Tara Sutaria always makes style statements with her ethnic fits. (Photo Credit: Instagram)
The key is to stay rooted in tradition while constantly evolving to meet the needs of the modern Indian consumer. Innovation comes not only in design but also in how we engage with our customers.
The ethnic wear market, steeped in tradition and cultural heritage, faces the challenge of staying relevant in a rapidly evolving fashion landscape. With changing consumer preferences and the rise of global trends, brands are increasingly tasked with blending time-honoured craftsmanship with modern innovations. Balancing tradition with innovation is key to capturing the attention of today’s customers, who seek both authenticity and contemporary style.
Sachin Kharbanda, co-founder and MD, Lakshita, says, “In today’s rapidly evolving fashion landscape, staying relevant means striking a delicate balance between honoring tradition and embracing innovation. At Lakshita, we believe that our rich heritage is at the heart of every collection, but it is equally important to cater to the evolving tastes and aspirations of the empowered woman. By blending traditional craftsmanship with contemporary designs, we’re able to offer styles that are rooted in authenticity yet versatile enough to meet today’s fashion-forward aspirations.”
From incorporating sustainable fabrics to leveraging digital technology, ethnic wear brands are finding new ways to refresh classic designs while staying true to their cultural roots, ensuring they remain appealing to modern consumers.
“As a designer deeply inspired by the rich heritage of pre-colonial India, I believe that tradition forms the foundation of creativity, while innovation is what drives us forward. We focus on reviving time-honoured techniques, such as the intricate embroidery and textiles that once flourished during Maharaja Ranjit Singh’s reign, while introducing modern silhouettes and aesthetics that appeal to today’s consumer,” says Designer Angad Singh, founder, Angad Singh.
It is essential to preserve the cultural significance of our craft, but equally important to adapt to changing consumer preferences and technology. “By collaborating with artisans and blending age-old techniques with contemporary design sensibilities, we aim to create garments that resonate across generations,” adds Singh. The key is to stay rooted in tradition while constantly evolving to meet the needs of the modern Indian consumer.
Innovation comes not only in design but also in how we engage with our customers.
From creating more personalized shopping experiences to using technology that enhances product quality, we are committed to stay ahead of the curve. This thoughtful fusion of tradition and modernity allows us to stay connected to our roots while evolving in line with our customers’ preferences across generations.
