South Asian men are utilising fashion to merge identities.
Bollywood has long been a trendsetter in style.
However, today, its male celebrities are reshaping menswear.
Their fashion choices are daring, deeply rooted in tradition, yet willing to defy conventions. And this trend is gaining traction worldwide.
This movement transcends clothing. It embodies cultural influence. It signifies visibility. And it allows men to express their identities in bold, unapologetic manners.
Menswear from Bollywood is rewriting the fashion narrative.
Male fashion in Bollywood no longer plays a supporting role.
It has taken centre stage. And it is high time the world acknowledged this, with recognition, not just imitation.
From Screens to Streets
The leading men of Bollywood are breaking free from traditional suits.
Stars such as Ranveer Singh, Vicky Kaushal, and Ayushmann Khurrana are celebrated for pushing fashion boundaries.
Ranveer is audacious. He effortlessly wears florals, silk dhotis, and velvet jackets. His outfits frequently trend online, and fans dub him “India’s answer to Harry Styles.”
Ayushmann blends the old with the new. At a recent awards ceremony, he showcased a kurta-jacket hybrid designed by Shantnu & Nikhil, complemented by loafers and a brooch. It was a modern take on royalty.
Shah Rukh Khan embraces classic styles. His timeless bandhgalas and black sherwanis remind admirers that elegance is always in vogue.
Each star contributes a unique perspective. Collectively, they are broadening the definition of masculine fashion, both on-screen and off.
British Asian Men Are Remixing the Script
In the UK, South Asian men are utilising fashion to merge identities. British and Desi. Streetwear and tradition.
For many, this blend represents their heritage, woven into their daily lives.
In Birmingham, it’s not unusual to see a kameez layered over joggers.
In Manchester, hoodies paired with Nehru jackets are now trendy, rather than mismatched. This is cultural pride made fashionable.
Social media plays a pivotal role in this evolution.
Influencers like Maninder Sachdeva and Ramzan Miah share daily outfits that fuse British essentials with desi elements. Their influence is reshaping perceptions of style.
Cultural Influence or Cultural Theft?
However, with increasing popularity comes the issue of appropriation.
Major global brands frequently adopt desi styles without providing context, acknowledgement, or fair compensation.
Echoing this sentiment is Shanti Amalanathan, a luxury retail expert:
“Luxury fashion brands have long appropriated native designs and don’t really understand the historical and cultural meaning of the designs, or their significance and values to the cultural communities.”
That statement resonates profoundly. Numerous South Asian creatives have been at the forefront of these styles for many years.
Yet recognition, financial rewards, and visibility often go to others.
Designs such as mirror work, paisley, or bandhgalas are often categorised as “boho” or “ethnic” on Western runways.
The authentic cultural origins are completely overlooked.
Representation in Fashion Houses
Things are gradually evolving. Alia Bhatt’s appointment as a Gucci ambassador marked a significant milestone for Bollywood.
However, the industry must push for more progress, especially for South Asian men.
Despite growing global influence, few Indian male celebrities or designers are seen leading major collaborations or campaigns in the West.
Asian male stars from Korea and Thailand are increasingly visible as brand ambassadors for luxury houses, boosting engagement and global appeal.
Yet, South Asian men remain notably underrepresented in these roles.
There is a strong demand for diversity, particularly among younger consumers. Representation should go beyond marketing.
It must include genuine partnerships, creative input, and fair compensation for South Asian talent.
British fashion brands have the potential to take the lead.
By working directly with South Asian creatives, they could celebrate cultural heritage, rather than just commodifying it for trends or profit.
Fashion weeks now spotlight Asian celebrities, but South Asian men are rarely given front-row seats or campaign features.
Industry gatekeepers must address this gap to truly reflect today’s fashion landscape.
Mentorship programmes and design incubators could help nurture new South Asian talent.
Supporting emerging designers will diversify creative voices and foster innovation in the industry.
True progress means seeing South Asian men as designers, models, and creative directors, not just as cultural references.
Their leadership will help redefine what global menswear can be.
With intentional action, fashion houses can move from tokenism to meaningful inclusion. This shift will benefit brands, creatives, and audiences alike, making fashion richer and more representative.
Menswear Through a Political Lens
Fashion has turned into a subtle form of rebellion, especially in a nation where non-Western styles have often been marginalised or seen as ‘foreign’.
Research conducted among the South Asian community in Glasgow shows that clothing choices are closely linked to how people shape their identities, build communities, and mix cultures.
Many individuals switch between Western and South Asian clothing, occasionally merging both to form a hybrid style that showcases their diverse identities.
For instance, participants mentioned that they typically wear South Asian outfits for family or community gatherings, while feeling the need to wear Western clothes in mixed or public situations.
How Western Men Can Show Support
Western men can adopt styles inspired by Bollywood, showing respect for various fashion traditions.
Wearing these styles with respect helps to normalise them and expands the idea of masculine fashion.
Support South Asian designers and brands by buying directly from them.
This guarantees fair pay and helps to elevate genuine voices in the fashion world.
Learn about the cultural importance of the styles you choose to wear.
Steer clear of using sacred or ceremonial clothing, and always acknowledge where your inspiration comes from.
Take part in discussions about representation and diversity in fashion.
Use your platform, no matter how small, to push for more inclusive practices in the industry.
Work together with South Asian creatives on events, campaigns, or social media initiatives.
Genuine collaboration builds mutual respect and leads to lasting change in the fashion industry.
What’s Next?
The Indian menswear market grew over 10% in 2023, reflecting a cultural shift.
Bollywood and diaspora communities are reshaping how masculinity and identity are expressed through fashion.
This momentum is more than a trend. It signals a fundamental change in global style narratives and the way men embrace tradition and boldness.
The fashion industry must respond beyond surface-level adoption.
Genuine platforms are needed to uplift Indian and British Asian voices with respect and fair collaboration.
Bollywood-inspired menswear challenges outdated ideas of masculinity.
British South Asian men lead this change, shaping fashion one bold outfit at a time.
Their creativity rewrites the rules, showing identity and style are deeply connected and constantly evolving.
This movement invites the global fashion community to celebrate diversity in its richest form, moving toward a more inclusive and culturally aware future.
Fashion is becoming a powerful tool for social change, breaking barriers and encouraging conversations about identity and acceptance.
Brands that invest in authentic representation will not only gain respect but also foster innovation and creativity in menswear.
Collaboration between Western and South Asian designers can create exciting hybrid styles that appeal to a global audience.
Ultimately, this shift redefines masculinity, making it more fluid, expressive, and inclusive than ever before.
By embracing this change, every man can feel empowered to express his unique story through what he wears without the judgment of others.
The future of menswear is vibrant, diverse, and driven by voices that were once overlooked. It’s a moment to celebrate and support.
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