Festive Fashion Market Booms With Designer Wear Demand, Sustainable Innovation

As the festive season approaches, India’s fashion market is witnessing remarkable growth, driven by a strong demand for designer wear that blends heritage with modern design. Consumers, especially younger generations, are increasingly seeking outfits that reflect their personal style and cultural pride, creating a shift that has opened significant opportunities for both luxury and homegrown brands. 

According to Ambuj Narayan, CEO of Taneira, “Collections now merge India’s timeless heritage with fresh narratives that resonate deeply with modern sensibilities. At Taneira, we aim to meet the demand for lightweight, easy-to-drape sarees in vibrant hues, creating garments that balance elegance and individuality.” Such collections reflect a growing appetite for clothing that honors tradition while embracing contemporary aesthetics.

Luxury and homegrown brands are responding dynamically to this demand. Nupur Kanoi, an established designer, sees this as an “opportunity to deliver collections that resonate with consumers seeking something distinct for festive occasions.” This shift reflects a rising inclination for luxury and statement pieces with unique silhouettes and intricate craftsmanship, which has become a defining feature of festive fashion. 

As Ankit Jaipuria, Co-founder of ZYOD, notes, "Brands are increasingly adopting agile manufacturing models, allowing them to produce smaller, limited-edition collections quickly." This responsiveness meets the market's demand for exclusivity and allows brands to avoid overproduction, a significant advantage in today’s rapidly shifting fashion environment.

Personalisation and Global Influence
The desire for festive wear that reflects individual expression is an emerging trend that has reshaped the festive fashion landscape in India. Ishant Rastogi, Senior Designer at The Indian Garage Company, observes that consumers are “increasingly looking for high-quality, unique pieces that resonate with their personal style during celebrations like Diwali, Dussehra, and Navratri.” This shift benefits both luxury international brands and local designers, creating a vibrant and competitive market landscape. The influence of Indian culture globally has also bolstered demand, with brands combining traditional crafts with contemporary elements to appeal to diverse consumer bases.

Gen Z, highly engaged on social media, plays a crucial role in this market shift. As Gautam Gupta, Co-Owner of Label Asha Gautam, explains, Gen Z is “driving demand for personalised designer wear” as they seek exclusive, festive looks that reflect individuality. The strong presence of young consumers has led to the emergence of new designer labels and personalised options across a wide range of price points, democratising access to designer wear in India. Gupta notes, “India now offers designer labels across all price points and for every segment, marking a new era for Indian fashion.”

Sustainable Practices Shape Festive Fashion
Sustainability has become a cornerstone of India’s fashion landscape, with brands increasingly incorporating eco-friendly practices to meet the demands of conscious consumers. “In today’s brand landscape, sustainability stands as a cornerstone, especially within the fashion sector where it resonates as a prevalent buzzword,” says Zeba Khan, Director of Fashion and Beauty at Amazon India. To address these shifting preferences, Amazon Fashion has introduced eco-conscious brands, including Fabindia and Suta, that use sustainable fabrics, catering to a growing consumer base that prioritises ethics alongside style. This shift is particularly pronounced among Gen Z and millennials, who are increasingly drawn to products that align with their values.

In line with this commitment, Taneira’s Narayan highlights the brand’s efforts to create a purpose-driven fashion experience: “Our Vegan Collection serves as an eco-conscious alternative for discerning consumers, featuring luxurious plant-based materials that embody elegance without compromise.” Taneira’s focus on sustainability extends to initiatives like the "Exchange, Elevate, and Empower" program with Goonj, which promotes responsible consumption while celebrating India’s cultural heritage.

Empowering Local Artisans and Heritage Craftsmanship
Brands like Taneira emphasise traditional craftsmanship and empowerment of local artisans. Narayan describes Weavershala, an initiative “dedicated to empowering artisans and skilled craftsmen in preserving age-old techniques.” By sourcing from over 100 craft clusters across India, Taneira curates an authentic selection that showcases India’s regional diversity. Such efforts underscore a commitment to supporting heritage craftsmanship while aligning with the growing consumer demand for cultural authenticity.

This emphasis on traditional craftsmanship resonates across the industry. Ravi Gupta, Creative Director at Gargee Designer's, explains that “homegrown firms are focused on sustainability by using eco-friendly materials and supporting local craftspeople.” This approach not only appeals to environmentally conscious consumers but also addresses the broader climate crisis by reducing environmental impact. This shift toward eco-friendly fabrics, handcrafted techniques, and the reuse of materials marks a significant positive change for the industry.

Ecommerce and Accessibility Drive Market Growth
The role of ecommerce in expanding the reach of festive fashion cannot be overstated. Digital platforms have made it easier for consumers to access high-quality designer wear, driving sales across metropolitan and smaller cities. Devangi Nishar Parekh, Managing Director of Aza Fashions, highlights the impact of digital channels: “Social media platforms such as Instagram have heightened awareness and accessibility to fashion trends, fueling aspiration and consumer interest.” This online visibility has created demand for luxury and unique festive wear even among first-time buyers in tier-2 and tier-3 cities, democratising access to high-end fashion.

Amazon’s Zeba Khan corroborates this, noting that premium categories on Amazon Fashion, including luxury watches and jewellery, have seen a significant uptick. She notes, “Smartwatches surged 10X, and premium watches grew 6X, reflecting strong interest in premium lifestyle products.” This increase highlights the shift in consumer preference toward premium products that blend traditional values with contemporary aesthetics.

Balancing Luxury with Affordability and Sustainability
Homegrown brands are increasingly offering affordable luxury to cater to a broader demographic, including young consumers. As Preetam Kumar, Co-founder of Silchic, explains, brands are “combining traditional crafts with new trends,” which makes their products attractive to consumers who seek a balance between cultural heritage and modern sensibilities. Silchic, among other brands, is providing exclusive limited-edition collections and customization options, broadening the appeal of sustainable luxury wear in the festive market.

Even as brands incorporate sustainability, the challenge of creating fully sustainable lines remains. Gautam Gupta emphasizes the importance of integrating eco-friendly practices into fashion: “The climate crisis calls for urgent action, and many brands are adopting eco-friendly fabrics, fair wages, and reuse of garments.” As consumers become increasingly conscious of their purchasing choices, the market shift toward sustainable practices is expected to gain further traction.