A COMPARATIVE STUDY OF PREFERENCE OF KITSCH, MINIMALISM, AND INDIAN FOLK ART AMONG LIFESTYLE OF YOUNG ADULTS

Fine Arts

Kitsch and minimalism are two types of art forms which are complete opposite of each other. Kitsch is quirky, out of the box and overboard with emotions while on the other hand minimalism is subtle, simplified, reduced to its basic form. Indian folk art is a third category which influence on a person’s lifestyle as most of the Indian people prefer ethnicity in their homes as it keeps them closest to their roots. The aim of the study was to find out the preference of kitsch, minimalism, and Indian folk art among lifestyle of young adults. The total sample was selected to be 155 out of which, 60 fashion students were selected from the UIFT, Panjab University; 40 students were selected from NIIFT, Mohali and 40 students were selected from home science college, Sector 10, Chandigarh, to fill the first questionnaire. A second questionnaire was prepared with suitable items which were filled by brands working with the chosen art forms in Chandigarh. The survey concluded that Minimalism is the most preferred art form among young adults as it is good for casual wear and gives preference to comfort followed by Indian folk art and the kitsch. Indian folk art has a bright future in Indian fashion market but Kitsch is least favoured and thought to be least suitable for suitable for Indian fashion market. It seems to do well in accessory section and home furnishing but because it’s flashy, it tends to gain attention.

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