Kitsch and Tell

What exactly is kitsch? As a descriptive term, kitsch originated in the art markets of Munich in the 1860s and the 1870s, describing cheap, popular, and marketable pictures and sketches. The Oxford Advanced Learner’s Dictionary explains it as “works of art or objects that are popular but that are considered to have no real artistic value and to be lacking in good taste”. Would that imply that every other designer is imitating art which is lacking in good taste?

Indian Kitsch in today’s market has become one of the most widely used concepts for a reason. It SELLS. Besides the fact that it looks colourful, and sometimes quirky, it depicts India in its many diverse forms and colours. Perspectives have changed and gradually, people have become more open to accepting and embracing India the way it is. Cows walking on the roads, corrupt politicians, Indian gods and goddesses, Hinglish graffiti behind trucks and auto’s, Sadhu’s smoking chillums, Villains’  abusing  in bollywood movies, the list goes on.

Indian kitsch was a new concept when Manish Arora launched his label in 1997.Taking inspiration from dance mudras the Indian circus and various Indian motifs; he set the trend for new age kitsch. All of a sudden, people wanted to be seen in pop coloured tops with a mudra on it or flaunt a fish fry pair of sneakers. The kitsch inspired range he designed for Swatch and MAC can be seen all across the world now.

“Our generation has become more accepting of our culture. We aren’t looking to ape the West anymore and are comfortable using Indian images. Now desi images like, say, a Donposter or a chai stall are considered cool,” says Nida Mahmood, the new-age kitsch queen.

This kitsch trend has become global now and even international designers like Betsey Johnson, Anna Sui and JC de Castelbajac are definitive for their kitschy style.

Showing what real India is to the world is a realization that has come along with kitsch inspired designs. We as Indians should be proud of our rich culture and diversity, and not be afraid to tastefully show it!