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Colors are synonymous with Diwali, the festival of lights. And it should be, as the festival’s main point, to portray the victory of light over darkness. People celebrate this with vibrant and colorful decorations, lights, and festive clothing. The festive spirit is seen in their traditional attire, representing their heritage and rich culture. This is also why we see a shopping spree days before Diwali, and it is part of the tradition, as the festival also celebrates new beginnings that are accurately represented by purchasing new clothes.
People are always looking out for new and upcoming fashion trends, and brands looking out to promote their products must look at influencers as something other than merely facilitators but as style ambassadors for Diwali fashion that their audience will follow.
The Role of Influencers
Influencers have proven to be more effective in promoting products for brands. In this digital era, consumers are highly active on social media platforms, where they regularly consume content from said influencers. Prior to the digital era, the sources of new trendy ideas for Diwali fashion came from mass media, such as television ads, newspaper articles, etc., where celebrities were used to promote the new ideas a brand had to offer. This media form is less consumed nowadays, and social media is where audiences turn to. 80% of Diwali shoppers use social media for all their shopping needs. (Source)
Influencers have an innate ability to captivate their followers with their fashion sense and style. The last two years have seen a staggering increase in influencer collaborations with brands, as it has increased to 21% during Diwali. By incorporating influencers into their Diwali campaigns, fashion brands can showcase their latest collections in a more relatable and aspirational manner. It’s the perfect win-win situation – influencers get to share their Diwali fashion, while brands get exposure to a larger audience and drive sales.
Influencers have now proven to be the trendsetters. They manage to sell whatever they wish in a homely and relatable manner, something that is more appealing to today’s audience. People wish to follow trends and look they know they can achieve, au contraire to a glorified and overly beautified version that is usually portrayed in advertisements. Combining this with online challenges and trends that people would like to keep up with and participate in, the impact that influencers have on Diwali shopping is extraordinary.
Traditional Diwali Wear
Tradition is the cornerstone of Diwali fashion. While looking to promote themselves this festive season, fashion brands must keep tradition in mind, even if their clothes are not traditional. It must invoke a traditional spirit. Brands that specialize or wish to showcase their traditional clothes must do it by the fashion sense of the influencers they work with.
Kurtas are the go-to option for the average Indian consumer to pull off an easy yet elegant festive look. They are in high demand during Diwali shopping. And this explains the numerous discounts on such attire. Keeping this in mind, brands must understand that people often find traditional attire rather cumbersome.
Therefore, collaborating with influencers who teach how to wear such attire will help immensely. Moreover, traditional wear differs among regions. While in North India, people wear more kurtas, sarees, and dhotis are widely worn in the South. These differences must be kept in mind by brands.
Indo-western outfits are another excellent option for Diwali. You can blend traditional elements like embroidery and mirror work with Western cuts to create a chic and edgy outfit. Throw in some statement accessories to complete your look.
Diwali fashion goes beyond the outfit; it’s about the accessories that complete the look. Bold jewelry, oversized earrings, or chunky necklaces, add elegance and grandeur to any outfit. The key is to keep other accessories minimal, allowing the statement piece to shine.
Diwali campaigns by fashion brands must also prioritize accessories for Diwali shopping, as it is something people are always on the lookout for. While collaborating with influencers, brands should make sure that their attire is always complimented with dazzling and elegant accessories that match their fit. Brands can highlight the type of accessories they specialize in. For example, juttis and wedges go very well as footwear for traditional attire.
They can even promote their footwear as easy to wear and comfortable, as Diwali requires people to constantly remove and put on their footwear while visiting temples and others’ houses. Moreover, sarees and other traditional clothing require comfortable footwear, where people are not susceptible to tripping over it. Makeup is also an essential aspect of Diwali fashion, as audiences look for makeup that lasts long and does not smudge easily.
People have become more mindful of the environment during Diwali, and this concern has also traveled to the clothes people wear. Sustainable Diwali fashion is starting to become more consumed, as it is eco-friendly and reduces carbon footprint. Sustainable fashion does not stop at care for the environment, but also for the artisans that make clothing. Diwali shopping can be the best time to promote your clothes that have been crafted with local artisans. Charitable efforts can also be showcased with the help of influencers.
Handloom and handcrafted outfits not only showcase the heritage of our country, but they are also sustainable as they use natural fabrics that are dyed with natural colors. Upcycling and recycling old outfits not only saves clothes from ending up in landfills but also gives them a new lease on life.
Let’s take a step towards a greener and more mindful Diwali celebration by consciously choosing sustainable fashion for our wardrobe this season.
Diwali Fashion Trends for Men
Men, too, can capitalize on Diwali fashion and look their best this festive season. As aforementioned, they can work on experimenting with their attire and adding a modern version to their traditional outfit. Jeans and kurtas are always a good match and can also help the brand showcase its variety of clothing options. Nehru jackets are also back in the trend, which has the advantage of adding vibrant colors to one’s outfit.
Tailored suits are a symbol of luxury and peak style. They are a part of a range of outfits that have come back in style. Retro or classical wear for men has gained more popularity, and brands can capitalize on this trend by working with influencers who showcase their outfits in a classical or retro manner through video effects and old music.
Ethnic accessories also play a significant role in men’s Diwali outfits. Classic-looking belts and footwear can make a traditional outfit look whole.
Diwali Campaigns by Fashion Brands x Kofluence
The primary goal of our campaign was to create awareness about Rivaah by Tanishq’s #RomanceOfPolki collection.
Tanishq’s #RomanceOfPolki campaign strategically highlighted the versatility of Polki jewelry for weddings. Spotlighting the latest collection aimed to drive store visits, coupled with a clear call to action. Tying the campaign to summer weddings added a timely touch for the audience. #RomanceOfPolki
Influencer marketing has historically proved to be the most effective form of marketing during the festive season. Their power to revolutionise Diwali fashion is noteworthy by creating trends for their audiences which they portray in a highly artistic manner.
With the future of influencer marketing being as bright as Diwali itself, there is no stopping these influencers and their creativity that translates into trends on social media platforms. Brands, having a whiff of what’s cooking on social media, have hopped on and have made influencer marketing their primary place for promotion to amplify their Diwali shopping.
If you found this blog to be helpful browse through our website for other blogs on similar topics or get in touch with us for your next influencer marketing campaign! Download the Kofluence app and find relevant campaigns catering to your target audience! To opt-in, download the Kofluence app here: iOS users, and Android users.