In the realm of fitness fashion, the era of the skin-tight legging, once hailed as the ultimate symbol of both physical prowess and style, is gracefully making way for a new wave of comfort and self-expression. This shift marks not just a change in wardrobe but a broader cultural transformation towards embracing ease and authenticity in our active lifestyles.

For years, gyms were dominated by figures clad in form-fitting Lycra, epitomizing a culture that equated effort with tightness. However, a revolution is underway in fitness attire, reflecting a deeper societal shift towards prioritizing comfort and mental well-being alongside physical fitness.

The emergence of loose and relaxed styles

The emergence of looser styles is redefining the fitness landscape. Yoga pants now flow with every pose, tracksuit bottoms exude effortless cool, and ballet-inspired wrap cardigans offer elegance without constraint. These garments, once confined to studios, now spill into everyday wear, blurring the lines between activewear and casual attire.

This trend towards relaxed silhouettes mirrors broader changes in fashion where restrictive clothing gives way to designs that celebrate movement and functionality. Skinny jeans yield to baggy denim, and oversized shirts become staples of contemporary style, echoing a desire for freedom both in fashion and in life.

Moreover, the shift in gymwear reflects a more holistic approach to fitness—one that acknowledges exercise as a means of enhancing mental well-being and fostering a positive mindset. By opting for looser garments, individuals can redirect focus from outward appearances to the intrinsic joy of movement, thereby promoting self-acceptance and confidence.

Brands adopt the new trend

Leading brands are responding to this demand for comfort-focused gymwear. Vuori, rooted in menswear, champions comfortable fabrics and ease of movement with its ‘Miles Ankle Pant,’ bridging the gap between gym attire and everyday wear effortlessly. Meanwhile, M&S Goodmove democratizes comfort with affordable options like the high-waisted hareem yoga joggers, proving that comfort and style need not come at a premium.

Fitness studios, like Frame, and influential figures such as Cassie Davenport, further propagate the trend towards relaxed gymwear. Their preference for tracksuit bottoms and loose T-shirts underscores the practical and psychological benefits of embracing comfort during workouts.

Even industry giants like Nike and Lululemon are embracing the shift towards looser fits. Nike’s ‘Nike Life’ collection and Lululemon’s ‘City Sweat’ line expand their offerings beyond traditional tight-fitting activewear, catering to a diverse audience seeking comfort and versatility.

In essence, the decline of restrictive gymwear signifies more than a change in fashion—it symbolizes a broader cultural shift towards self-acceptance, functionality, and empowerment. As we embrace looser silhouettes and prioritize ease of movement, we cultivate a more positive and liberating experience in our active lives, whether in the gym, on the streets, or amidst nature’s embrace.

The message is clear: it’s time to loosen up, let your body move freely, and celebrate the joy of being active in comfort and style.

Uttar Pradesh Chief Minister Yogi Adityanath questioned why India lags behind Bangladesh in readymade garment exports despite its vast population.

Speaking at a textile park investor meet, he stressed the need to develop a global textile brand and provide direction to India's workforce, highlighting Uttar Pradesh as a key consumer market for the industry.

Expanding its offerings, global denim brand Lee has launched an exclusive collection targeting young Indian consumers.

Titled, ‘Stormtrooper’ the collection has been designed by the in-house team of Lee’s exclusive licensee in the Indian market, Ace Turtle.

The Lee X Stormtrooper collection features graphic t-shirts, oversized tees, and coordinated jogger sets. It is currently available at Lee retail stores and leading department store chains including Shoppers Stop, Lifestyle, Pantaloons, Kapsons and Lulu Fashion across India.

The collection blends the legacy of Lee heritage with the ever-increasing appeal of science fiction, says Nitin Chhabra, CEO, Ace Turtle. It imagines the iconic Stormtrooper through bold, modern designs, creating a unique fusion of fashion and fandom, he adds

With the launch of this collection, Lee continues to push the boundaries of style, offering a collection that resonates with the dynamic spirit of new-age and fashion-forward Indian consumers, he states further.

Streetwear label Manaca has launched its debut brick-and-mortar store in Mumbai. Located on Linking Road in Khar West, the new outlet showcases the brand's performance-oriented apparel for both men and women.

The store’s launch event in Mumbai was attended by celebrity guests including Poonam Pandey, Nikita Rawal, Malini Agarwal, Alexx, and Mihir Joshi. Situated next to the Bata showroom on Linking Road, the Navrang store is designed to fuse fashion and technology, promoting techwear and futuristic apparel in India.

The store offers products including stealth-style apparel, functional streetwear, and eye-catching statement pieces, catering to urban fashion enthusiasts. Through this store, the brand aims to establish itself as a disruptive force in India's streetwear market, It also sells its products through its direct-to-consumer online store.

Manaca brings the future of fashion to the sreets by combining cutting-edge technology, high performance funcationality and bold, avant-garde design, says Manish Bhavnani, Founder, Manaca. Each of the brand’s products is designed for the new generation of go-getters, creators, and those who break the mold, he adds.

India’s fashion landscape is shifting its epicenter beyond the metros. A growing middle class, increasing digital spread and an for style is boosting retail revolution in Tier II and III cities. This rise is creating a vibrant market for fashion and apparel, presenting unprecedented opportunities for brands across all segments.

The Indian apparel market is projected to reach $170 billion by 2030, growing at a CAGR of approximately 10 per cent. While metros still hold a significant share, Tier II and III cities are emerging as the fastest-growing segments.

As per reports by Technopak Advisors and Wazir Advisors the current market size in Tier II & III cities is estimated at around $40-50 billion. Statista and RedSeer Consulting reports suggest that by 2030 the market size of Tier II & III is expected to surpass $80-100 billion. The growth rate of Tier II, III cities as per CRISIL and ICRA reports will be 12-15 per cent, which is significantly higher than metro growth.

Table: Apparel market growth (estimates)

Growth triggers for smaller cities

The main reason for higher growth rates in smaller cities is changing consumer mindset. Consumers are becoming increasingly fashion-conscious, due to higher digital exposure. Social media platforms like Instagram and YouTube, coupled with the proliferation of smartphones, expose consumers to global trends. E-commerce platforms have also become a major source of shopping. It maybe noted that Internet penetration in rural India has increased from 12 per cent in 2015 to over 45 per cent in 2023 as per Telecom Regulatory Authority of India reports.

Another driver for smaller cities is rising disposable incomes and a desire for upward mobility are driving aspirational purchases. Consumers are willing to spend on quality and style. Regional influences too are at work as local festivals, cultural events, and regional celebrities play a significant role in shaping fashion preferences. However, although aspirational, consumers in Tier II and III cities are still price-sensitive. They seek a balance between quality and affordability.

Another growth catalyst is e-commerce expansion. Online platforms are bridging the gap between urban and rural markets, providing access to a wider range of brands. Influencers and social media campaigns too are shaping consumer perceptions and driving trends. Meanwhile, domestic and international brands are expanding their presence in smaller cities through physical stores and online channels.

Local brands have strong market hold

The apparel market is witnessing strong growth in both premium and value/affordable segments, though each is driven by different factors. The value and affordable apparel segment dominates the market, catering primarily to price-sensitive consumers. Local brands and unorganized retailers hold a significant share, with affordability, durability, and basic functionality being key drivers of demand. A notable example is V-Mart, a value retail chain that has successfully expanded into Tier II and III markets by offering budget-friendly apparel and household goods. Their strategic store placements and focus on local consumer preferences have been instrumental in their success.

On the other hand, the premium apparel segment is experiencing rising demand, due to increasing disposable incomes and aspirational spending. Both national and international brands are expanding their presence in India, offering a broader range of premium options. Factors such as brand awareness, quality, and exclusivity drive this segment’s growth. Reports from consulting firms like McKinsey & Company and Bain & Company indicate that the premium apparel segment in Tier II and III cities has grown at a CAGR of 18-20 per cent over the past three years, highlighting the growing appetite for high-end fashion beyond metropolitan areas.

Menswear growing as womenswear lead

Within the apparel sector, menswear is witnessing strong growth, particularly in casual wear and athleisure, as more men embrace branded and trendy styles. This shift is largely driven by an increasing male working population and greater exposure to global fashion trends. Womenswear remains the largest segment, spanning diverse categories such as ethnic wear, western wear, and lingerie. The rising number of working women and greater exposure to fashion trends have significantly boosted demand for stylish and trendy clothing. Kids' wear, too, is emerging as a rapidly growing segment, with increasing parental spending on comfortable, durable, and fashionable clothing. Social media and heightened parental awareness of children’s fashion further accelerate growth in this category.

Denims continue to be a popular choice across demographics due to their versatility and durability. The rising demand for branded denim and trendy styles is driven by the growing youth population and the influence of western fashion. Similarly, ethnic wear remains a significant part of the Indian apparel market, thriving on cultural events, festivals, and a deep-rooted traditional identity. The increasing preference for designer ethnic wear has further pushed up growth in this segment.

Retail growth is being driven by both offline and online channels. Despite the rise in e-commerce, offline retail remains crucial, particularly in Tier II and III cities, where physical stores offer a tangible shopping experience and build consumer trust. The expansion of organized retail chains, the opening of malls, and the increasing penetration of franchise stores have all contributed to the steady growth of offline retail, which is estimated to be expanding at an annual rate of 8-10 per cent in smaller cities.

At the same time, online retail is experiencing exponential growth, with e-commerce platforms gaining traction in non-metro areas due to rising internet penetration and smartphone adoption. Online platforms provide a vast selection of products at competitive prices, along with convenient delivery options. Online retail in Tier II and III cities is estimated to be growing at 25-30 per cent annually, significantly outpacing the national average. This surge is driven by factors such as affordable data plans, improved logistics, and the availability of regional language interfaces on e-commerce platforms, making online shopping more accessible to a wider consumer base.

Overall, both premium and value apparel segments are flourishing, driven by unique consumer behaviors and evolving market dynamics across various categories and retail formats.

Rupa & Co is expanding its operations in India by launching new trendy collections, sustainability efforts, and digital engagement. The company is not only incorporating bright colors, unique designs, and modern styles into its product lines but also maintaining affordability and a commitment to sustainability.

To attract environmentally conscious consumers, Rupa & Co is prioritizing eco-friendly products. They're also leveraging technology, using digital platforms and social media partnerships to effectively connect with younger audiences.

Rupa & Co’s recent product launches aimed at Gen Z include; Colors by Rupa- a line featuring vibrant colors and contemporary prints; Bumchums Collection- a range emphasizing comfort and modern style; Macroworld Collections that focus on aesthetics and versatility; Softline-a collection that blends comfort with stylish appeal and Femmora, a range offering fashionable, budget-friendly options.

The company is also increasing brand visibility by partnering with brand ambassadors, targeting different demographics to improve customer engagement. Rupa & Co continues to rely on brick-and-mortar retail while expanding its online presence. The company operates 29 Exclusive Brand Outlets (EBOs) across India, along with shop-in-shop formats and supermarket partnerships. Its distribution network covers the country, with a focus on strengthening omnichannel engagement through e-commerce marketplaces, quick-commerce platforms, and direct-to-consumer channels.

To enhance its omnichannel strategy, Rupa & Co. is implementing integrated systems to help synchronize inventory and sales data between online and offline channels. The company also offers a Unified Customer Experience by maintaining consistent branding and service across all platforms. Its Click-and-Collect service facilitate online purchases with in-store pickup options while cross-promotion helps drive traffic between online and offline stores through promotional campaigns.

The company believes, these initiatives align with evolving consumer preferences, particularly among Gen Z and millennials, and aims to expand its market share by strengthening both its digital and physical retail operations in India.

Entering the e-commerce market, Garment Mantra Lifestyle has launched its online fashion platform ‘Stitch’ Stylee’.

The platform will enable Garment Mantra to expand its reach and capture a larger share of the fast-growing online fashion retail industry in India. It will drive the brand’s revenue growth, improve visibility and create new opportunities to scale operations efficiently

Garment Mantra expects its online platform to also drive the brand’s revenue growth, improve visibility, and create new opportunities for scaling operations efficiently.

Prem Aggarwal, Chairman and Managing Director, Garment Mantra, says, the launch of Stitch Stylee is a testament to the brand’s commitment to innovation and adaptability in an increasingly digital world.

For the brand’s investors, this initiative represents a strategic growth driver to enhance its revenue streams, improve profit margins, and expand footprint. With the right execution, Stitch Stylee will contribute meaningfully to the company's financial performance, he adds.

Garment Mantra is a value fashion retailer with a strong presence in Tier II, III markets of the country.                             

Known for his ‘India Modern’ aesthetic and exceptional craftsmanship, designer Tarun Tahiliani  showcased his latest collection, ‘Dreamscape,’ at the Blenders Pride Fashion Tour. For this showcase, Tahiliani reimagined traditional Indian styles with a contemporary, global perspective.

The collection focuses on a glamorous Spring-Summer aesthetic, explains Tahiliani. Offerign evening wear pieces designed for movement, travel and celebration, the collection reinterprets Indian silhouettes with modern fabrics, fits, and a lifestyle-driven approach, he adds.

The Blenders Pride Fashion Tour aimed to elevate Indian fashion onto the international stage, presenting outfits suitable for events like Cannes or high-profile red carpets. Moving away from traditional ‘Swadeshi’ elements, Tahiliani’s new collection presented a sophisticated fusion of heritage and innovation.

Tarun Tahiliani's luxury prêt label, OTT has launched its debut store in Gurugram, with an aim to capture the burgeoning market of modern Indian consumers. Reflecting a minimalist aesthetic, the store showcases a collection featuring signature Tahiliani elements like jewel printing and chikankari, presented in contemporary silhouettes such as gilets, capes, and kaftans.

According to Tahiliani, OTT democratizes traditional craftsmanship by utilizing modern production techniques and economies of scale, making high-quality design available to a broader audience. Ensuring convenient access for customers, the brand plans to expand its retail presence across India,

Drawing on extensive experience designing for Indian women, OTT adapts classic styles for ready-to-wear, focusing on effortless designs and size versatility. The label blends India’s rich tailoring and draping traditions with modern aesthetics, presenting a fresh interpretation of ‘India Modern.’

Emphasizing on the evolving nature of culture, Tahiliani highlights how OTT reinterprets  heritage through technology and contemporary design. The brand allows for creative experimentation, such as transforming Pichwai paintings into monochromatic lace bibs, a concept that wouldn't fit within the couture line.

Embodying a global Indian identity, the OTT consumer embraces international perspectives while remaining rooted in Indian culture. They share a modern, global mindset, proudly expressing their Indian heritage. The brand aims to cater to this diverse, modern Indian who seeks accessible luxury that reflects their evolving lifestyle.

An artisanal lifestyle brand from Aditya Birla Fashion and Retail, Jaypore has increased its store count across India to 26 with the launch of a new EBO in Greater Kailash. This new store strengthens the brand’s strategy to make ethically sourced, artisan-crafted products more accessible while supporting rural artisans

Spanning 2,360 sq ft across two levels, the store blends contemporary design with traditional Indian aesthetics. Its design integrates architectural elements that help create a functional shopping environment.  Inspired by Punjab’s Phulkari craft, the store’s façade features a perforated geometric lattice that illuminates at night. Finished in terracotta red, the store’s arched entrance, leads into a space focused on craftsmanship.

Manu Gupta, Vice President and Brand Head, Jaypore states, the opening of this flagship store in Greater Kailash marks a pivotal milestone in Jaypore’s journey of growth and evolution. The store is a testament to the brand’s commitment to bringing India’s finest handcrafted products to a wider audience while creating an immersive retail experience.

The launch of this new store’s also boosts Jaypore’s omnichannel strategy besides strengthening s customer accessibility and extending support to over 30 craft clusters across India.

The store’s interiors feature an earthy material palette that complements its artisanal collections. The store boasts of dedicated spaces that highlight the brand’s new collections and artisan stories, while textured wall finishes add a layered dimension. Traditional motifs inspired by Phulkari and Ikat are incorporated into the display units, reinforcing the brand’s connection with Indian crafts.

A staircase with handcrafted Chettinad-inspired tiles connects both levels. Additional design elements of the store include vintage Suzani textiles, hand-painted Mughal butas, and Rabari mirror work. The space is illuminated by natural light streaming through the double-height ceiling, enhancing the contrast between textures and artisanal details. A large display screen showcases visuals and videos highlighting the artisans behind the collections.

The store offers a selection of handcrafted apparel, jewelry, and home décor, with designs incorporating floral block prints, nature-inspired motifs, and handcrafted silver and gold-plated jewelry.

Derby Jeans Community (DJC) has launched its flagship denim store with a tailor studio in Chennai’s Anna Nagar, offering both ready-to-wear and handcrafted tailored jeans. Actor Gautham Karthik inaugurated the store on 16th March 2025.

Vijay Kapoor, CEO of DJC, highlighted the brand’s commitment to personalized fashion, stating that the Derby Tailor Studio provides custom-fit jeans for all body types with expert craftsmanship. He emphasized that Derby is more than a clothing brand it's a community built on confidence, style, and cultural pride.

Founded in 1994, DJC has grown into a leading denim brand with over 55 stores in Tamil Nadu. The company plans to expand aggressively, opening 50 more stores in the next two years across Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, and Telangana. Kapoor described Derby’s journey as a movement that redefines fashion, quality, and community, driven by passion and excellence.

Expanding its offerings for the season, leading womenswear fashion brand, Madame has launched its spring-summer 2025 collection.

Featuring a diverse product mix including dresses, skirt, co-ord sets, jumpsuits and denims, the collection is priced in the range of Rs 1,500 to Rs 5,999. It is currently available at all Madame retail outlets across India, and online marketplaces.

Sumedha Jain, Head-Marketing Communications, Madame, says, embracing lightness, vibrancy and the joy of self-expression, the brand’s spring-summer collection not only reflects the season’s beauty but also resonates with the confidence and individuality of today’s woman.

Embracing fashion as a celebration of individuality, the collection offers looks for every season and styles for every reason, adds Jain.