What drives GenZ fashion choices and sentiments in India?

To grasp the fashion choices of the much-debated Gen Z, it is imperative to empathise with this unique cohorts’ sentiments and participate in the dialogues that tend to rule their mind space. With over 100 million GenZ consumers in India, this demographic wields considerable influence over the country's consumer landscape. As pioneers of societal change, the country’s most influential digital natives have far reaching aspirations, ambitions, and values that redefine our social fabric, challenging traditional norms and reshaping the future towards ‘something’ better!

"There is no such thing as ugly. That’s a word that doesn’t really enter my vocabulary. If there’s any definition to being perfect, you’re perfect at being yourself.” - Zendaya

Here are a few key ones, where many a homegrown D2C (Instagram) label have tapped into and garnered Gen Z loyalty:

Radically Inclusive: Gen Z champions "woke culture" by embracing and respecting individuals of all races, sexual orientations, and body types. They are strong advocates of body positivity and gender neutrality, making inclusivity a core value.

Seek Authenticity: They refuse to be confined to a single tribe, striving for individuality and personal relatability in everything they do, and hence seek the same from fashion. Their awakening to find their cultural roots drives them to navigate this chaos of modernity to find authentic stories of their past or what it means to be Indian.

Community & Connect: For Gen Zs, it is about creating memorable brand experiences through storytelling and experiential retail. They don’t believe in being boxed in for their fashion choices (ethnic vs. western). If its “drip” its works!

Sustainability and Ethically driven: Shaped by the pandemic, Gen Z resonates deeply with sustainability and a secured future. They actively engage in conversations about ethical practices and aren't afraid to call out brands for false claims.

Their Fashion?

The fashion preferences of the Gen Z you, unlike many of the predecessors is a lot more vocal (we must attribute this to the digital reality of their lives), and often also contradictory. There is a strong voice heard on being anti-fast fashion and conscious, while H&M and Zudio dominate their wardrobe choices. But keeping moral standards or choices aside, there is definitely some key trends that consistently pique their interest (now)!

The “carefully careless” triage: combines a crop top with an oversized shirt or short shrug and oversized parachute pants or baggy trousers. One piece features a statement print, adding a pop of personality. This mix of structure and flow offers comfort and style, embodying a relaxed yet intentional fashion ethos.

The “gender neutral” shirt: A favourite, the reliable boxy shirt pairs perfectly with any ensemble – western or ethnic, retaining a sense of nonchalant chic while also being pro- inclusive. Bold prints, neon solids and indie expression dominate the expression in this simple, unassuming separate.

Nostalgia everything: While the Y2K trend began this rummaging through the past, variety nostalgia concepts trend with the youth, as long as it has an authentic base. From the poster art of the 1970’s to matchbox art of the ‘80s to mythological narratives, strong graphical concepts have always resonated with the youth. Another strong interpretation is the #Grandpacore aesthetic characterized by elements reminiscent of an elderly gentleman's wardrobe. This trend emphasizes relaxed, cozy clothing such as oversized cardigans, chunky knit sweaters, plaid trousers, and loafers. Vintage accessories like tweed caps, pocket watches, and round glasses often complement the look, adding a touch of old-world charm.

India Pride: A major derivative of the nostalgia trend is this renewed appreciation for Indian art, folk art and indigenous mythology that forms a strong sentiment of rooting within the country’s unique culture. This trend transcends traditional boundaries of ethnic wear or western wear to just become an Indie Expressive wear aesthetic, continuous evolving and becoming an integral symbol to Indian pop culture and street fashion!

Skinny Top, Baggy Bottom: While crop tops and variety bralettes rule for top wear (typically layered), the trousers get wider, baggier and more slouch. Wide-leg and palazzo pants offer a relaxed yet chic look. These pants often feature high waists and are made from a variety of fabrics, including denim, gabardine, poplins and knit.

Vest is Best: Not sure what top ties into this new bottom silhouette or fit? The vest comes to the rescue as a newly favoured separate for all occasions. Styled for work as a pink stripe vest and trouser or a fun print with a gaucho pant or an embellished style for a lehenga!

The article is authored by Anuradha Chandrashekar, Chief Creator & Co-Founder, ICH NEXT