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The Evolution of Winter Fashion Aspirations
As the winter breeze descends upon India, fashion enthusiasts embrace the opportunity to redefine their style. While the winter season in India is brief, it influences fashion deeply, especially in the northern regions. There is a transition from the lightness of linens and the breathability of cottons to the cosy cocoon of hand-made woollen wear. Pastel hues gracefully make way for a richer, deeper colour palette that mirrors the warmth sought after in the colder months. The heart of winter fashion lies in the artistry of hand-knit sweaters, each thread spun with care and attention. The versatility of cardigans allows for both style and functionality, effortlessly elevating winter wardrobes. Accessorising becomes an essential part of this sartorial shift. Mufflers, not just practical but also stylish, wrap snugly around necks, providing an extra layer of warmth while adding a touch of flair. Caps, adorned with playful pom-poms or classic designs, become the crowning glory of winter ensembles, offering protection against the cold while adding to the ‘fashion game’. Finally, let's not forget the unsung heroes – socks. Once relegated as mere utility, they now emerge as fashion statements. From vibrant patterns to classic cable knits, socks these days add a delightful element of surprise to every step.
Fashion is ever-evolving, as a result of which, winter wear too has undergone a notable transformation. Traditionally viewed as a shield against the cold, it was all about utility and practical fabrics to brave the chilly temperatures. However, in recent times, it has evolved from being purely utilitarian to being a fashion statement, owing to the festivities and the large number of weddings that demand a touch of glamour. This shift is evident not just in the garments themselves but in the way people perceive winter fashion. It's no longer solely about staying warm; it's about doing so with flair and elegance. The once limited options have blossomed into an array of choices that reflect individual tastes and preferences.
The demand for winter wear has experienced a remarkable surge, mirroring the shift in mindset. Reports suggest that over the past four years, e-commerce platforms selling winter wear have compounded annual growth rate of 25%, becoming a thriving force within the fashion apparel industry. It has evolved into a key revenue driver, constituting a substantial 25% of sales in the latter half of the year. There are many reasons for this surge. My City Links brings to you a comprehensive compilation of a few such reasons.
Changing Consumer Mindset
Over the years, there has been a noticeable shift in consumer mindset. From viewing winter wear as a mere necessity to stay warm, consumers now see it as an avenue for self-expression and a reflection of personal style. The evolving mindset has fueled the demand for aspirational winter fashion. “Earlier, the opportunity to showcase my sense in style and fashion was only during the spring and the summer. Winter was a time when the only concern was to protect ourselves from the cold weather. A knitted cardigan and monkey caps were the only essentials during winters. But since the past few years, lots of fashionable winter wear has emerged. My favourite fashionable winter wear are trench-coats. They are minimal, elegant and chic. They can be paired up with the regular denim jeans and t-shirt combination and yet they manage to give off a sophisticated vibe. They are also very efficient in protecting one from the chilly winds of Cuttack,” said Unnati Vyas, a student of NIFT. “I would personally never wear monkey caps again. My go-to head gears in winters are beanies,” she added. “Winters have now become an opportunity to express ourselves through our sense of style,” she signed off.
Influence of Social Media
The pervasive influence of social media platforms has played a pivotal role in shaping fashion aspirations. Platforms like Instagram and Pinterest showcase curated winter fashion looks, inspiring consumers to experiment with their winter wardrobe. The constant exposure to stylish winter ensembles has elevated the demand for trendy and aspirational winter wear. “After graphic t-shirts, graphic sweatshirts have garnered a lot of attention from the youth. For people like me, who like to keep things minimal while also adding an element of colour to our wardrobe, social media’s recent obsession with graphic sweatshirts have opened up a door of variety. I, myself, am a huge fan of Animes like ‘Death Note’ and ‘Attack on Titan’. I love flaunting their official merchandise and I have noticed that official and unofficial merchandise of diverse shows like famous American sitcoms are also in trend on social media. I love how just one sweatshirt completes my entire look and I don’t have to worry about accessorising further. Graphic sweatshirts are definitely going to rank the charts for many years to come,” said Surya Biswal, a student of Ravenshaw University.
Rise of E-Commerce and Fashion Portals
The advent of e-commerce platforms has made fashion accessible to a broader audience. The convenience of online shopping, coupled with a diverse range of options, has empowered consumers to explore and invest in winter fashion that goes beyond mere utility. The digital marketplace has become a hub for discovering and adopting aspirational winter styles. “Individual clothing brands and streetwear brands have gained a lot of popularity over the recent years. Websites like ‘Bewakoof’, ‘The Souled Store’, ‘Urbanic’ among others are few of my favourite sites to shop from. While the former two sell great graphic sweatshirts and pullovers, that are loved by both men and women, the latter hosts a stock of all latest women-centric winter wear, among other things. Earlier, our only options were either to buy from local stores or to buy from sites like ‘Myntra’ where winter wear is branded and expensive. After these independent platforms have come up, we have a lot of options to choose from and these options are budget friendly,” said Ananya Pattnaik, a resident of Rairangpur.
Celebrity Endorsements and Influencer Culture
Celebrity endorsements and the rise of influencer culture have significantly impacted fashion trends. When celebrities and influencers showcase chic winter outfits, it not only sets new trends but also instils a desire among consumers to emulate these styles. The aspirational nature of celebrity and influencer-endorsed winter fashion has contributed to the category's growth. “The reason that social media has had such a huge impact on today’s winter fashion, is in fact great marketing, which includes celebrity endorsements and influencer marketing. While celebrity endorsements have been a thing since televisions were the only source of recreation, in terms of media, today, celebrity endorsements are also a huge part of social media. Celebrities today are paid to post a single post on their social media feeds. The accessibility plus the repetitive nature of these endorsements have affected the winter fashion of today as much as any other industry,” said Soumya Pattnaik, a social media manager. “Influencer marketing is another very strong and effective promotional strategy for brands. What matters is how much reach a particular content creator has, in this case, a fashion content creator. The audience has a lot of trust in these creators because they follow them for fashion tips while also following their personal journey. There is an emotional connection that companies can profit off of,” she added.
Technological Innovations in Fabrics
Advancements in textile technology have led to the creation of winter wear that is not only functional but also fashionable. Innovative fabrics offer a balance between warmth and style, encouraging consumers to invest in winter clothing that is both comfortable and visually appealing. This blend of technology and fashion has elevated the aspirational value of winter wear. “There are many new fabrics in the market. Primaloft and Thinsulate are fabrics that are breathable, water resistant, yet can keep one warm. Sherpa fleece is 100% wool, it’s soft, keeps one warm and doesn’t use micro-plastics. Then there are also hemp fabrics that are anti-microbial, don’t discolour easily and also have a good heat capacity ratio,” said Divyasha Biswal, co-founder of street-wear fashion brand.
Seasonal Celebrations and Events
The association of winter with various celebrations, weddings, and events has prompted consumers to view winter wear as more than just a shield against the cold. The desire to look stylish and put together during festive seasons has fueled the demand for elegant and aspirational winter fashion.
“I have had so many cousins get married in the winter in the past few years, and more so in 2023. Due to the increasing temperatures in the summers in Odisha, and the unpredictable rainy weather here as well, more and more people are opting for winter weddings. For people like me who love an opportunity to get dressed and flaunt our glittery outfits which would be considered over-the-top otherwise, fashion in winter becomes a problem. I personally don’t like to compromise fashion to stay warm and I used to ditch the sweaters earlier but I used to be really uncomfortable but thanks to the internet, there are so many winter wedding outfit ideas these days. I love pairing my solid sarees with turtlenecks instead of blouses. This is a classic look and it can never go wrong. Another thing that goes really well with sarees are trench coats. Trust me, you can never go wrong with trench coats,” expresses Mehreen Sayeed, a student and fashion enthusiast.
In the journey from simply staying warm to making a style statement, winter fashion has transformed. What used to be a basic need has now become an avenue for personal expression and trendsetting. Influenced by social media, technology, and a changing mindset, winter wear has shifted gears, turning the mundane into the aspirational. As we bundle up for the cold, we're not just layering for warmth; we're embracing a season of style and self-discovery.
