The self-improvement mindset, where people focus on themselves, is a key ingredient to the future of India’s fashion industry.
But as more and more young people start to buy clothes, self-identity is not going to be a primary factor in choosing what to wear.
The rise of fashion brands like Zara and H&M is an example of how self-fashioning is becoming more mainstream.
These brands are not about what brands themselves are selling, but what the clothes are being marketed to consumers as the brand’s signature look.
The self-confidence that comes from being a self-starter can be a powerful catalyst for fashion designers, said Sanjiv Bhaksh, a fashion design professor at Columbia University.
The ability to think and create from one’s own perspective is also essential for designers to succeed in today’s world.
Self-identification is becoming a part of the fabric of fashion, he said.
“We’re seeing an increase in self-branding, self branding and self-acceptance, which is a positive trend.”
According to a survey by the Indian Council for Cultural Affairs and the Fashion Council of India, 70% of the respondents have adopted a self brand.
The number of self-made clothing brands grew from 7,300 in 2015 to nearly 21,000 in 2016.
The survey said that self-branded clothing brands have grown to reach a market size of $5.5 billion in India.