There was a time when Bollywood heavily influenced how people dressed and styled themselves. Whenever a film became a big hit or a TV show gained popularity, people quickly emulated the look of their favorite stars. A prime example is when Anushka Sharma wore a pastel lehenga at her wedding with Virat Kohli in 2017, and soon brides across India sought the same ensemble. However, filmmaker Karan Johar believes the dynamics have shifted dramatically.
Karan Johar's Perspective on Changing Fashion Trends
During his appearance on The BarberShop with Shantanu, Karan Johar opened up about this growing transformation in how people perceive fashion and celebrity influence. He stated, "Earlier, there used to be a gold standard that Bollywood had worn it. Now, there is a certain attitude about that too. People are like, 'Why should I wear this? Kareena has already worn it,' or 'Alia Bhatt and Deepika Padukone have already worn it.' They don't want to wear the same thing because they don't want to come across as someone copying a Bollywood star. Nobody wants to look like a wannabe version of a celebrity anymore. Everybody is seeking individuality."
Johar emphasized that today's consumers prioritize personal style over emulating celebrities. He noted that people no longer desire to dress like Bollywood icons such as Kareena Kapoor Khan, Alia Bhatt, or Deepika Padukone. Instead, they aspire to create their own unique looks, which is the primary driver behind this change.
Luxury Fashion Consumers Demand Personalization
Karan Johar also discussed how luxury fashion shoppers have evolved in their mindset. "When people go to Manish Malhotra, they often say, 'I don't want to wear what X, Y, or Z has worn.' Everybody wants individual treatment. They want customer service that feels tailored specifically to them. They want to feel special. Their mindset is: 'We are paying you, so what are you giving us that you are not giving someone else?' There's now a strong demand for exclusivity and individual catering," he shared.
This shift highlights a broader trend where consumers value personalized experiences and exclusivity over following celebrity trends. The desire to stand out and be unique has become paramount in fashion choices.
Contrast with Manish Malhotra's Memories of Bollywood Fashion
Interestingly, Manish Malhotra once painted a very different picture of how Bollywood fashion used to function. In a conversation with Mashable India, the celebrated designer took a trip down memory lane and spoke about a time when celebrity-inspired fashion was something people actively pursued, not avoided. He recalled the enormous craze that followed the release of Dil To Pagal Hai and how the film's costumes swept the nation.
"I remember when Dil To Pagal Hai released, people suggested that I open my own boutique because the film's outfits had become so popular. Every tailor was copying those clothes. That was the moment I realised I didn't have my own label. When my designs got copied, I saw it as a sign that they had connected with people," he said.
This contrast underscores a significant evolution in fashion consumption. While past decades saw Bollywood as a trendsetter whose styles were eagerly replicated, the current era celebrates individuality and personal expression over imitation.
