Indian Luxury Fashion: Post-Pandemic

2020 has been a transformative year for the fashion industry ; whether we are seeing the global pandemic , the political situations or rising consciousness for environment; everything seem to lie in spotlight throughout the year. Much of the year is seeing the conformity of reforming fashion trends due to COVID 19. Brands are now revamping them as per the new landscape. And, getting closer to the year 2021, the fashion industry is now getting into the post-pandemic phase, reshaping the luxury market to sigh the change the way industry is trending.

Since the outbreak of pandemic, indian fashion luxury market experienced a slowdown. The times when customers are shifting their shopping style from offline to online; E-COMMERCE has been a hero even during the pandemic and post-pandemic too. During the pandemic and as far as we are foreseeing the trend in the market post the times, people in the country are spending considerable amount of time scrolling through internet and multiple shopping portals. Where we had 50-60 million of people shopping online in the initial phase of the pandemic, the engagement has doubled now, and is expected to increase post pandemic.

Luxury Fashion Trend: Are We Finding Ourselves?

As we are stepping into the post-pandemic phase, people are unapologetically showing their sloppiness in terms of their clothing styles and grooming; calling it the “quarantine chic” style. This global pandemic has upended the fashion industry in a major way and our relationship with fashion has evolved into something more EXPRESSIVE PERSONAL STYLE. Today we are connected more virtually, whether it is working from home or having a virtual brunch with your friends; casual and relaxed fashion trends are keeping the brands stay afloat post pandemic.

Hence, the wardrobe preferences has changed. We are not investing much on trendy clothing, swiftly, shifting to something much basic, something much athleisure!

We are sitting in our sweatshirts and trackpants or pajamas, quickly changing into a button down shirt and tie for guys, and some formal top or blazer for girls: keeping the trackpants bottoms on, for those sudden virtual meetings.

Changing Definition Of Indian Luxury Fashion

Fashion now has become unisex and people are now embracing the mix and match aesthetics. Streetstyle is a major hit in the luxury market. Risqué slits, buttoned up tracks, sustainable fabrics and oh so muted tones encompass the DNA of the post pandemic luxury fashion wardrobe. Indian homegrown labels have revamped the definition of streetwear for the indian consumers. Every purchase we are making now, is well thought and impulsive shopping is avoided.

A Wardrobe Which Is Sustainable, Basic And Has An Everlasting Quality, Is The New Indian Luxury.

Buttoned down shirt with pajamas and shorts is the new luxury which is comfortable and so personal. We are now dressing up to impress us!

Hence, this is a curation of mindful wardrobe.

“Smize: Your Smiling Eyes”

High demands for kajal, mascara, and other eyebrow and eyeshadow products are up by 5% looking at the changing beauty preferences of the customers. Women are paying more attention to their eyes now as a way of expressing themselves, as half of their face is covered with face masks. Looking at the post pandemic phase, fashion will spread its arms in redirecting people to style sunglasses or glasses more with their outfits, as an additional expression to their wardrobe.

Styling your eyes, is the new luxury foreseeable in the indian market.

FACE MASK: WITH A MESSAGE?!

We are seeing political and environmental crisis happening in the country, whether it‟s the farmer strike, attack on dalits, economy, or reformism ; pollution, we have a way to express ourselves through our face masks. Public interactions has minimized. So, our face mask is a refection of the idea we are trying to put across in the society.

A mask with a message is a luxury, flowing down from tier-1 to the ones which follow. This is an indication of strong sense of self belief.

Upcycling: The New Jugaad

We are finding a luxury in the upcycled homegrown brands, promoting an idea of “ORIENTALISM”. The luxury spending on these upcycled brands is expected to double between now and 2025. Gen-z is championing the move towards a more meaningful relationship with these brands taking forward the creative luxury.

A shift towards “seasonless” collection will help conceptualize new formats, and there is an opportunity for brands to reimagine themselves as more consumer centric. There are a few indian luxury labels selling upcycled products:

Doodlage

Passionate about the magic of reinvention, creative directors and partners Kriti Tula, Paras Arora and Vaibhav Kapoor have dedicated their entire fashion label to the ethical concept of upcycling and recycling. From creating fabric out of damaged spools of thread that cannot be used in machines, to repurposing strips of fabric to make knitted mufflers and sweaters, their style is edgy, casual, versatile and constantly evolving.

AM.IT

Brainchild of fashion lover Amit Aggarwal, the AM.IT label kicked off its Autumn/Winter 2015-16 collection with upcycling as the focal point. This buffet of textural ingenuity features leftover felt bindi cut-out sheets sourced from factories in Delhi which create a futuristic jaali effect in contemporary fashion. Recycled plastic sheets, fabric from old stockings, and ikat and batik cloths intersperse the labels

designs, making the environmentally sound concept of repurposing sound, well, chic.

KaSha

Crafted by Karishma Shahani, KaSha takes upcycling to a whole new level with discarded plastic bags turned into jackets, second-hand sneakers chopped and revamped into stilettos, and discarded chandeliers converted into beautiful jewellery. Skirts are hemmed with old Benarasi sari borders, and crop tops are fashioned out of discarded T-shirts and leftover fabric at this hip clothing brand, where a new style is spun out of every piece of „junk‟.

A Strong Start to 2021

Fashion and beauty brands should take advantage of these trends and marketing wins to create a base of enthusiastic customers in 2021.