Less is more: The paradox of minimalism in contemporary Indian fashion

Abstract

India’s fashion industry experienced spectacular growth in the decades after economic liberalization. The positive outlook brought about by liberalization led to the development of a culture of design built on the backs of textile crafts centred around material excess informed by re-orientalist viewpoints as well as selective references to India’s freedom movement. Most recently, however, a newer generation of designers shunned the visual exuberance that had become the hallmark of Indian couture. Yet even as they refrain from the visual stereotypes made popular by the preceding design fraternity, they continue to foreground Gandhian principles and the sartorial politics of Indian nationalism in their design statements and approach to craftivism. The difference, however, is in the way these are reframed to substantiate the cultural relevance, authenticity and purity of a more minimalist design product. This article closely examines the emergence of such minimalist fashion and highlights the paradoxes that emerge through anti-colonial, pre-colonial and postcolonial references that are evidence of the incomplete nature of the process of decolonization. This article will argue that such ambiguity is a natural outcome of neo-liberal market forces and the realities of creating exclusive luxury fashion while working with crafts in a philanthrocapitalist framework.