Dr. Oinam Roselyn Devi (Dr) Bhawana Chanana
Assistant Professor and Director
Amity School of Fashion Technology
Amity University Mumbai
As the festive season approaches, it brings with it a sense of joy and anticipation. The air is filled with the aroma of traditional delicacies, and homes are adorned with vibrant decorations that reflect the spirit of the celebrations. It’s a time when communities come together, sharing stories, laughter, and, of course, delicious food.
One of the most delightful aspects of festive occasions is the opportunity to express yourself through fashion. Ethnic wear plays a central role, transforming everyday moments into magical experiences. Whether it’s a beautifully embroidered saree, a regal lehenga, or a stylish kurta, each outfit tells a story, rich in cultural significance and heritage. The choice of fabrics, colours, and intricate designs adds to the celebratory mood, allowing you to connect with your roots and showcase your individuality. Accessorising is equally important during these festive times. Jewellery, whether traditional gold pieces or contemporary designs, enhances the overall look and adds a touch of
elegance. Statement pieces can elevate even the simplest of outfits, making you feel like royalty as
you celebrate with loved ones.
Festivals also encourage a sense of togetherness and community. Neighbours come together for potlucks, where everyone contributes their special dish, and friends gather to share laughter and memories. It’s a time for storytelling, where elders pass down traditions and younger generations learn the significance behind each ritual. More over, the festive spirit invites creativity. Many use this time to experiment with their looks, trying new makeup styles or hairstyles that complement their outfits. Social gatherings are a perfect opportunity to showcase these styles, encouraging a vibrant exchange of ideas and inspirations.
As the sun sets and the festivities continue into the night, the warmth of shared joy lights up the surroundings. Fireworks illuminate the sky, and the sound of music and laughter fills the air, creating an unforgettable atmosphere. Ultimately, the festive season is about celebrating life, embracing tradition, and cherishing the connections we hold dear. Each moment is a reminder of the beauty found in togetherness and the joy of honouring our heritage through fashion and festivities.
FESTIVE FASHION TRENDS 2024
- Elegant Traditional Outfits with a Contemporary Twist
- Ethnic wear is undergoing a transformation, and 2024 is poised to embrace the fusion look. Asym-metrical kurta sets and palazzo pants paired with trendy crop tops exemplify this blend of comfort and style. Designers are innovating traditional garments by incorporating modern cuts, drapes, and layering techniques. For instance, a traditional kurta may feature an asymmetrical hemline or a saree might be pre-draped for convenience, seamlessly merging classic fashion with contemporary flair.
- Trending Outfit Picks: Indo-western lehengas
dhoti-style sarees, and high-low anarkalis.
- Classic Sarees with Modern Twist Sarees remain a timeless favourite, and in 2024, they are being reimagined with contemporary elements. This festive season is witnessing a revival of handloom sarees in vibrant hues. For those looking to make a bold statement, metallic or shimmer sarees offer a modern twist to traditional draping. Additionally, prints featuring geometric patterns, abstract art, and bold florals are gain ing traction this year, adding fresh appeal to this classic garment.
Trending Fabrics: Kanjeevaram, Banarasi, Chiffon, and Organza.
- Lehenga Cholis: Style Meets Comfort
Lehenga cholis remain a staple of festive fashion, and in 2024, they prioritise comfort without sacrificing glamour. Expect to see lightweight fabrics such as georgette, tulle, and chiffon taking centre stage in festive collections. Designers are emphasising bold prints, intricate embroidery, and mirror work to elevate the appeal of lehengas.
Trending Colours: This season, jewel tones like emerald, green, royal blue, deep maroon, and mustard yellow are particularly popular, adding richness and vibrancy to festive wardrobes.
- Rich, Vibrant Color Palettes
This year, colour is at the forefront of festive fashion. While pastels may prevail during the summer, the festive season embraces rich and vibrant hues. Expect to see a spectrum of colours, ranging from bold pinks and reds to regal golds, emeralds, and deep maroons, offering something to match every mood and style.
- Statement Jewellery and Accessories
No festive look is complete without the right accessories. In 2024, chunky jewellery with a traditional twist is all the rage. From oversized jhumkas to intricate chokers, the statement jewellery trend is bigger than ever. Don’t shy away from bold pieces — the more, the merrier!
Trending Accessories: Oxidised silver jewellery, layered necklaces, and bold bangles.
Handbags: Embroidered potli bags, metallic clutches, and colourful totes are the perfect add-ons to complete your festive look.
- Beauty & Makeup Products
This festive season, beauty and makeup trends are all about glowing skin and bold features. Whether you’re going for a natural look with dewy foundations and nude lips or a glamorous vibe with bold eyeliners, metallic eyeshadows, and vibrant lip shades, the key is to enhance your features while keeping the look festive.
- Traditional Footwear with a Modern Vibe
Footwear plays a crucial role in tying your entire outfit together. This festive season, expect to see a blend of comfort and style with juttis, kolhapuris, and block-heeled sandals being top choices. Embellished juttis with mirror work or metallic kolhapuris can elevate any ethnic look.
Trending Styles: Embroidered juttis, mirror work mojris, and metallic kolhapuris.
- Men’s Festive Fashion: Regal with a Modern Touch
Men’s festive fashion has also seen an overhaul this year. 2024 collections feature a seamless blend of traditional and contemporary designs. Kurta sets with nehru jackets, Indo-western sher wanis, and printed bandhgalas are perfect for festive celebrations.
Popular Picks: Linen kurtas, embroidered waist coats, and dhoti pants paired with tailored blazers.
Colour Trends: Men can experiment with shades like pastel pink, deep blue, and earthy browns for a stylish festive look.
- Sustainable Fashion Choices
Sustainability remains a key consideration in fash ion choices this year. Eco-conscious brands are enhancing their offerings by providing sustainable ethnic wear crafted from organic fabrics, natural dyes, and artisanal techniques. For those wishing to celebrate the festive season in an eco-friendly manner, choosing brands that embrace slow fash ion is an excellent way to make a positive impact.
Top Brands to Explore: Fabindia, Raw Mango, and Bunaai offer gorgeous sustainable collections.
Market Trends and Consumer Preferences for the 2024 Festive Season
According to the survey conducted by forecaster Datum, 2024 revealed that 68% of respondents plan to buy fashion items-including clothing, accessories, and footwear-during the festive season. Additionally, 53% intend to purchase groceries, 48% are looking to buy beauty and personal care products, 47% plan to invest in smartphones, and 45% are interested in consumer electronics (excluding smartphones). Another report by Rediffusion indicates that 36.18% of respondents plan to increase their spending compared to last year, reflecting a rise in consumer optimism. The report highlights several key trends in festive shopping: new clothes, garments, and accessories are the most sought-after items, with 86.35% of respondents planning purchases in this category. Personal gifts follow closely at 72.84%, underscoring the tradition of giving during Diwali. Home décor ranks high as well, with 70.83% prioritising it, and about 60.92% planning to invest in electronics. Additionally, 48.13% of consumers are interested in jewellery, which holds significant cultural importance during the celebrations. Notably, 33.62% of respondents are considering buying new vehicles, with preferences leaning toward popular four-wheelers (33.05%), luxury cars (18.88%), and two-wheelers (48.07%).
A significant shift toward hybrid shopping be haviour is emerging, with 57.45% of consumers opting for a combination of online and offline shopping. Only 22.29% prefer shopping exclu sively in physical stores, while 20.98% choose to shop online. Millennials and Gen Z lead the online shopping trend, reflecting a generational change in purchasing habits.
According to a report published in Hindustan Times Daily Newspaper, Myntra’s flagship festive fashion event, the Big Fashion Festival (BFF), concluded its most successful edition yet, attracting 627 million user visits-a significant increase com pared to last year. The event generated strong festive shopping sentiment nationwide, which is expected to persist in the coming weeks across the fashion, beauty, and lifestyle sectors. During this period, Myntra welcomed over 1.5 million new customers, with more than 80% hailing from non-metro areas. Additionally, FWD, Myntra’s dedicated Gen-Z fashion platform, experienced re markable growth, with new customer registrations increasing by approximately 2.5 times compared to normal business levels.
The BFF Specials, launched ahead of the event, featured collections such as Jaypore, Kiara X Libas festive collection, Marvel Street X Soko Street, Orry X Flying Machine, Diwas by Manyavar, Mia by Tanishq, Clarins, Stila Cosmetics, IRTH, Delsey, and Ted Baker. These offerings were particularly popular among customers.
Among the popular festive fashion trends for women were mirror work kurta sets, indo-west ern triage sets, embellished border sarees, festive bandhani, and Meenkari jewellery sets. For men, ornate pattern kadas, embellished yoke kurtas, foil print buti and bandhani kurta sets, as well as fusion short kurtas and shirts, gained traction. The BFF event coincided with Paris Fashion Week, where Myntra Beauty served as the official beauty partner. During this time, L’Oréal launched spe cial edition lipsticks signed by Alia, which sold out completely within just 10 minutes of their release.
Conclusion
As the festive season unfolds, it promises a vibrant blend of tradition and modernity in fashion. With a focus on ethnic wear, contemporary styles, and sustainable choices, 2024 is set to redefine festive attire. From elegant sarees to chic lehenga cho lis and innovative menswear, there’s something for everyone. The trends emphasise comfort, rich colour palettes, and statement accessories, en hancing the celebratory spirit. With an increase in consumer optimism and hybrid shopping habits, brands are responding to the demand for both quality and sustainability. Ultimately, this season is about celebrating cultural heritage while em bracing individuality, making each festive moment truly special.
References
• https://www.etvbharat.com/en/!bharat/this-festive season-consumer-spending-will-cross-rs-1-lakh-crore shows-datum-report-enn24100805396
• https://www.hindustantimes.com/lifestyle/fashion/ myntra-big-fashion-festival-registers-record-1-5-mil lion-new-customers-indicating-a-lifestyle-festive-shop ping-intent-101728537002233.html
• https://www.indiabusinesstrade.in/news_buzz/consum ers-embrace-optimism-and-new-trends-for-diwali-2024/ • https://blog.coupondunia.in/festive-fashion-trends-2024/
