Ethnic wear: India’s powerful sartorial language

Ethnic wear in India has always been more than just clothing - it’s a celebration of identity, a link to cultural roots and a canvas for craftsmanship that spans generations. From the glimmer of zari to the handwoven textures of cotton, India’s traditional attire tells the story of its people, regions and traditions.

What makes Indian ethnic fashion unique is its adaptability. Each State has its own distinct dress code, yet these styles travel fluidly across boundaries. A woman in Mumbai might wear a Banarasi sari for her wedding, while a man in Delhi opts for a dhoti-kurta set from south India for a festive celebration. The versatility and emotional resonance of ethnic wear ensure that it never ever goes out of fashion - it simply evolves.

And evolve it has.

Today, there’s a visible shift in how people wear tradition. The new-age ethnic wardrobe is lighter, more functional and designed with modern aesthetics in mind. Young professionals want kurtas that can go from temple visits to cocktail dinners. Brides and grooms are picking contemporary drapes and silhouettes that allow for comfort without compromising on grandeur. Even festive dressing has become more personal - less about ostentation and more about refined expression.

This changing landscape is reflected in the way ethnic wear is now being designed and marketed. Brands are tapping into this transition by blending classic Indian designs with global trends. Subtle embroidery, pastel tones, breathable fabrics and clean tailoring are replacing the heavy, high-glam look of the past.

It’s here that many domestic labels naturally fit in. They don’t try to reinvent tradition - instead, they reinterpret it for the modern Indian. From kurtas that feel regal without being over-the-top, to sharply tailored bandhgalas and minimalist sherwanis, these brands respond to what today’s consumers want - tradition that’s wearable.

In fact, what was once limited to bridal trousseaus and grand occasions is now finding its way into everyday style. The popularity of pairing a printed jacket with jeans, or wearing a chikankari kurta to a brunch, signals how deeply ethnic wear is embedded into daily Indian fashion. And with more men and women exploring personal styles through Indian aesthetics, this space is thriving with innovation.

Online platforms have also accelerated this cultural shift. With curated ethnic collections now available at a click, what used to be a seasonal purchase has become an all-year-round wardrobe essential. Be it for a wedding, festive dinner or puja at home - there’s an outfit for every occasion.

The future of ethnic wear is bright, not because it’s trending, but because it’s timeless. The pride in heritage and desire for authentic self-expression, makes ethnic wear India’s most powerful sartorial language. And with brands modernising the experience without diluting the soul of the craft, tradition isn’t just being preserved - it’s being reimagined for a whole new generation.

Photographer: Jiten Agarwal

Stylist: Anil Hosamani

Model: Janavi Moncourt

Model: Rajesh Bhagat