Indian Fashion Market: From Conventional Craftsmanship To Contemporary Couture

Consumer preferences in the fashion market are continually evolving, greatly influenced by cultural shifts, technological advancements, sustainability concerns and economic conditions. Digitisation, personalisation, rental schemes and the rise of Gen Z influence are some of the many new trends that indicate a shift towards more conscious and value-driven consumer behaviour.

With consumers empowered to choose products that resonate with their values, it has become imperative for fashion brands to stay relevant and adjust to the new trends. Ultimately, brands that possess the ability to adjust to a constantly evolving environment, will be best placed to maintain longstanding brand reputation and market leadership. On changing consumer preferences, Nikhil Mehra said, "We are the torchbearers of creativity as we get the opportunity to create, along with consumers who are also willing to give us a chance. This is a beautiful emotional cycle between the creator and the consumer.”

At the BW Future of Design Awards 2024, Shantanu Mehra, Co-founder and CEO, and Nikhil Mehra, Co-founder & Chief Design Officer, Shantanu & Nikhil explained how they have navigated a choppy fashion journey for the last 25 years. For them, the idea was to interpret a different narrative of India, the one that moves away from traditional embroidery and decadent style to an interplay of silhouettes and minimalism. They wanted to make India look sexier, while keeping the occasion in mind and bringing in their philosophy of luxury.

A Core of Craftsmanship

For most designers, craftsmanship means restoring the fundamental connection between fashion and art. Craft is central to the Indian Fashion Industry.  Talking about fashion houses making an all-out effort to keep the craft tradition alive, Nikhil Mehra said, “As fashion designers, we are probably the reason why craft is still alive. For instance, there is a lot of time, R&D and effort going into the next collection. Craft has great value for us and is an integral part of the new collection." To this, Shantanu Mehra added, “What we do is handmade. We do not let technology come in and interfere with the magic of the handmade. So, there is continuous revival and sustenance of craftsmanship. Craftsmanship can not only be determined by the embroidery that you do. It is about a 360-degree approach. Hence, craftsmanship will never die.”

Soumya Sehgal Bhutani

BW Reporters Soumya is the Senior Editorial Lead at BW Marketing World. She extensively writes on the Indian media, marketing and advertising ecosystem in India.