There was a time when blockbuster films and hit TV shows heavily influenced fashion trends, with fans eagerly copying the looks of their favourite stars.
However, filmmaker Karan Johar now believes audiences no longer want to dress like Bollywood stars such as Kareena Kapoor Khan, Alia Bhatt, or Deepika Padukone, as people today are more focused on expressing their individuality.
In a conversation with The BarberShop, KJo said, “Earlier, there used to be a gold standard that Bollywood has worn it. Now, there is a certain attitude about that too. People are like, ‘Why should I wear this? Kareena has already worn it,’ or ‘Alia Bhatt and Deepika Padukone have already worn it.’ They don’t want to wear the same thing because they don’t want to come across as someone copying a Bollywood star. Nobody wants to look like a wannabe version of a celebrity anymore. Everybody is seeking individuality.”
He further added, “When people go to Manish Malhotra, they often say, ‘I don’t want to wear what X, Y, or Z has worn.’ Everybody wants individual treatment. They want customer service that feels tailored specifically to them. They want to feel special. Their mindset is: ‘We are paying you, so what are you giving us that you are not giving someone else?’ There’s now a strong demand for exclusivity and individual catering.”
Interestingly, designer Manish Malhotra once spoke about a time when copying celebrity fashion was seen as aspirational. Recalling the craze around Dil To Pagal Hai, he shared that the film’s outfits became hugely popular among audiences after its release.
“I remember when Dil To Pagal Hai released, people suggested that I open my own boutique because the film’s outfits had become so popular. Every tailor was copying those clothes. That was the moment I realised I didn’t have my own label. When my designs got copied, I saw it as a sign that they had connected with people,” he said.