How do your NRI clients approach Diwali dressing?
We founded Bridelan for South Asians worldwide a decade ago and the conversations were almost entirely around weddings. But over the last few years, Diwali has really entered the chat. Something has shifted globally. There’s a huge sense of aspiration within the Indian diaspora, because when they look at Diwali in India, it almost looks like a wedding! Even in India, the big Delhi Diwali party scene has trickled down to other cities, and people all over have embraced that same spirit of dressing up.
Do you think it’s mostly fuelled by social media?
Yes, 100 per cent! We grew up dressing up for Diwali. The ritual of wearing new clothes was always there, but it was a family affair and felt much more personal. Now, people are doing it for Instagram.
The season starts with Ganesh Chaturthi, moves to Durga Puja and then culminates in Diwali and Karva Chauth. This year, even Onam was huge.
Social media has become a way of connecting with your roots and the cultural aspect of India, but along with that nostalgia, it’s also keeping everyone plugged into what’s happening right now. Culture is very attractive to look at, but fashion is just one part of it. The bigger sentiment is that you want to feel connected. Diwali has the same gravitational pull. If you’re not celebrating it, you almost feel like you’re missing out.
Traditionally, Diwali was never about designer clothes. But now it has become about being ‘seen’. Everyone wants to post their colourful outfits on Instagram. It’s become symbolic — almost our own version of the Christmas family photoshoot in matching pajamas!
Some states in the US have declared Diwali a holiday and everyone, from Priyanka Chopra to fashion influencers, is dressing up and hosting Diwali balls and parties. You just can’t ignore it anymore.
What’s the biggest look this festive season?
Pastels have had their moment, and I think it’s time to shake things up. The easiest way to bring some new energy into your wardrobe is with bold, vibrant colour. The craft-heavy, multi-coloured look is big right now. Look at designers like Jigyam and Mayyur Girotra, and of course, Tarun Tahiliani has been doing this forever.
Diwali is actually a great time for newer designers to shine. People might save that Sabyasachi outfit for a wedding, but Diwali is the time to have a little fun with fashion. It’s also the perfect occasion to go traditional and over the top.
Another big trend is the corset with the saree. The curvy-girl aesthetic isn’t going anywhere, so the corset is here to stay. Wear a corset with a Kanjeevaram or a Benarasi and you’ll get a great cocktail of fashion and culture.
Any more style advice for those yet to put together their Diwali look this year?
Have fun with fashion! I want people to enjoy trends and wear what makes them happy. Not everyone has a wedding in the family or a big ball to attend. But we can all have our own Diwali.
