For decades, Indian ethnic wear has been synonymous with occasions—festivals, weddings and family celebrations. But for Gen Z, fashion rules are being rewritten. Recognising this shift, BIBA has launched Biba NXT, a contemporary fashion line designed for younger consumers who view Indian wear not as an event-driven purchase but as an everyday style statement.
Speaking to IMPACT, Ekta Dutta, Head of Marketing, BIBA explains that the move was driven by a fundamental change in how younger consumers engage with fashion. “It’s no longer about dressing up only for occasions,” she says. “They don’t want to be told how to wear Indian fashion. Gen Z wants Indian wear to be part of everyday life, and the freedom to style it their own way.”
Watch the full interview here:
Unlike traditional ethnic wear shoppers, younger consumers are embracing experimentation. They mix Indian skirts with T-shirts, pair ethnic tops with jeans and create outfits that reflect their individuality. Biba NXT is built around this behaviour, combining contemporary silhouettes with distinctly Indian fabrics, prints and craftsmanship.
Discussing the brand’s marketing approach, Dutta says authenticity is the key to winning over younger audiences. Instead of highly stylised advertising, the brand has shifted its focus to relatable moments—from college campuses and coffee dates to music festivals and social gatherings. “The content has to feel real and culturally relevant. It cannot feel staged,” she explains.
Yet, despite its modern aesthetic, Biba NXT remains firmly rooted in the values that made BIBA a household name. Dutta is clear that the brand’s Indian identity remains central to its appeal. “The Indian-ness will stay,” she says, noting that younger consumers may seek new silhouettes but they continue to value cultural connection and heritage. As fashion consumption becomes increasingly fluid and self-expressive, BIBA is positioning itself for a future where Indian wear is no longer reserved for special occasions but is an integral part of everyday style.
