THIRDRAFT

The Indian fashion scene is experiencing a stylish revolution. Once dominated by global brands like Zara, H&M, Mango and Forever 21, the spotlight is now shifting towards homegrown labels such as Cord, Good Earth, The Loom and Nicobar.

“For me, wearing Indian brands is more than just a fashion choice. There’s something special about knowing that the fabric I am wearing was hand-dyed using age-old techniques or stitched by an artisan who has honed their craft for generations,” says Preksha Maheshwari a 27-year-old Delhi based content creator.

Unlike fast fashion brands that churn out mass produced clothing with little focus on quality, niche Indian labels prioritize handcrafted designs, natural fabrics and ethical production. Brands like Bunaai, Eka and Khara Kapas celebrate traditional craftsmanship while catering to modern aesthetics. Whether it’s handwoven sarees, block printed dresses or contemporary fusion wear, they bring a unique identity to every piece.

Sustainability is also playing an important role in this shift. With growing awareness about eco friendly fashion, consumers are choosing organic fabrics, artisanal techniques over synthetic machine-made alternatives. Labels like Tokree, Chidiyaa and Indigene are leading the way, proving fashion can be stylish and sustainable.

“I think beyond sustainability and ethics, there is another reason they are gaining popularity-they feel personal. Unlike mass produced clothing that lacks character, these labels tell a story. Their pieces like, a hand embroidered kurta or a saree woven using old techniques, carry a rich heritage which resonates with consumers deeply,” says Aradhya Poddar a 20-year-old fashion designing major at Pearl Academy, Delhi.

Another factor is the growing appreciation for slow fashion-a movement that values quality over quantity. Unlike global retailers that churn out new collections every few weeks, Indian brands focus on timeless craftsmanship and handmade detailing, ensuring that each piece is unique and lasts longer.