A fresh wave of “It girls” has recently taken center stage in India, particularly during global Diwali celebrations, showcasing their sway in the ever-expanding luxury market. The festival of lights represents a critical juncture for retail in India, making it an opportune moment for brands to leverage celebrity culture and fashion-forward individuals to enhance their visibility and engagement.
Among these rising stars is Ananya Panday, seen front and center in Swarovski’s latest Diwali campaign, shining brightly at high-profile events such as designer Manish Malhotra’s festive gatherings in Mumbai. Alongside her, the likes of beauty entrepreneur Mira Rajput Kapoor and actress Khushi Kapoor showcased an effortless blend of glamour and cultural relevance. Tania Shroff, the stylish heiress, captured attention in London with her striking Anita Dongre outfit at the Diwali ball hosted by Condé Nast Traveller and Cartier.
This new breed of It girls is characterized not just by their style, but by the ability to resonate with a younger audience. Nonita Kalra, editor-in-chief at Tata Cliq, emphasizes that an It girl embodies the spirit of the times—reflecting a blend of current trends while looking ahead to future possibilities. Tania Shroff, who has transitioned from a social media influencer to a significant fashion presence, exemplifies this notion, demonstrating a relatable yet aspirational approach to style. Her authenticity shines through, as her personal aesthetic thrives unencumbered by overly commercialized branding.
The definition of an It girl has evolved significantly since its inception in the 1920s with cinema star Clara Bow setting the standard. Today, Bollywood remains the primary source for such icons in India, with Ananya Panday being touted as the most emblematic figure of her generation. Her recent roles, especially in projects that draw cultural parallels to Western phenomena, enhance her visibility both in traditional media and on social platforms. The Chanel front row experience during Paris Fashion Week exemplifies her influence, where a recent analysis revealed her social media impact drove estimates of over $7 million in media value for Swarovski within just one year.
Khushi Kapoor has similarly carved out a niche, successfully collaborating with luxury brands such as Christian Dior and YSL Beauty. Notably, her fashion sense has garnered public admiration, establishing her as a role model in the realm of contemporary fashion. Her proximity to a historically significant film family, alongside her cousin Sonam Kapoor Ahuja, naturally amplifies her presence in the community of style icons.
A distinctive element of these millennials and Gen-Z It girls is that they are increasingly discerning about the partnerships they engage in. They focus on collaborations that allow for creative freedom, typically opting for brands that align with their personal aesthetic. Shroff’s relationship with Harrods highlights this trend; her work feels organic rather than transactional, presenting a model for brands seeking to partner with influencers.
Interestingly, the landscape for It girls has expanded beyond just actresses to include socialites and influencers. Consider figures like Komal Pandey, who has amassed a significant following on social media. Her rise signifies a cultural shift where financial independence and self-made success stories resonate strongly with young audiences in India. This evolution presents opportunities for brands to connect with consumers craving relatable yet aspirational figures.
The importance of substance alongside the allure of glamour has become paramount in recent years. As industry voices suggest, possessing a distinctive talent or successful track record is crucial. This added authenticity enhances the impact an It girl can have in endorsing a brand and fostering genuine consumer connections. As beauty entrepreneur Mira Rajput Kapoor points out, the title of “It girl” is primarily bestowed by external admiration; they cannot self-identify without public endorsement.
The elite male counterparts in this evolving narrative are equally compelling. Figures like musician Diljit Dosanjh and hereditary royals such as Sawai Padmanabh Singh are carving out spaces for themselves as fashion-forward influencers. Dosanjh’s rise, particularly as a cultural icon for the Punjabi diaspora, showcases his ability to connect traditional aesthetics with contemporary fashion narratives, further drawing brands interested in tapping into diverse market segments.
In this complex milieu of fashion and celebrity, brands have to adapt intelligently. The era of choosing partners merely based on name recognition is fading. Instead, collaborations that respect each personality’s individuality and style can yield richer, more meaningful engagements. Industry leaders suggest that brands must work to create tailored strategies involving co-branding efforts rather than simply using these figures as marketing props.
Ultimately, the new It girls and boys reflect not just the changing face of luxury fashion in India, but also a deeper cultural evolution. They resonate with themes of authenticity, empowerment, and a nuanced understanding of luxury that aligns with contemporary values, all while appealing to a market that is set to triple its spending on luxury goods by 2030. As brands look to navigate this landscape, embracing a collaborative and respectful approach will be vital in establishing lasting relationships with this new class of influencers.
