inside stories


A recent study conducted for a fashion brand took us knocking on the door of fashion conscious females living in urban India. Fashion, we realized, is not a matter of function as much as that of emotions (as with most things in India!). Fashion equals positive social reinforcements resulting in a personality boost…notching up confidence, EQ and self care. Here, fashion is seen as having a strong outer-directedness more than just a feel good appeal.

However, fashion always didn’t garner such popularity. The rise of the Fashion quotient in recent years can be largely contributed to the online space. From bringing home the latest fashion news to making it possible to buy the trends/designs in that news, the Indian fashion fever crossed the barriers of gender, age and socio-economic levels to reach the masses, courtesy the virtual world. With easy accessibility, ‘being fashionable’ became an outward projection of our inner need to belong.