme-based Holi T-shirts featuring phrases like ‘Happy Holi’ and ‘Holi Hai’.
A vendor with a small stall in Paltan Bazaar, Rishabh Chautala said that he opens a stall selling Holi items every year. The demand for Holi items which includes theme-based T-shirts and hair extensions has been increasing in recent years. He said that the desire to showcase oneself and the influence of cinema has led people to choose theme-based clothes for Holi.
Another vendor Jai Panwar said that there is a high demand for theme-based Holi clothes this year despite the high prices. The practice of wearing old clothes on Holi has evolved due to the influence of social media and cinema. He said that in order to protect hair from colours people are also buying coloured hair extensions.
“It is customary for people to visit each other’s homes on Holi and wearing old clothes can affect the festive atmosphere. Opting for themed clothing on Holi not only adds to the spirit of the festival but also signifies the importance of the occasion,” said a customer, Kritika Verma.
