Low Key Chic, Indo-Western vibe rule festive clothing for Indian GenZ: ICH NEXT Report

ICH NEXT, India’s first homegrown fashion forecaster, has released a report titled ‘Indian GenZ and Ethnic Festivals’, a dipstick into urban Indian youth’s engagement with Indian festivals, primarily from the consumer behavior perspective. The most striking point of the report is that almost 100% of GenZ respondents showed a certain level of interest and affinity with Indian festivals as well as tradition. The key finding, however, with respect to apparel and clothing brands is that almost 37.5% of Indian GenZ prefer to spend their money on getting a Low Key Chic look while nearly 42% go for an Indo-Western vibe in their festive attire.

According to ICH NEXT Co-Founder and Chief Creator Anuradha Chandrashekar, who led the study: “Amongst the most remarkable findings is the fact that a whopping 80% of the respondents showed enthusiasm for wearing traditional outfits whereas only 1% opted for an all-out glam look during festivals. The key takeaway for apparel and clothing brands is to place greater emphasis on offering fusion wear that blends western and ethnic styles. Brands should focus on creating fusion options that combine traditional aesthetics with contemporary styling. Fusion looks, such as pairing crop tops with lehengas, have become increasingly popular among the generation. A large chunk also expressed a preference for a low-key chic look.”

Elaborating further, ICH Creative Co-Founder and Brand Specialist Kanika Vohra said, “While the report is an eye opener for clothing and apparel brands that cater to the GenZ, it throws some light on beliefs in the societal context as well. The findings suggest that the Indian GenZ is out there to bust several popular myths, whether it’s about being disconnected from family’s festive traditions or prioritizing food over everything else. That being said, the GenZ is not shying away from partying and making great memories. As for their style and fashion statement, they choose traditions and comfort.”

Delving into the preferences of Indian GenZ between the age group of 15-25 from at least 14 cities across the country, the report confirms that 80% of Indian GenZ are enthusiastic about wearing tradition outfits with a third choosing to do, with their own twist. According to the report, more than 92% respondents claimed that they make it a point to celebrate festivals only with their families and loved ones while almost 75% are determined to continue their family traditions when they grow up. If the findings are to be believed, at the core of the festivities for the GenZ is – Family First, Party, Glamour and Holiday vibes.