The new minimalist movement
For India’s new generation of fashion consumers, less is no longer lacking — it is intentional and must move along moods, moments and seasons. According to First Insight, 62% of Gen Z shoppers globally prefer sustainable brands, even at a higher cost.
And in India? This generation now powers $860 billion in spending, a number set to reach $2 trillion by 2035, according to Boston Consulting Group. You can see the shift on the ground. Zara has exited Mumbai’s Fort and Bengaluru’s Orion Mall. Taking its place at the latter spot?
Uniqlo— home to structured basics and fuss-free fits. Indian wear is also changing. FabIndia is pitching breathable cotton kurtas to the office-goer. Nicobar leans into pastel coords.
Okhai offers ikat shirts without the festive flash. Ogaan is giving way to selvedge-hem kurtas and handwoven saris. Occasion wear too, is quieter. At Arcvsh, an Uttar-Pradesh based sustainable fashion brand, shirts, jumpsuits, summer jackets all sit next to artisanal occasionwear with clean cuts and subtle craft. “Our`20,000 –`30,000 range hits a sweet spot —luxury that is accessible,” says Pallavi Singh, co-founder of Arcvsh.
Winds of change
There is a growing demand for quiet sophistication — clothing that moves from day to evening, season to season. Designer Rahul Mishra calls it “Mindful luxury” — consuming with thought.
Brands like LataSita, Rewanta, Alamelu, and Ura Maku are also building a consciously minimalist vocabulary for India’s modern shopper.
But this isn’t just a metro moment. Labels like womenled Kasuti Kavana in Belgaum, Karnataka are building minimalist aesthetics rooted in local craft of kasuti embroidery but pitched to a digital-first audience.
India’s appetite for luxury is also evolving. The country’s luxury market is projected to cross $85 billion by 2030, as per Smallcase, a Bengaluru-based fintech company, and the number of HNIs is expected to double to 1.65 million by 2027, per Anarock Group. Indian minimalism hasn’t gone unnoticed.
In 2024 alone, 27 global brands — including Charles Tyrwhitt (British menswear brand), Aigner Watches (German luxury watch brand in partnership with Titan), Mac Duggal (American luxury designer brand) all entered the Indian market, according to a JLL India report, nearly double from 14 in 2023.
India’s maximalist DNA
From the gold-threaded finery of the Mughals to the jewel tones of Rajput regalia, this is a country where more has always meant more. But the global minimalism movement is making its presence felt, with a unique Indian twist.
“There is a return to Indian silhouettes, but styled in a more global, edited way,” says designer Manish Malhotra. Indians opt for pastel shades for a subtle edit, but lehengas and gowns are still in demand.
Anita Dongre, founder of Mumbai-based House of Anita Dongre, says, “Brides want looks that feel personal— minimal, ethical, rewearable.” Still, the core remains.
