Archive · 2 Oct 2026
Why India’s Young Brands Need More Than Fashion Weeks
Young brands often use fashion events and pop-ups to show people their work.
These events can help brands become visible and commercially successful.
But they usually have a strong theme or a particular way of presenting things.
That can make it harder for a quieter or newer design voice to be noticed clearly.
Indrajit De, who co-founded the label Mouli, says finding talent is only the first step.
After that, brands may have to figure out growth by themselves.
He believes they need continuing support and understanding.
This would give them time to develop their own identity.
Emerging Indian brands may need more than visibility through fashion weeks, pop-ups and exhibitions.
Many pop-ups and exhibitions are organized around defined themes or strong curatorial viewpoints.
Indrajit De says these formats can sometimes overshadow newer or more subtle design voices.
After emerging talent is identified, brands may be expected to manage their next stage largely alone.
The ecosystem needs more opportunities for brands to be introduced, understood, supported and developed over time.
- Who
- Emerging Indian brands and Indrajit De, co-founder of the label Mouli.
- What
- A call for stronger, longer-term support for young brands beyond fashion weeks, pop-ups and exhibitions.
- Where
- India; Indrajit De is based in Jaipur.
- Why
- Because visibility events may not give emerging brands enough room to express themselves or enough support after they are discovered.
More sustained support
Existing event formats
Role of pop-ups and exhibitions
More sustained support
These formats should be supplemented with continuing opportunities for brands to be introduced, understood and supported.
Existing event formats
Pop-ups and exhibitions can be commercially successful and provide important visibility for emerging brands.
Effect on subtle design voices
More sustained support
Strong themes or curatorial viewpoints can overpower newer or more understated design voices.
Existing event formats
A defined theme or curatorial approach gives events structure and can help make them commercially effective.
Support after discovery
More sustained support
Brands need help and space to evolve after their emerging talent has been identified.
Existing event formats
The current ecosystem may leave brands to navigate the next stage largely on their own.
- Featured speaker
- Indrajit De
- Label
- Mouli
- Label location
- Jaipur
- Current opportunities
- Fashion weeks, pop-ups and exhibitions
- Challenge
- New or subtle design voices can be overshadowed by strong event themes or curatorial viewpoints.
- Proposed support
- More opportunities to introduce, understand, support and develop emerging brands over time.