globally cotton is becoming a favourite of designers will india where masses have always favoured the fabric follow suit world over savvy women no longer associate the word green with a negative emotion green now stands for environment and all things natural so fashion is also taking the green route and natural fibres like cotton have become its latest darling but in india surprisingly cotton is not a haute material not yet at least as designer varun bahl puts it its only since the past three seasons or so that cotton has been used for making designerwear in a big way why the indian mindset has been that of seeing cotton as a low brow material and so all highend designerwear boasts the usage of rich materials like chiffon and georgette says varun but cotton still remains the masses favourite due to the sultry humid weather in most parts of the country out of the total fibre consumption in india 58 per cent is cotton whereas globally its only 39 per cent says ashish dhir representative of cotton council international in india but now the rich have begun favouring cotton as actress soha ali khan says i dont have a style statement for i dress up in whatever i feel comfortable wearing i think cotton clothes are just the thing if you want to breeze through the unbearably humid monsoons with style and poise so these days designers across the globe are experimenting with cotton fabrics words like eyelet and seersucker varieties of cotton now appear more often on the runway cue sheets agrees agnieszka fijol senior manager south asia european region cotton council international in the last threefour years denim has upped cottons glam quotient fact is no one associates denim with cotton a pair of jeans is now considered an evening wear and in some offices is even acceptable in the boardroom its amazing to see how costly a pair of designer jeans can get these days adds designer ritu kumar also it is no longer the poor mans fabric khadi for instance is the most wanted cotton material these days and since the haute look this season is crumpled and crushed cottons crushability has made it the designerwear but the best boost cotton may receive in making the rich and the famous make a dash for it might come from mother nature herself as ashish cautions while cotton is a natural fibre available in a limited quantity the production of manmade blends like polyester can be increased to suit the demand i wouldnt be surprised if by 2020 cotton becomes the costliest dress material available