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Comfort-first fashion indicates a cultural shift towards mindful consumption, personal well-being, and the understanding that true style is about feeling as good as you look.
The pandemic accelerated the move towards comfort in fashion.
Fashion has long carried the reputation of being beautiful but demanding. For years, Indian wardrobes were filled with stiff fabrics, high heels, and silhouettes that looked great but often came at the cost of ease. Yet the definition of style is evolving. Today, comfort is no longer a compromise. It’s the foundation of fashion. From workwear to festive looks, modern consumers are embracing clothing and footwear that allow them to move, live, and express themselves freely.
“Today’s Indian woman isn’t willing to sacrifice style for comfort. She wants it all – comfort, functionality, and a bold, beautiful sense of self-expression. The rise of comfort-first fashion in India is more than a trend; it’s a cultural pivot,” says Gaurav Srivastava, Founder of Pair-ie Tales.
A Pandemic-Accelerated Shift
The COVID-19 pandemic acted as a turning point. With remote work and lockdown lifestyles, loungewear, flats, and breathable fabrics became mainstream. But even as life returned to normal, this newfound love for ease didn’t fade. “Whether she’s heading to a boardroom or a brunch, today’s woman is clear: comfort is non-negotiable,” notes Srivastava.
At Pair-ie Tales, that belief is central to design. “Every pair we launch is crafted to help women move through life and not just pose for it. Our shoes are made for the long haul – for the metro rush, the unexpected detours, the late-night walks, and the moments when she decides to rewrite her story.”
Beyond Clothes: Footwear Leads the Way
The footwear segment has been especially pivotal in driving the comfort revolution. Yashesh Mukhi, Founder of Chupps, believes that the modern consumer no longer accepts the trade-off between style and well-being. “Indian consumers are no longer content with footwear that looks stylish but leaves their feet aching and bruised by the end of the day. The modern mindset is simple: why should anyone have to choose between aesthetics, ergonomics, and conscious consumption?”
Mukhi adds that comfort-first fashion is also tied to innovation and sustainability. “Our proprietary TruZero™ material, which biodegrades within 24 months of reaching landfill, allows us to make footwear that respects both the human body and the planet. To us, the future of fashion lies in finding that sweet spot between performance, style and purpose, and never treating comfort like an afterthought.”
Everyday Wear Meets Everyday Life
This movement is not limited to footwear. Apparel, too, is witnessing a transformation. Vishal Pacheriwal, Director of Parnika India, observes, “Shoppers are moving away from restrictive fits, preferring breathable fabrics, relaxed cuts, and versatile designs that suit multiple occasions. This change is fueled by evolving lifestyles, the growth of remote work, health awareness, and the influence of global casualwear trends.”
From airy cordsets and relaxed kurtis to palazzo pants and sneakers paired with ethnic ensembles, comfort-first fashion is finding its way into every wardrobe. “Young consumers, particularly Gen Z and millennials, are embracing styles that allow effortless movement while maintaining a polished look,” Pacheriwal explains.
The Cultural Meaning of Comfort
More than just a style preference, comfort-first fashion reflects a cultural and psychological shift. Consumers are increasingly prioritising well-being, sustainability, and authenticity. Social media and celebrity culture have amplified this, making functional yet stylish outfits aspirational.
As Srivastava notes, “The new Indian fashion mindset is being shaped by a generation that doesn’t just want to look good, but they want to feel unstoppable.” Mukhi echoes this sentiment, adding that comfort today is a manifestation of confidence, not compromise.
From breathable fabrics to versatile footwear and minimalist silhouettes, comfort-first fashion is weaving itself firmly into India’s sartorial identity. What was once considered “casual” is now chic, aspirational, and empowering. And in that lies the power of fashion’s newest revolution – it’s not about choosing between beauty and comfort anymore. It’s about embracing both, and walking confidently into a future where style feels as good as it looks.
- Location :
Delhi, India, India
