Author(s): Seema Singh and Smriti Daani

Abstract:
The present apparel fashion sense of Indian youth has under gone with significant change in recent years. With the arrival and rise in social media Indian youth has discovered themselves by adopting wider range of fashion trends and brought a preferable change in traditional fashion style. This paper is carried out with inclusive analyses, purposively to understand the role of media (online and offline) in upgrading apparel fashion and changing fashion trends and choice among college girls. The study is carried out with qualitative research methodology focus on changing fashion trends in Indian youth with the effect of fashion influencers. And analyses the challenges of social media in fashion consumption and maintaining the cultural traditional system.

DOI: https://doi.org/10.22271/23957476.2024.v10.i2f.1652