Midriff considered to be a part of bridal jewellery. Due to modern fashion trends, along with saris, the midriff-revealing ghaghra cholis are also popular. Designer Manish Malhotra's Fashion Week collections regularly highlight low waisted ghaghras accompanied by short cholis. Such ghagra cholis are more commonly worn by the Bollywood celebrities in films as well as in real life. For example, actress Malaika Arora Khan featured in midriff revealing ghagra choli without dupatta for the hit songs "Chaiyya Chaiyya" in Dil Se.. (1998) and "Munni Badnam" in Dabangg (2010). Actress Priyanka Chopra featured in a low rise ghagra choli designed by designer
Bikini swimwear of the 1930s and 1940s incorporated increasing degrees of midriff exposure. The 1932 Hollywood film "Three on a Match" featured a midriff baring two piece bathing suit. Teen magazines of late 1940s and 1950s featured similar designs of midriff-baring suits and tops. However, midriff fashion was stated as only for beaches and informal events and considered indecent to be worn in public. Hollywood endorsed the new glamor in films like 1949's "Neptune's Daughter" in which Esther Williams wore provocatively named costumes such as "Double Entendre" and "Honey Child". Wartime production during World War II required vast amounts of cotton,