Design as “Aesthetics of Excess”- Indian Weddings.

A wise person should have money in his head, not in heart.

Wedding is like a Prada bag, everyone wants to have it, but are scared by what is going to take away. Some Indian weddings on the other hand are like the people who own that bag. They just needed a reason to tell this to the world.

This statement is a bit controversial as it’s not always true. But in the context of “Aesthetics of excess”, we will talk about only that bunch of sticks that fit the situation. While writing my previous blogs on the same subject, I came across mistinterpreted views by the audience. Let me make it clear once again what Aesthetics of excess actually means. It’s not a negative phrase. I’ll take Indian Hindu weddings and Church weddings to give an analogy.

A church wedding by a wealthy English family would probably cost the same as the big fat Indian wedding. The only difference is that where a bride in the west would wear a $10,000 Jenny Packham gown, and an Indian bride would probably wear a Rs. 10,00,000 Sabyachi lehenga. They cost the same then why are Indian weddings called fat and loud ?
The reason is the choices and ideas of ‘beautiful’ we have as a culture and society.
The white gown even after being expensive will be subtly embellished, where as there will be “Aesthetics of excess” (excess in comparison to the counterparts) in an Indian bridal dress. The beautiful interplay for colors, materials, textures, designs, embroidery styles, embellishments, layers and numerous techniques that come into the picture that the final result is like a movie where multiple creative aspects create a cumulative visual experience.

Having clarified the meaning of the term now, let’s talk about how Indian weddings fit into the context of Aesthetics of excess. The big fat Indian weddings are getting bigger and fatter. Just opposite the way Mc Veggie is getting smaller and slimmer. (P.S. I have been very disappointed by Mc Donald’s lately).
While Bollywood movies are struggling to enter the 100 crore club, there are many big industrialists who have successfully joined that by throwing the most lavish weddings, where even Beyoncé would perform in a private concert.

Such wedding sometime make you believe in the always excessive wealth that Karan Johar movies have had for over two decades. “The heavier it is, the more beautiful it looks, the richer you are”, this is literally the mindset of certain people during weddings. And how can this topic be complete without certain Punjabi weddings coming into picture (P.S. it’s not a generic statement for the entire community).
This instantly connects with solid pieces of Gold, thick layers of make-up, glittery attire’s and off course some Gucci and Prada. The more it glitters, the more valuable it is for the crowd.

Sadly, this is marriage in our traditional society. Having said that, my views are not against spending money or any form of celebration or any style of enjoyment, nor disregarding what people do. I am in a favour of more sensible and deeper concept of marriage. Rather than investing in Aesthetics of excess, it can be spend in a way that generates value. Wouldn’t it be amazing to go on a world tour with the two families and getting married over a cruise with just the people who are most valued. Wouldn’t this generate a correct emotional stance and state of happiness while still spending the same that would have fed 1000 people with 100 varieties in a well decorated pandal. 

This show off is not worth it because the people who have designed this entire system took its marketing too seriously. Now it’s like a bad product that everybody uses because no one practices the alternates available. Marriage is a holy tie, let’s not make it an obligation, a compromise most of the times burdened under Aesthetics with suppression in emotions.

Wouldn’t it be amazing to think of a new way, a more valuable way of celebrating the holy matrimony, rather than two well dressed people surrendering to the society just to take ‘pheras’ around the holy pyre.

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