The Next Frontier of Growth in Indian Fashion- Gen Z Ethnicwear

Gen Z (women) is redefining ethnicwear, much like they reshaped westernwear. 
Consumption is shifting from occasion-led and trend-driven 
To aesthetic-led identity-first expression
Gen Z ethnicwear is an emerging blue-ocean category with no fixed market size yet. Still, strong cultural signals, backed by Google search trends and social media visibility show that this space is rapidly taking shape.
This document brings together key datasets to surface and validate this shift. It positions Gen Z Indianwear as a distinct category with its own silhouettes, product language, and communication frameworks, fundamentally different from Indianwear made for millennials and older cohorts.
Rather than focusing on brands or seasons, the study examines category-level change, exploring how Gen Z discovers, adopts, and integrates Indianwear into everyday life.