How social internet is enabling India’s traditional fashion to go global

The social internet has played a significant role in enabling India’s traditional fashion to reach global audiences. This transformation is driven by several factors and platforms, leading to increased visibility, appreciation, and adoption of Indian traditional fashion worldwide. Here are some key ways through which the social internet is facilitating this global reach:

1. Social Media Platforms:

• Instagram, Facebook, Pinterest, and TikTok: These platforms allow designers, brands, and influencers to showcase traditional Indian fashion through visually engaging content. High-quality images, videos, and reels help in capturing the intricate details and beauty of traditional garments such as sarees, lehengas, and kurta sets.
• Hashtags and Trends: Using specific hashtags like #IndianFashion, #SareeNotSari, and #DesiFashion helps in categorizing and reaching wider audiences interested in traditional fashion.

2. E-commerce and Online Marketplaces:

• Global Marketplaces: Platforms like Amazon, Etsy, and eBay feature traditional Indian fashion, making it accessible to international buyers. Specialized e-commerce sites like Utsav Fashion and Jaypore also cater specifically to traditional and ethnic wear.
• Direct-to-Consumer Websites: Many Indian designers and brands have launched their own websites, allowing them to sell directly to global customers without intermediaries.

3. Influencers and Bloggers:

• Fashion Influencers: Indian fashion influencers and bloggers have a significant following worldwide. They often collaborate with traditional fashion brands to promote their products through styling tips, reviews, and tutorials.
• Celebrity Endorsements: Indian celebrities with international fame, like Priyanka Chopra and Deepika Padukone, often wear traditional attire at global events, further popularizing Indian fashion.

4. Cultural and Fashion Collaborations:

• Cross-cultural Collaborations: Collaborations between Indian designers and international fashion houses bring traditional elements into global fashion shows and collections. This fusion appeals to a broader audience.
• Fashion Weeks and Shows: Participation in global fashion weeks, such as Paris and New York Fashion Weeks, helps Indian designers showcase their traditional collections to international buyers and fashion enthusiasts.

5. Content Creation and Storytelling:

• Blog Posts and Articles: Detailed articles and blogs about the history, significance, and craftsmanship of traditional Indian fashion educate and attract a global audience.
• Documentaries and YouTube Videos: Visual content explaining the making and cultural importance of traditional garments helps in creating a deeper appreciation and understanding.

6. Virtual and Augmented Reality:

• Virtual Try-Ons: Some brands are utilizing virtual and augmented reality to allow customers to try on traditional outfits virtually, making it easier for international customers to make purchase decisions.
• Virtual Fashion Shows: Especially during the pandemic, virtual fashion shows have become a norm, allowing designers to showcase their collections to a global audience in real-time.

7. Community Building:

• Online Communities and Groups: Social media groups and forums dedicated to traditional Indian fashion help enthusiasts connect, share ideas, and discover new trends and products.
• Cultural Exchanges: Online platforms enable cultural exchanges where people from different parts of the world can learn about and adopt Indian traditional fashion.

8. Digital Marketing:

• Targeted Advertising: Digital marketing strategies, including targeted ads on social media and search engines, help reach specific demographics interested in traditional fashion.
• SEO and Content Marketing: Optimizing online content for search engines ensures that people searching for traditional Indian fashion can find relevant brands and products easily.