Indian Brands that Highlight Traditional Designs

In a bid to match the globalized tastes of Indian millennials, many Indian fashion brands have changed their route. But some stuck to traditional designs, while contemporarising themselves through silhouettes and style.

By: Soumya Jain

Millennials have been a strange breed of consumers. They want the best of everything – modernity with just the right amount of traditionalism. Minimalism, with just the perfect mix of craziness. Brands have been striving hard to achieve this delicate balance. Some have succeeded, many have not.

But we are here to talk about those who have. So here are some brands who we think have captured the millennial style.

1.         Rohit Bal – The free-spirited Indian designer has melded his Kashmiri design sensibilities with a modern outlook. His dense, bold floral creations have taken the form of straight cut jackets, extra-voluminous lehengas, and flowy anarkalis. Rohit Bal’s designs have been regularly featured in many luxury magazines in India, and donned by many celebrities. His opulence is what millennials love, without compromising on the chutzpah.

2.        House of Angadi – This 600 year old Indian brand has remained true to its heritage. Their creations are very Indian, right from the fabric used to the craftsmanship of the embroidery. From Kanjeevarams to zari work, House of Angadi has never compromised on traditionalism, and neither will it do so in the future. A recent discovery by luxury magazines in India, after the brand was credited for dressing Deepika Padukone for her Konkani wedding, House of Angadi has been catapulted in the fame. The brand has continued to stick to its roots, all the while trying to educate millennials about the richness of its heritage and designs. And we must say, House of Angadi has succeeded in doing so immensely well!

3.        Abu Jani Sandeep Khosla – The designer duo are no stranger to Indian heritage, updated with a global touch. Also regularly talked about by luxury magazines in India, Abu Sandeep are probably one of the first Indian fashion brand to have learnt to walk the tightrope exceptionally well. Using mirror work, gota patti, chikankari and other traditional crafts, they have made creations which have been donned by global personalities such as Jennifer Lopez! From gowns to anarkalis to jumpsuits, this brand has truly epitomized the Indian millennial in creative ways. Kudos!

4.       Manish Malhotra – A darling of the Bollywood clan, there is no dearth of his creations that have been worn by celebrities. But again, like a true blue Indian designer, Manish Malhotra hasn't ever compromised on the Indian ethnicity, while incorporating it in seductive silhouettes. He is another designer who has respected Indian crafts, while shaping them up into forms which are uniquely modern and global.