Black and White 'Premam' revolution hits expat Keralites

Keralites are in the grip of black and white fashion trend set forth by romantic movie, Premam [Love].

George, essayed by Nivin Pauley, is a rebellious youth in a college campus, who wears black shirt and red dhothi. The movie has had a great impact on young students in the South Indian state, so much so hashtag#premamstyle is trending on social media. And youngsters during the recent Onam celebrations mimicked Pauley’s attire.

In fact, overseas Keralite community too is in the grip of the fashion trend. Unlike the tradition of wearing white or beige silk dhothis, this Onam season black and white combinations. Those celebrating the festival in labour camps were seen in the latest trend.

The movie has been successfully showing across the GCC for one-and-a-half months. Rajan Varkala, Censoring Officer of Phars Cinema Group, said: “Premam made record collection.”

Shamsudeen Nellara, Managing Director of Address Shirts, said: “The sale of our black shirts have gone up substantially in the last couple of months. In view of the huge demand for black shirts, we are bringing more stock for the forthcoming Eid season.” 

“I like to wear black and this movie has improved my preference for black shirt,” Ratheesh Valiyaveettil, a Dubai resident.

However, there are sceptics, too. “I always had a black shirt. But now seeing crazy people wearing black shirt with white dhothi, I have kept mine in the wardrobe. I feel embarrassed to wear mine because people will think I am imitating George.”

 

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