Kerala, known for its lush landscapes and rich cultural heritage, is witnessing a vibrant transformation in its fashion scene, spearheaded by Gen Z. Young Keralites are breaking away from traditional stereotypes, embracing a fluid and inclusive approach to style that’s making waves both locally and globally. This new wave of Kerala Fashion is characterized by its comfort, individuality, and a strong influence from social media and global trends.
Gone are the days when conservative clothing was the norm. Today, Kerala’s youth are confidently sporting anti-fit tees, trendy sneakers, crop tops, and bold mixes of prints and solids. Monochrome outfits and layered looks are also gaining traction, showcasing a generation that is unafraid to experiment and express themselves through fashion.
Social media has undeniably become the primary catalyst for this fashion revolution. Platforms like Instagram have exposed Kerala’s Gen Z to global trends, fostering a desire to experiment and adopt diverse styles. Influencers and content creators play a pivotal role in shaping these trends, bridging the gap between international fashion and local preferences.
Twenty-one-year-old Abhirami Chaliyadath from Kozhikode perfectly encapsulates this shift in perspective. “For a long time, fashion was associated with branded clothes,” she observes, “but I always felt it was more about being on trend and expressing personal style.” This sentiment reflects a broader move away from brand-consciousness towards a more trend-driven and individualistic approach to fashion in Kerala.
The rise of social media has democratized fashion, making trends accessible to everyone, regardless of geographical location. Amith Mohan, a 28-year-old administrator and video content creator for @kozhikottukaarofficial, an influencer community in Kozhikode, notes the profound impact of the digital age. “Covid-19 changed a lot of things. Social media, especially Instagram, got a big boost. And that led to a wave of change in the fashion world, mostly led by influencers who brought global trends to our screens. That made a difference.”
Gayathri Mohan, a 31-year-old fashion content creator based in Mumbai but with roots in Kerala, has witnessed this transformation firsthand. Early in her career as a stylist in Kochi, fashion content creators were not taken seriously. “Now, everyone, including big brands, understands the value of collaborating with an influencer,” she states, highlighting the growing recognition and influence of fashion content creators in Kerala’s evolving fashion landscape.
This social media-driven trend cycle has created a ripple effect, influencing mainstream fashion choices. Poornima Indrajith, founder and designer of the Kerala-based label Pranaah, points out how quickly trends spread. “If my daughter (Prarthana) wears something, it is not just her, but a lot of other girls in her age group are wearing similar clothes.” Viral fashion pieces on social media are quickly picked up by high street brands, making trendy styles readily available across Kerala.
Diya John of Salt Studio emphasizes the blurring of geographical boundaries in fashion. “Kids these days are wearing crop tops, loose fit or baggy T-shirts and shirts, bomber jackets. It is amazing how, when the latest trends hit New York or Paris, an influencer sitting at Kottayam is wearing similar clothes at nearly the same time!” This near-instantaneous adoption of global trends showcases the interconnectedness of Kerala fashion with the international scene.
Kerala designers are increasingly leveraging social media to market their labels and reach the right audience. Mohammed Hizqeel, designer of the clothing label BAKR, confirms this strategy: “I tend to push my brand more on Instagram and it reaches the right people.” This direct-to-consumer approach, facilitated by social media, is empowering local Kerala fashion brands to thrive in the competitive market.
Gender fluidity is another significant aspect of this fashion evolution. Kerala’s Gen Z is embracing gender-neutral styles, challenging traditional norms. Diya John notes, “Youngsters are very aware of gender fluidity and they are opting to wear really anything they want to. During the Kochi Muziris Biennale (2024), where Salt had a pop up, we had these anti-fit shirts that were bought by both men and women.”
Men’s fashion in Kerala is also undergoing a transformation, with bolder color choices and Korean-inspired styles gaining popularity. Hizqeel adds, “These days men don’t shy away from choosing colors like salmon pink and teal. Korean inspired fashion — baggy tees made from fabric with high thread count that don’t crease, neutral colors and straight-fit jeans and monochrome are trending in men’s fashion.”
Comfort reigns supreme in this new era of Kerala fashion. Form-fitting clothes are becoming less favored as Gen Z prioritizes comfort and versatility. Poornima Indrajith explains, “Comfort is key and it is all about layering and mixing and matching baggy separates.” Styles like flared pants, crop jackets, waistcoats, flowy dresses, crochet tops, and denim skirts are becoming wardrobe staples. The influence of hip-hop culture is also evident in the growing popularity of streetwear-inspired looks in Kerala.
Sustainability and affordability are also key considerations for Kerala’s fashion-conscious youth. Thrifting is gaining momentum as a way to access unique and budget-friendly clothing. Abhirami Chaliyadath points out the economic appeal of thrifting: “With thrifting, one can get two to three good tops for ₹1,500, whereas, a high street brand would price one good top between ₹1,200- ₹1,800.” This trend reflects a growing awareness of sustainable fashion practices among Kerala’s Gen Z.
Despite Kerala’s tropical climate with no distinct seasons, Gen Z is experimenting with layered clothing, albeit with lighter fabrics. Gayathri Mohan observes, “We don’t really have a concept of different seasons, but, Gen Z doesn’t seem to care. They are opting to wear layered clothing, albeit light layers.” Current trending colors include black, white, olive, deep reds, and maroons. Florals and stripes remain timeless favorites, and Diya John highlights the creative ways young Keralites are mixing and matching prints with solids, showcasing a refreshing approach to styling.
This fashion revolution is underpinned by a significant cultural shift in Kerala. Diya John notes, “If you step into any club, coffee shop, or even the streets of Kochi, you’ll see, there’s definitely a style and a cultural shift.” Parental attitudes are also evolving, with greater acceptance and support for individual style choices. “Parents don’t body shame anymore; they are more supportive and let the kids be. This wasn’t the case when I was growing up. I remember, when my older cousins would say they want to study fashion design, the family elders would discourage it.”
The increased availability of trendy clothing through online stores of brands like Zara and H&M has also contributed to this fashion transformation. Diya John concludes, “With brands like Zara and H&M having online stores now, trendy clothes are readily available. The younger generation is also into thrifting, especially since the Y2K fashion is back.” This combination of global trends, social media influence, cultural acceptance, and accessibility is shaping a dynamic and exciting new chapter in Kerala fashion.
