Camouflage in popular culture, fashion and accessory design in India

This article postulates that recent generations in India, particularly the middle and upper-middle classes, have experienced increased wealth due to the government’s open market policy, introduced after 1991. As a result of this improved financial situation, these consumers are now able to purchase affordable luxury goods. One notable trend emerging from this development is the rise in popularity of camouflage patterns in fashion and accessories. These patterns evoke emotions of military association, rebellion, strength, durability, ruggedness and a sense of distinctiveness from the rest of society. Surprisingly, even though camouflage is intended to conceal and blend in with surroundings, it has become a prominent aspect of popular culture in India. The younger generation aspires to stand out and possess larger-than-life personalities, perhaps influenced by the impact of globalization. Various audio-visual media, such as sci-fi literature and superheroes depicted on over-the-top (OTT) platforms contribute significantly to this trend, with fashion statements playing a crucial role in shaping these perceptions. In response to such demand, even international brands have started producing products featuring camouflage patterns for the Indian market. The widespread popularity of camo fashion and accessories can be observed in almost all public spaces across India. The primary focus of this article is on exploring the popularity of camouflage in fashion accessories, design and trends by studying consumers’ preferences for leading global and local brands. Through a comprehensive literature review, a research gap in this area has been identified. The study concentrates on fashion accessories in India and takes a perspective of percolation of camouflage in the fashion market. The methodology involves the study of primary and secondary sources for documentation, and a survey was conducted to gain insights into consumers’ perspectives. By conducting a literature review and a thorough data analysis, the article reaches its conclusions.