Each year, as we prepared for our annual trip to Kerala, packing choices became a point of contention. Traditional clothing, such as kurtas and long skirts, were deemed necessary to respect the cultural norms of relatives, ensuring I blended in rather than stood out.
Experiencing unwanted attention for wearing casual outfits like T-shirts and jeans in the early 2000s highlighted the importance of adhering to local fashion sensibilities. Upon relocating to Aluva a decade ago, I hoped to witness a shift in the fashion landscape; while there was some improvement, it felt minimal.
Fast forward to 2025, and Kerala’s fashion scene has transformed dramatically. The emergence of anti-fit tees, white sneakers, crop tops, and bold prints reflects how Generation Z boldly expresses their individuality.
Abhirami Chaliyadath, a 21-year-old student from Kozhikode, notes, “Fashion has evolved from being merely about brands; it’s about staying current and embracing trends.”
The Influence of Social Media
In recent years, particularly due to the pandemic, social media has significantly shaped fashion trends. An increase in influencer culture has made global styles readily accessible. “The surge in social media, especially during COVID-19, changed everything. Influencers have introduced international trends to local audiences,” explains a local fashion administrator.
Gayathri Mohan, a 31-year-old fashion creator from Mumbai, acknowledges that the respect for influencers has grown. “When I began my career as a stylist in Kochi, influencers were often dismissed. Now, major brands recognize the value of collaborating with them,” she adds.
Even outside the influencer realm, the rapid popularity of certain designs can trigger widespread adoption. “Today, trends circulate far beyond specific social circles — they permeate workplaces, colleges, and families,” remarks the founder of a local fashion label. “When my daughter wears a new style, it influences many other girls her age.”
Social media is effectively narrowing geographical divides. “Today’s youth are embracing styles like crop tops and baggy T-shirts, and it’s remarkable how trends originating in global fashion hubs are mirrored in local attire almost simultaneously,” says a designer.
Embracing Gender Fluidity
The concept of gender fluidity is prominently reshaping the fashion narrative. “Young people are now more aware of gender norms and wear what resonates with them. During a recent event, our anti-fit shirts found buyers among both men and women,” one designer explains.
Fashion conventions are breaking down. Male shoppers are now exploring vibrant colors like salmon pink and teal, while styles inspired by Korean fashion — baggy fits and neutral tones — are on the rise.
Comfort Takes Center Stage
The demand for comfort has led to a departure from tailored clothing. “The focus is now on layering, mixing, and matching loose-fitting pieces,” another designer shares. Current styles include flared pants, cropped jackets, and playful crochet tops.
Thrifting has gained traction among the youth, indicating a shift towards sustainable fashion. “You can find two or three quality tops for around ₹1,500 at thrift stores, while high street brands charge significantly more for a single piece,” Abhirami notes.
“Though we don’t experience distinct seasons, Gen Z embraces layering — albeit with lighter materials,” Gayathri continues. Trending colors this season encompass black, white, olive, deep reds, and maroon, with florals and stripes consistently holding appeal. “The innovative ways in which youth are mixing prints are inspiring,” adds another local stylist.
Cultural Shifts and Increased Accessibility
The fashion landscape in Kerala has witnessed a cultural evolution. “You’ll notice a remarkable change in attitudes — parents are increasingly supportive of their children’s fashion choices. This was not the case in previous generations,” highlights a local creator.
Accessibility is paramount. “With global brands launching online stores, trendy attire is easily accessible. The younger generation is keen on thrifting, especially with the resurgence of Y2K styles,” concludes one fashion expert.
Published – January 09, 2025 02:39 pm IST
