Desi tailor-made = global appeal

If the Kardashian sisters selected Indo-fusion master craftsmen Tarun Tahiliani and Manish Malhotra for their costumes at Anant Ambani and Radhika Merchant’s wedding, then at the Met Gala, Rita Ora stole the show in a black corset gown by Prabal Gurung, which paid tribute to the late Karl Lagerfeld.

Cardi B wore Gaurav Gupta couture at the 2023 Grammy Awards. Gigi Hadid donned Abu Jani Sandeep Khosla’s classic sari at the Nita Mukesh Ambani Cultural Centre (NMACC) opening in Mumbai.

These examples provide a strong testimonial to the skill and ingenuity inherent in Indian design.

When celebrities like Beyoncé or Nicki Minaj don Indian designer wear, it sparks conversations and increases appreciation for Indian craftsmanship and textiles.

From Cannes to the Met Gala, Indian designers are conquering the world. So, what’s fuelling this renewed interest in Indian designers?

Ultimate Craftsmanship

On the significance of Hollywood stars choosing to wear Indian designers at high-profile events, Venkat Gaddam, artist-turned-fashion-designer who owns a store in Hyderabad and whose label, ‘Whencut Goddamn’ has been worn by a host of celebrities, shares, “The world’s admiration for Indian fashion is a natural progression, driven by our rich storytelling, artistry, and craftsmanship. At Whencut Goddamn, we epitomise this fusion of tradition and innovation. It’s heartening to see Indian designers breaking into global fashion spheres, from major events to elite collaborations, not just as contributors but as visionaries. This surge reflects a wider embrace of India’s artistic soul, where each piece narrates a story that resonates universally. The global spotlight on Indian talent underscores the power of fashion as cultural diplomacy.”

Global Status: Brand Value

“As India’s global influence grows, the appeal of Indian celebrities in luxury branding is undeniable. The connection between international luxury brands and Indian A-listers reflects both India’s vast appetite for premium experiences and the strategic advantage it brings for these brands,” says the multifaceted designer, Raghavendra Rathore.

“Many Indian designers have gained international recognition through their work. Collaborating with celebrities helps these brands achieve a more diverse, global appeal, which resonates well in an era where consumers value cultural representation,” says Smita Khanna, COO, Newton Consulting India.

“These collaborations resonate deeply, leveraging celebrity influence to connect authentically with India’s luxury audience while positioning brands as aspirational yet accessible to a wider global market,” adds Raghavendra.

Visibility and Influence

Celebrities have a significant impact on consumer tastes and trends, making them great assets for luxury firms trying to connect with their target audience, according to Sonia Dubey Dewan, brand strategist and founder of the Indian School of Image Management.

“Through thoughtful image management, Indian designers project a blend of tradition and modernity, making them uniquely appealing to both brands and audiences alike. This crafted image doesn’t just represent individual style—it embodies a broader cultural identity that resonates globally,” says Sonia.

Global Economic Power

India’s economy, now worth $3.75 trillion and the world’s fifth largest, continues to rise at a rapid pace. Smita asserts, “International brands find the Indian market highly lucrative due to the country’s rapid economic growth, the emergence of a high-spending middle and upper class, growing disposable income, strong brand consciousness, and celebrity influence on aspirational buying.”

As more Indian consumers embrace international luxury brands, these brands are reciprocating by bringing Indian designers into their global family, says Sonia adding, “The appeal is mutual—our designers get to champion India on a bigger platform, while brands tap into an authentic and magnetic cultural influence that’s captivating audiences worldwide.”

‘India is the next big thing and the growing market’

I believe it encompasses both philosophical and practical aspects. India is emerging as a significant player in the growing market. From an artistic perspective, the world is increasingly gravitating towards slow fashion, skilled craftsmanship, and intricate handwork, driven by the desire of elites for unique experiences and unique pieces. Based on our handwoven fabrics, hand textures, commitment to sustainability, and our unique cording technique, I had the privilege of becoming the first Indian woman designer to showcase at Paris Haute Couture in July 2021. Our success has garnered global attention, leading us to open our flagship store in Paris.” — Vaishali Shadangule, fashion Designer

The world’s admiration for Indian fashion is a natural progression, driven by our rich storytelling, artistry, and craftsmanship. It’s heartening to see Indian designers breaking into global fashion spheres, from major events to elite collaborations, not just as contributors but as visionaries.” — Venkat Gaddam, artist-turned-fashion-designer