From cottagecore to cyberpunk, India's alternative fashion and beauty scene is having a moment. Here's what's driving it.
India's creative underground has always existed — in the lanes of Hauz Khas, in Bandra boutiques, in the DMs of stylists who built followings before platforms even existed for them. But something shifted in the last three years.
The alt aesthetic — that loosely-held coalition of subcultures that includes dark academia, goth, Y2K revival, cottagecore, cyberpunk, and everything in between — is no longer a fringe interest. It's becoming a defining aesthetic for a generation of Indians who grew up online and are now building their identities in physical space.
At alt.style, we're here to connect these people with the creatives who can bring these visions to life. This is our moment.