Abstract
This study examines how Hindi cinema costumes worn by female icons have functioned as historical recorders and cultural commentators across seven eras spanning 1913 to 2013. Using a qualitative case-study approach involving content analysis of films, interviews with industry professionals, and narrative analysis, the research traces how costume design has reflected shifting beauty standards, economic liberalization, and globalization. It highlights the roles of costume designers and stylists in shaping cinematic icons and shows how their choices, from traditional sarees to Western-influenced and fusion wear, mirrored and influenced the sartorial behaviour of female audiences in Indian society.
