Why Top Luxury Brands Are Turning to Indian Craftsmanship in 2025

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Indian inspiration in global fashion has become a fascinating paradox in recent years. Fashion houses dip into India’s rich cultural heritage for inspiration while simultaneously failing to give proper credit. We’ve seen this pattern repeat itself with increasing frequency as luxury brands turn to Indian craftsmanship for their collections.

Interestingly, Louis Vuitton’s Spring/Summer 2026 menswear show embraced Indian elements extensively, featuring a Snakes & Ladders runway (a game invented in India in the 2nd century) and an A.R. Rahman soundtrack . Meanwhile, Prada incorporated Kolhapuri chappals — traditional Indian footwear that received a Geographical Indication tag in 2019 — into their designs without acknowledging the source. These handcrafted shoes, made from sun-dried buffalo hide and shaped entirely by hand, can take up to two weeks to create a single pair .

In this article, we’ll explore why Indian craftsmanship, with its rich heritage of textiles, jewelry, and decorative arts, has become a source of inspiration for international luxury brands , and examine how these brands are both celebrating and sometimes appropriating these cultural elements in their quest for authenticity and storytelling.

The Rise of Indian Craftsmanship in Global Fashion

Image Source: WWD

“Indian craft has long been synonymous with intricate textiles and surface embellishments, but its narrative deserves a broader lens. At Perona, we believe craftsmanship extends beyond the surface — it’s embedded in the very fabric of our manufacturing philosophy.” — Shruti Mangla, Co-Founder and Creative Director at Perona

Traditional Indian artistry has evolved from a hidden force to a powerful influence in today’s luxury fashion landscape. Fashion houses increasingly recognize the unparalleled value of Indian craftsmanship, incorporating age-old techniques into their high-end collections [[1]](https://www.researchgate.net/publication/389905789_The_Intersection_of_Indian_Craftsmanship_and_Global_Luxury). This shift represents more than just esthetic appreciation — it marks a fundamental change in how global luxury brands approach design, sourcing, and storytelling.

How Indian Textiles and Craftsmanship are Influencing International Brands

For centuries, Indian textiles have captivated international markets with their exceptional quality and artistry. French royalty during Louis XIV’s reign so adored Indian fabrics that the government banned their import in 1686 to protect domestic textile industries [2].

Today, this historical fascination continues as international designers incorporate traditional Indian techniques into contemporary collections.

Leading luxury houses like Dior, Gucci, and Chanel rely extensively on Indian craftsmanship for their most elaborate creations [2]. Dior’s Autumn/Winter 2023 collection, showcased at Mumbai’s Gateway of India, featured 25 different Indian embroidery techniques including phulkari, kanta, and mirror work [2]. Similarly, Christian Louboutin has established meaningful partnerships with Chennai-based atelier Vastrakala to bring traditional Indian embroidery to luxury footwear [1].

The scope of Indian influence extends beyond embroidery. Global designers incorporate techniques such as zardozi (metallic threadwork), bandhani (tie-dye), block printing, and intricate weaving into their collections [3]. These collaborations have created a bridge between Indian artistic heritage and contemporary global fashion, with luxury brands often working directly with specialist ateliers rather than anonymous factories [2].

The Growing Demand For Authenticity And Story Telling In Luxury Design

In an era dominated by mass production, consumers increasingly seek products with genuine heritage and narrative depth. Consequently, handcrafted Indian textiles perfectly align with the growing demand for authenticity in luxury markets [4]. As one industry expert notes, “Today’s consumers are not just buying products — they’re buying stories, heritage, and sustainable value” [4].

The storytelling aspect of crafted objects has become central to their value proposition. According to research, “the storytelling of tangible and intangible aspects of a crafted object is what crafts are about in today’s western societies” [5]. This narrative element explains why consumers are willing to pay premium prices for handcrafted items — they’re purchasing not just an object but its embedded cultural history.

Importantly, sustainability concerns further drive this trend. Handmade Indian crafts offer environmentally responsible alternatives to factory production, using locally sourced materials and eco-friendly techniques [4]. For luxury brands committed to reducing their carbon footprint, partnerships with Indian artisans represent both ethical sourcing and authentic storytelling opportunities.

The collaboration between Karishma Swali, founder of Chanakya School of Craft, and Dior’s Creative Director exemplifies this approach. Their three-decade relationship has produced collections that not only showcase exceptional craftsmanship but also preserve cultural heritage through respectful collaboration [2]. These partnerships ensure traditional techniques are passed to future generations, providing sustainable economic development by offering artisans fair compensation and international recognition [1].

Through these meaningful collaborations, Indian craftsmanship has transcended its role as merely a production resource to become a valued creative partner in global luxury. The resulting products stand out precisely because they blend tradition with innovation, creating pieces that are simultaneously rooted in history and relevant to contemporary fashion [1].

Culture as KPI — Why Heritage sells

Heritage has emerged as a measurable performance indicator for luxury brands seeking authentic storytelling elements. In an industry where perception drives value, cultural elements and traditional craft techniques have become powerful selling points that resonate with discerning consumers.

Indian Street Style As Source Of Inspiration

Indian street fashion offers luxury brands a vibrant canvas of cultural fusion. Unlike Western streetwear, Indian street style naturally incorporates geographic, architectural, and cultural elements specific to its urban environments. As one fashion consultant notes, “Street style has to be a natural extension of a particular place. We can’t compare India to America, or Mumbai local trains to the New York Subway.”

Today’s youth creatively blend heritage pieces with contemporary styles — pairing mother’s old sarees with biker boots or styling traditional juttis with ripped jeans. This effortless blend represents more than esthetics; it’s a cultural statement acknowledging roots while embracing innovation.

The appeal of handmade and sustainable craftsmanship angle

In today’s market, the story behind a product carries immense value. Indeed, research shows 61% of luxury consumers cite craftsmanship and heritage as primary factors influencing their purchasing decisions [6]. This attraction to authenticity explains why global handicraft markets are projected to grow 11.8% annually through 2032 [7].

Handmade products offer uniqueness and personality that mass-produced items cannot match. Each piece tells a story of tradition, skill, and cultural connection. As global maisons trace their steps back to India for inspiration, Maryadha ensures they walk hand-in-hand with its true artisans. Discover the elegance of sourcing at its origin.

Why Credit Matters In Cultural Fashion

Image Source: Fashion Network

Proper attribution represents the crucial difference between appreciation and appropriation. Fashion has historically mined underrepresented craftwork, adopting techniques without acknowledgment. As one designer explains, “We need to celebrate artisans doing this traditional work so they can create a living for themselves and continue preserving their craft” [8].

The younger generation particularly recognizes the importance of crediting cultural sources. They understand that appropriation without collaboration perpetuates historical inequities. Essentially, as one expert notes, “You can’t take inspiration from a group of people and not involve them in any way” [8].

When designers collaborate directly with artisans — like Dior’s partnership with Mumbai’s Chanakya School of Craft — they create authentic cultural exchange that benefits both parties and preserves traditional skills for future generations.

Louis Vuitton’s India Inspired Collection, A Case Study

Image Source: Elle India

Indian manufacturing is often recognized for its cost efficiency, but what truly sets it apart is the intuitive artistry and deep-rooted skill of our craftspeople.

Pharrell Williams’ Spring 2026 menswear collection for Louis Vuitton stands as a masterclass in cultural collaboration. The brand’s approach offers valuable lessons in how luxury houses can celebrate heritage through meaningful partnerships instead of mere appropriation.

Pharrell Williams and 2026 Runway vision

In March 2025, Williams spent seven days exploring Delhi, Mumbai, and Jodhpur, immersing himself in India’s esthetic landscape [9]. His vision transcended surface-level inspiration: “What inspired us about India were the colors. You’ll see turmeric in the line. You’ll see cinnamon. You’ll see ‘coffee indigo’ denim,” Williams explained [10]. This research-driven approach reflected his philosophy as a “global citizen” who gives “reverence to a place that’s inspired me” [9].

Collaborating with Indian Artisans and Designers

Image Source: India Today

Crucially, LV partnered directly with Indian creatives. Acclaimed architect Bijoy Jain of Studio Mumbai designed the runway — a magnificent hand-painted Snakes and Ladders board that honored the game’s Indian origins [11]. Additionally, Oscar-winner A.R. Rahman collaborated with Williams on “Yaara Punjabi,” the show’s soundtrack that blended Punjabi lyrics with gospel elements [12].

How LV celebrated While Prada Didn’t

Unlike Prada’s approach with Kolhapuri chappals (marketed without acknowledgment of their Indian heritage), Louis Vuitton openly celebrated India as the collection’s muse [10]. Moreover, LV incorporated Indian models and employed Indian talent behind the scenes, creating an authentic cultural dialog [13].

The collection itself reflected this respectful approach — featuring cricket-themed striped ties, embellished trunks inspired by maharajas, and leather flip-flops that nodded to traditional Indian footwear [14]. Even the colors told a story, with earth tones and spice-inspired hues creating a palette that honored Indian landscapes [15].

Ultimately, LV’s success hinged on context and storytelling. As Williams noted, “Storytelling provides context, and when you provide context, it makes it easier for people to understand what your true intentions are” [10]. This transparency transformed what could have been appropriation into appreciation — a distinction increasingly important as India’s $17 billion luxury market continues to grow [16].

The Future of Global Luxury Lies in Authentic Collaboration

Traditional Indian craftsmanship stands at a pivotal moment in luxury fashion history. Throughout this exploration, we’ve seen how centuries-old techniques now influence runways from Paris to Milan, creating a fascinating intersection of heritage and innovation.

Luxury brands face a clear choice moving forward. They can either embrace meaningful partnerships that honor cultural origins or continue down the path of unacknowledged borrowing. Louis Vuitton demonstrates the former approach excellently, working directly with Indian creatives while celebrating the source of their inspiration. Conversely, Prada’s handling of Kolhapuri chappals shows what happens when brands take without giving proper credit.

This distinction matters profoundly. Consumers increasingly demand authenticity and ethical practices from luxury brands. According to industry research, stories behind products now drive purchasing decisions almost as much as the products themselves. Handcrafted items with cultural significance satisfy this craving for meaning while offering sustainable alternatives to mass production.

The growth of Indian influence also reflects broader shifts in global power dynamics. Western luxury houses no longer simply dictate trends to the world; instead, they draw inspiration from diverse cultural traditions, particularly India’s rich artistic heritage. This exchange creates opportunities for traditional craftspeople to gain international recognition while preserving techniques that might otherwise disappear.

Looking ahead, successful luxury brands will likely build genuine relationships with artisan communities rather than treating them as anonymous suppliers. Brands that prioritize cultural respect alongside esthetic appreciation will connect more deeply with consumers who value both beauty and ethics.

True luxury transcends mere possession. Ultimately, the most valuable aspects of Indian craftsmanship — its stories, techniques refined over generations, and cultural significance — cannot be appropriated without collaboration. When global brands recognize this reality and embrace authentic partnerships, everyone benefits: artisans gain sustainable livelihoods, brands create truly distinctive products, and consumers receive items with genuine heritage and meaning.