Gen Z is obsessed with the 90s, a decade that represents everything today is not: slower, imperfect, and real. This is Anemoia: nostalgia for a time you’ve never known. But for brands, this isn't just a mood board; it is a structural market shift.
However, this nostalgia shaping taste, reshaping value, and will define the future of fashion in India. Here's how:
The "Desi-Core" Evolution: Once the "General 90s" aesthetic is consumed, we will dig deeper into their specific linguistic and regional roots to find something un-copyable. The 90s nostalgia is currently very metro-centric (Bombay/Delhi/Bangalore). The future will decentralize this.
According to recent consumer surveys, 65% of young Indian shoppers now prefer brands that incorporate local cultural elements into their apparel
It won't look like "village chic"; it will look like Sci-Fi meets Rural India. Neon Malayalam script on brutalist backgrounds.
The "Rafoogari" Economy (From Thrifting to Mending): Currently, Gen Z is buying old clothes (thrifting). The future is keeping clothes.
Just as the Japanese Kintsugi (gold repair) became a philosophy, Indian traditions like Rafoogari (invisible darning) or Kantha (recycling old saris) will become high-value aesthetics.
The "thrift flip" trend (upcycling used clothes) has seen a 486% growth in engagement across platforms in India and Asia. Furthermore, 62% of Gen Z shoppers state they are willing to pay more for sustainable brands
The flex won't be "I bought this new"; the flex will be "I have repaired this three times." It signals commitment and anti-consumption.
Return of Utility Wear: If the "Digital Detox" lifestyle takes off (using Nokia 1100s instead of iPhones), fashion will adapt.
Searches for "dumb phones" (like the Nokia 2660 Flip) have spiked, with HMD Global reporting doubled flip phone sales. Correlating with this is the boom in the Casual Pants Market, where utility-driven cargo pants are projected to dominate 2025 wardrobes.
We will also see utility jackets with specific pockets for film cameras, physical notebooks, and Walkmans.
Anti-AI Content: As the digital world becomes infested with AI-generated "slop," the physical world becomes premium. Brands that use real photography (showing skin texture, bad lighting, real people) will be seen as "High Trust." Brands that use AI models will be seen as "Cheap/Scam."
Can't Ignore the Heatwave: India is getting hotter, and Gen Z is acutely aware of it. The heavy velvets and polyesters of the past are becoming physically unbearable.
Gen Z brides won't really prefer a "one-time wear" 20kg lehenga. The 2026 prediction is lightweight couture.
Heirloom pieces will also be repurposed; taking grandmother's old sari and stitching it into a modern corset, rather than buying new gold embroidery.
Gen Z’s nostalgia is about building a future that feels tactile, local, and intentional. If Indian creative directors want to remain relevant, they must start adopting the values of the 90, and scaling them for 2026.