Naina Rawat | 24th July 2025
In today’s rapidly changing Indian fashion landscape, Khadi fabric is experiencing a powerful revival. Once known as the iconic cloth of India’s freedom movement—worn by freedom fighters and politicians—Khadi is now making a strong comeback on fashion runways, social media platforms like Instagram, and among college youth. This transformation hasn’t been accidental. The rising demand for sustainable fashion in India, combined with the growing influence of media and digital storytelling, is reshaping how Khadi is perceived by modern consumers. As Indian fashion shifts toward eco-conscious and ethical choices, Khadi is emerging as a symbol of both tradition and trend.
Khadi: From Freedom Fabric to Fashion Forward
Khadi holds a unique place in India’s history. Mahatma Gandhi turned it into a powerful symbol of self-reliance and resistance against British rule. People across the country spun and wore Khadi to reject imported goods and embrace a locally-made alternative. Back then, it wasn’t just fabric — it was a movement.
But post-independence, Khadi lost its everyday relevance. It became confined to national holidays, political gatherings, and dusty government stores. For decades, young Indians perceived Khadi as outdated, unfashionable, and limited in design. That perception, however, is now being challenged.
Sustainable Fashion Trends and Khadi’s Revival
With the global fashion industry embracing sustainable and ethical choices, Indian designers and consumers are also re-evaluating traditional textiles. Khadi, known for its eco-friendly production and low carbon footprint, fits perfectly into this new fashion narrative.
Modern Indian fashion labels have started using Khadi to craft not just sarees and kurtas but also jackets, dresses, skirts, and fusion wear. Designers are blending traditional handspun textures with contemporary cuts, making the fabric more appealing to younger, urban audiences. The outcome is a product that maintains its cultural depth while evolving into something stylish and wearable.
The Role of Media in Shaping Perception
One of the biggest drivers of Khadi’s image transformation is the media. Fashion magazines, films, influencer content, and social media campaigns are all helping shift the perception of Khadi from “old-fashioned” to “organic,” “ethical,” and “aesthetic.”
Instagram, in particular, has been instrumental. Influencers are posting images in Khadi outfits with minimal backgrounds, earthy tones, and hashtags like #SustainableFashion and #VocalForLocal. These visuals rebrand Khadi as “cool” — aligning it with ideas that matter to Gen Z and millennials.
A notable campaign described Khadi as “The Fabric of Freedom – Reimagined for Today.” Such messaging links India’s cultural heritage with modern lifestyle values, giving Khadi relevance beyond nostalgia.
Public Perception: Caught Between Respect and Relevance
Despite media efforts, public perception of Khadi remains mixed. While there’s growing respect for its history and values, many people — especially young consumers — still hesitate to wear it. Some perceive it as too simple or “formal.” Others are unaware of where to find trendy Khadi garments.
Interviews with college students reveal that although they admire Khadi’s legacy, few consider it a part of their daily wardrobe. This gap between appreciation and adoption highlights the need for better outreach, design innovation, and retail accessibility.
What Needs to Change: Awareness, Access, and Aesthetics
To bring Khadi into the mainstream, three things are essential:
- Improved Accessibility: Most Khadi outlets still appear outdated and uninviting. There is a need for modern retail experiences — online and offline — where young consumers can explore well-designed, affordable Khadi clothing.
- Stronger Storytelling: People don’t just buy clothes; they buy stories. Media campaigns must continue to emotionally connect Khadi with consumers, emphasizing its roots in sustainability, empowerment, and national pride.
- Educational Integration: Introducing Khadi in school and college curricula — through fashion festivals, cultural events, or awareness drives — can help normalize it as a smart, ethical choice rather than a historical relic.
Khadi is Personal: A Story Woven into the Fabric
One personal takeaway from Sarita Rawat’s research was her own transformation. Before this journey, she had never worn Khadi. But after visiting a local Khadi store, she discovered stylish, comfortable pieces that carried emotional and cultural value. Wearing Khadi became more than a fashion choice — it became an act of conscious living.
For many Indians, this shift in mindset is key. Fashion isn’t just about trends or appearances — it’s about identity, beliefs, and values. When a piece of clothing represents local artisans, sustainable production, and national pride, it becomes deeply personal.
A Fabric for the Future of Indian Fashion
Khadi is more than a remnant of the past — it’s a bridge between India’s heritage and its sustainable future. With the right blend of media representation, fashion innovation, and public engagement, Khadi can reclaim its place in the wardrobes of young Indians.
In a country that’s constantly balancing modernity with tradition, Khadi stands as a rare fabric that speaks both languages. If supported and reimagined the right way, Khadi won’t just survive — it will thrive.
Naina Rawat is a media researcher and writer with a keen interest in cultural narratives, sustainable fashion, and public perception. Her work explores how traditional Indian values intersect with modern media and lifestyle trends.
