Fri Apr 03 04:43:22 UTC 2026: # “India Modern” Fashion Movement Gains Momentum as Designer Tarun Tahiliani Launches OTT Label

The Story:

Indian couturier Tarun Tahiliani has launched his luxury prêt label, OTT (“India Modern”), aimed at bridging the gap between traditional “ethnic” fashion and Western styles in India. The launch includes a new store at Phoenix Mall of Asia in Bengaluru, featuring the Spring Summer 2026 collection. Tahiliani seeks to create versatile “India modern” separates that can be styled in multiple ways, addressing what he sees as a lack of brands catering to young women seeking a blend of Indian and Western aesthetics. He emphasizes the importance of preserving Indian draping techniques and textile knowledge, which he believes are being diluted by social media trends and mass-produced copies.

Key Points:

  • Tarun Tahiliani launched his OTT (“India Modern”) label in Bengaluru.
  • The Spring Summer 2026 collection focuses on movement, texture, and ease, featuring cocktail saris, overlays, casual bottoms, and dresses.
  • Draping is a key structural technique in the collection, inspired by traditional Indian styles.
  • Tahiliani aims to provide a “new way of dressing” that combines Indian and Western elements.
  • He critiques the loss of textile knowledge and quality due to social media influence.
  • Bengaluru is seen as a “global Indian” city with a strong sense of style.

Key Takeaways:

  • The launch of OTT reflects a growing demand for versatile clothing that blends Indian and Western aesthetics.
  • Tarun Tahiliani is attempting to revive and modernize traditional Indian draping techniques.
  • The brand addresses concerns about the impact of social media on fashion quality and cultural knowledge.
  • Bengaluru is emerging as a key market for “India modern” fashion.

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