13 Indian fashion brands loved by Instagram's style arbiters — and for good reason
“I see it, I like it. I want it, I got it.”
Remember when you were in school, gabbing away with your friends before the teacher walked in? Out of nowhere, your bench mate popped out their new unicorn geometry box with an inbuilt compass and in five seconds flat, that’s the only thing anyone talked about. You rushed to Laxmi Stationery after school to buy one for yourself after begging your mother for next month’s pocket money in advance. Fast forward a couple of years, the protagonist of your favourite show was wearing a handwoven ikat dress, so you hopped onto Jabong (rest in peace) to find a dupe. Today, you can just skip through the OOTD reels from a stylist who promotes Indian fashion brands, and discover a co-ord set that could be your lazy girl fashion uniform.
From analogue to e-commerce and now social commerce, shopping has changed irrevocably. According to a study by video technology company VidMob, more than one-third of people between the ages of 16-45 have bought something directly from Instagram, and you can count us in that statistic. From tailored pants and artful prints to whimsical boyfriend shirts and bodycon dresses, Instagram’s fashion set have helped us discover a slew of Indian brands that deserve a spot in your wardrobe. (If you’re an ethnic wear aficionado, these 15 brands will add a desi tadka to your style.)
13 Indian fashion brands that will elevate your OOTD
Sakshi Sindwani‘s Mudy’s Akari co-ord set feels like the perfect for a Sunday brunch uniform. The designer label by Divya Kehar provides offerings up to 3XL, and uses ethically sourced materials.
You can style it with gold jewellery and a pair of white sneakers like Sindwani for a monochrome look, or accessorise with bright sneakers and a matching bag if you prefer a pop of colour. You also have the option to get the set in beige, black or blush pink.
We were – ahem – drawn to Drawn by Sobia Ameen, who chose the Summer Siesta Bib dress from their Artist Edit.
The brand’s become popular for their colourful prints in forgiving silhouettes, like the Artist Edit which was created by up-and-coming artists and illustrators, and is centred on the idea of wearable art. The Tigress serves as the main element in Tanya Timble’s Summer Siesta print.
Even though M, L, and XL sizes of the bib dress are sold out, you can still splurge on the scalloped top from the same collection. It’s a statement piece made to go with a pair of lace shorts or your favourite bootcut jeans.
Sakshi Shivdasani claims these pants by Staple (founded by Gona Khanijo and Vidha Chadha) are roomier than most Mumbai apartments and we’d be forced to agree.
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The pleated dad pants coming in a timeless beige offering endless layering potential — with a ganji, crop top, boxy blazer or a whimsical shirt like the one Harshvardhan Kapoor is sporting below. Called Your Everyday Pants, they’ll become a staple in your wardrobe for living up to their name.
If your style is all about stealing your father’s or your partner’s shirts and making them your own, you’ll vibe hard with Harshvardhan Kapoor’s green hand-painted shirt by Vedika M.
Made from cotton, this half-sleeve shirt in shades of green comes in sizes XS-XL. It can be tucked in and easily paired with the everyday pants from Staple for a laidback look. You can get a bigger size if you like wearing button-downs as dresses.
The Summer House
Amrita Thakur has a penchant for clothes that make you feel like you’re floating, and the Audric co-ord set from The Summer House is basically a cloud.
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Broken down, it’s a midi dress with a high low hem worn over a pair of trousers. You can wear it with sneakers like Thakur for a working-woman-on-the-go look, or a pair of metallic heels and oxidised jewellery if you like standing head and shoulders above the competition.
And on days when you just want to max out the ventilation capacity of the dress, can drop the trousers altogether and use a belt to cinch it at the waist.
Verano by Tanya
A favourite of many influencers including Sindwani, Niki Mehra and Prajakta Koli, Verano by Tanya celebrates femininity with its bright colours and flirty florals. Here’s Radhika Apte sporting the Calla Short dress with scallop detailing on the hem and a detachable belt.
The dress is the fabric version of a picnic in the park on a warm sunny day. You can pair it with strappy gladiator sandals and a straw bag for full-on vacation vibes. The detachable belt can also be worn as a headband like Niki Mehra does here.
Founded by Shweta Agarwal and Karan Ahuja, this brand offers sizes up to 3XL and has become popular for their deconstructed draping. Spotted on Sobhita Dhulipala is their handmade mashru dress, made with a blend of silk and cotton.
Coming in pristine white, the centre smock detailing on the dress can be quite flattering on most body types. You can style it with statement jewellery and strappy heels like Dhulipala to complete the look. Or go for chunky boots for an edgier vibe.
Those of you who worship at the altar of the denim lords will love Mellow Drama, especially their dual-denim panelled jumpsuit worn by Yami Gautam. Available in sizes up to 2XL, the denim lycra jumpsuit is lightweight and comes with a broad buckled denim belt and roomy side pockets.
Founded by Aaina Mahajan, the brand is ideal for those who want to add some character to their closet. If you like your denim with a side of bling, Mellow Drama has many options with fine embroideries and quirky embellishments.
Spotted on the likes of Mira Kapoor, Aashna Shroff and Pryanca Talukdar, Fancy Pastels is growing to become a favourite among Indian fashion brands for vacation wear with its easygoing, playful prints. This red number on Jamie Lever will come to your rescue on those days when you stare into your wardrobe and sigh, “I’ve nothing to wear.”
Available in sizes up to 2XL, the dress is made of cotton linen with layered puff sleeves — the right amount of drama to elevate an otherwise modest silhouette.
Aashna Shroff introduced us to Cecil’s uber-feminine designs when she sported their Lore metallic dress on a vacation in the UK. The knit dress has wraparound halter neck detailing on the neck with a form-flattering fit. With halter necks making the rounds, this one’s a credible option if you don’t want to show too much skin.
Masoom Minawala has always made a case for Indian fashion brands and one such example is Reistor, founded by siblings Mehma and Harjas Singh. This lightweight hemp set comes in sizes up to 2XL and feels like it will come to your rescue when the weather gets muggier than the steam room at your local gymkhana.
The designs constructed from sustainable materials like hemp are meant to be worn forever, as sustainability is a vital component of Reistor’s ethos.
It was love at first sight when we saw first saw Joskai’s multi-checkered dress on Supriya Pilgaonkar and then on actor Regina Cassandra. Founded by Sujaya Hazarika, Joskai draws attention to the rich textile legacy of North East India by reinventing contemporary silhouettes with handcrafted textiles and surface techniques.
The fabric of the dress was handcrafted by the women weavers of the Tiwa community in Assam using wool and cotton in various colours. For those of you who love to make a statement, this offering by Joskai is the way to do it.
We stumbled onto SeamsFriendly during the course of our scientific research on Indian fashion brands for your everyday looks, and this one’s a boon for those who look for customisation.
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Consciously made with a focus on Indian textiles, the size-inclusive brand offers waist sizes ranging from 19 to 63 inches, bust sizes ranging from 26 to 70 inches, and also – wait for it – takes height into account. Ah, and this dress has pockets.