How Mumbai’s first style destination lost its sheen

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It has been featured in films, mentioned in books and bookmarked relentlessly in Mumbai's travel guides.

Yet, the city's first style destination — Fashion Street, once the one-stop shop for all things trendy — seems to have lost its glamour. Old-time vendors, who continue to be loyal to the place, reminisce about the good times and rue the changes that have led to its slow decline.

The changing fortunes

Vendors from Dr D N Road and those outside the Chhatrapati Shivaji Maharaj Vastu Sangrahalaya moved to Fashion Street years ago as they felt it was a plausible place to conduct and expand their trade. Many of them had a license and this was established as a place for business, informs old-time seller Dharamvir Singh. "Initially, when we came here, there were just some makeshift boxes and stalls," he says. But time and lady luck were in their favour. "We did good business and famous people came to buy stuff. Par ab aisa nahi raha (things aren't the same any more)," he adds. Another vendor, Abdul Kalam who has had his stall here since a long time, says that over the last two years, business has dwindled by 25 per cent. "People complain that the quality of clothes isn't good enough and the outfits aren't trendy. We cannot afford to buy items at exorbitant rates, so the quality suffers. Earlier, it was all export material, but now it's a mix of the export stuff and locally-sourced clothes," he says. Business has also been affected due to the smaller markets that have mushroomed across the city and suburbs. "People prefer going to other places in the city to shop. Now, our business is largely dependent on foreign tourists. We also get buyers from Delhi and Punjab," says T-shirt seller Ajay Kamble. In a bid to lure customers, vendors have strived to keep up with the times. For instance, a seller Santosh Gupta sold 'Modi' jackets that started at `300. "Customers loved them and I had good sales," he says. However, these instances are too far and few between and do not necessarily translate into a steady stream of buyers. Fashion aficionados state they have shifted their loyalties from Fashion Street to other shopping hubs mainly due to lack of good options. Lawyer Shilpa Balani says, "With so many malls coming up, which house a wide range of shops that sell the latest in fashion and accessories, we, consumers are spoilt for choice. Also, shopping streets in the suburbs stock these items, which are available at throwaway prices. Earlier, I would often buy stuff from Fashion Street but now, I prefer going to other places." Collegian Nimisha Shah still likes to shop from Fashion Street, but not for chic clothes. "I go there just to buy the casual stuff like exercise clothes, which are quite affordable," she says.

Fashion Street needs a facelift

While the government might control the trade and impose rules, it affects business as well. "Raids are conducted frequently. Officials come even twice a day. It's a tough time for us. The government needs to improve the amenities and build a proper footpath. There are so many tourists who come here and treat this as a landmark, surely, the authorities can do something to reclaim Fashion Street's lost glory," concludes Singh.Read more at:http://www.marieprom.co.uk/prom-dresses-manchester