A sartorial playbook for all chic Indians

Preface:

As a young child, I would often play a game of ‘shopkeeper at a clothing store’ and also watch as many sci-fi films as I could, Back To The Future was my favourite series. Looking back, I wonder if those were the origins of building a fashion-tech marketplace for emerging Indian labels in the present – it truly has been a long time (be)coming of The Chic Indian.

Chapter I: Built for all chic Indians

What does a Marilyn Monroe printed pop culture saree from a Kolkata label, a sharp bejeweled jacket from a Mumbai-Dubai based label, an oversized holiday straw hat and vintage pearl jewelry have in common? They fit together like a puzzle. Each idiosyncratic element, like a sculptural composition, plays its part for the sum and harmonises in a creative lightness – this is the essence of what the platform brings to the community or the circle as we call it.

Built for collectors of chic who are looking for a story behind something unseen and unheard of, The Chic Indian champions and elevates the voices of tomorrow’s designers for authentic storytelling – mindfully curating from an incredible group of labels for purpose-led purchases. Each piece is handpicked and considered for its craftsmanship, cultural resonance and bold outlook.

Ours is a dedicated space built for independent labels and designers that are redefining what Indian fashion can be - global in aesthetics, locally rooted and yet wildly inventive. We’ve built a platform focused on intentional curation, hyper-personalised styling, humanising our AI Chic Stylist for thoughtful buying and for one to get rewarded for choosing well through Access Pricing (every time), whilst eschewing endless scrolling driven by algorithms in favour of genuine discovery.

Chapter II: In 2025, fashion is future-proof

India’s sartorial story is as vast and layered as its cultural tapestry. For many emerging designers, gaining visibility in a saturated landscape remains a challenge. Enter The Chic Indian – where it isn’t just about showcasing them, it’s about starting an inspired dialogue by forging a quiet connection between an individual and what resonates with their style.

With smarter search functionalities powered by Generative AI, we reduce the noise and elevate the discovery process - making it intelligent, intuitive, joyful and more human. Because even in this digital age, fashion remains a deeply personal art and a way to express one’s worldview.

As we grow, expect bespoke styling sessions, behind-the-scenes Born in India Stories from ateliers, collaborations that celebrate India’s diverse craftsmanship and navigating cultural shifts through our lens and pen. Think of it as a rolodex of Modern Indian pret wear, vintage finds, runway-ready looks, early drops and having your own personal stylist, all at once.

One can pick from our collections directly or by asking our AI-enabled Chic Stylist to find that artisanal and artistic ensemble that’s been envisioned, seamlessly - a first for a curated platform in India.

Chapter III: Cultivating a Culture of Style

Reflecting on the journey so far, I realize this platform is about bringing together insiders that celebrate style while embracing our culture, our stories, and our wardrobe futures. With AI as an enabler, we harness innovation to amplify human creativity, making expert styling advice very accessible.

This isn’t just a launch - it’s a step towards being conscious and connected as a fashion-forward circle that’s reimagining India’s fashion narrative, one beautifully crafted piece at a time. We are indeed Back To The Future (of fashion).