When fashion finds its voice through storytelling

Clothes mean nothing until someone lives in them,” said Marc Jacobs. This sentiment has now been put to practice, stipulating an evident inclination for storytelling in fashion. Gone are the days when we saw, desired, and dreamed of looks seen only on runway models. Today, fashion spills beyond the ramps and lives in narratives. What was earlier defined by trends is now leaning into emotional resonance. Brand campaigns and fashion films are noticeably signalling the evolution of storytelling in fashion.

Karl Lagerfeld revived Chanel. Tom Ford made Gucci sexy again. Demna coded chaos as couture. India claimed its place in global style. And fashion, once again, found its voice through storytelling—a narrative we hope never ends.

NARRATIVE TAKES CENTRE STAGE

For me, it all began with the tomato that found its way into Loewe’s pantry—a clutch curated out of a meme is a perfect instance of relatability being fashion’s next muse. But that was for Gen Z to recognise the shift. Brands, on the other hand, have a long-standing rapport with fashion films. If it weren’t for films like Funny Face (1957), the one where we fall in love with Audrey Hepburn over and over again, and brand films like Versace’s South Beach Stories (1973) or Fiorucci’s Swordfish campaign in the late 1970s and early ’80s, narrative-driven luxury wouldn’t have surfaced again and again in fashion.

Storytelling may not be a new phenomenon, but it has certainly hooked us all in the conversation. Take Simon Porte Jacquemus’ fashion films into account—be it the massive illustrations of the bambino bags strolling through the streets of Paris, Kendall Jenner’s ‘Sultry Santa’ Christmas in 2023, or the Winter Retreat campaign released in 2024 that explores the warmth of knitwear, but with models’ understated sensuality. All of them underscore that spectacle is making room for substance.

In-depth narratives are weaving collections and dictating aesthetics today. “Storytelling is key in taking a brand, which may have great aesthetics, to a new level because of the potential emotional connection with the story they tell,” says celebrity stylist and creative director Akshay Tyagi. Barring the trend cycles, it is the brand’s story that’s coming into motion through visually appealing imagery or cinematic visions. Concurring the thought, Palak Shah, CEO and founder of Ekaya Banaras, adds, “Storytelling is more about the brand’s belief system, what the brand stands for, what it believes in, and what it follows, rather than just building a concept around a campaign. It adds depth to the brand’s identity and creates a stronger connection. It’s not just picking up a new concept and running with it, but grounding everything in the brand’s core values.”

THE FLAIR OF FASHION FILMS

First the intrigue, then the fixation, and finally, the unexpected moment of relatability. It’s the very process by which fashion films keep us hooked. Take Balenciaga, for instance—absent from our feeds for months, only to resurface with an unconventional plot that sparks conversation long after the imagery fades. It’s this cycle that fuels curiosity. Joining the conversation is Indian fashion, which is now embracing fashion films as a powerful medium to build emotional resonance and relatability. Brands like Eka leans into travelogues, Raw Mango scripts a wedding into a collection, and Torani takes the whole of India’s culture as muse. Storytelling is not just a passing trend; instead, “it’s the heart of the brand,” believes Aneeth Arora, founder and designer of péro.

Style doesn’t always need a billboard, it can start and end with the wearer. What was earlier made to sell is now curated to relate. Arora agrees, “In today’s fashion landscape, audiences are seeking meaning, authenticity, and emotional connection, not just visual spectacle. Rather than racing through seasonal shifts, we choose a slower, more thoughtful approach, engaging the wearer and inviting them into an interactive storytelling experience.” And as they say, credit needs to be given where it’s due—the cultural recognition and the digital advent are responsible for this rapid reach and swift connection.

THE PLOT TWIST

The term “culture” goes effortlessly with fashion, especially when the aim is to connect with the wearer. From preserving the heritage to playing with it, fashion has travelled far and wide. The rise of such provocative campaigns isn’t just about aesthetics, it’s about making the consumer feel something beyond the product. Take Bode’s latest campaign, The Expressionist, for example. While we wrestle over AI pushback, Bode’s mini doll collection steers clear of the traditional lookbook—shot in the style of intimate portraits and archival memory. It celebrates the tactile, the personal, and the imperfect, and insists on the kind of storytelling that can only be born from lived histories woven by human hands.

It’s a sentiment that finds its strongest echo in India. Homegrown designers live and breathe our culture today. Films and campaigns are curated keeping the Indian heritage in mind, and how can one not? Years of history, architecture, and threads all weaved together in one is how designers narrate the tale of fashion today, and Karan Torani’s musings are a case in point. “The idea is never to look at culture as a monolith, but as a living, breathing dialogue—where every thread of knowledge can shape how we tell a story through cloth. How else do you tell the story of a country that speaks 121 languages, 270+ diverse mother tongues, 2000+ ethnicities, 28 states, and almost 50-plus festivals? Fashion needs to marry all of this and more for the consumer to take back home,” states Karan Torani, founder and creative director of Torani.

DIGITAL DIRECTION

While culture gives motive, the digital world gives the means. As Aneeth puts it, “Digital platforms have become modernday storybooks for fashion.” Turning the pages of this book is how we emotionally resonate with style today. “Platforms like Instagram allow us to celebrate the artisans we work with. This form of digital storytelling amplifies our voice and builds emotional resonance. It allows our audience to see the human hands, heritage, and heart behind each piece. More than just visibility, it fosters a sense of belonging and community, one built on shared values, appreciation for craftsmanship, and a deeper connection to what we create,” she adds.

For Karan Torani, fashion was like a closed room before the digital shift. “Social media made fashion more personal, more intimate. The power of touch and feel will always remain sacred. But the soul of a brand—its poetry, its purpose—can now travel far beyond our four walls. And that, to me, is the most beautiful evolution fashion storytelling has ever seen,” he adds.

And perhaps that’s the point. Fashion will never be about just arriving at a finished product; it’s about being in a constant conversation, evolving through stories told on screens, in films, and through campaigns that invite us in. “Design is about how deeply it is felt along the way,” Karan Torani concludes.

So, thank you to all the Blair Waldorfs and Carrie Bradshaws of the world for inspiring us to never stop asking for more, and to the visionary brands using fashion films to turn garments into stories we live in. Which is why, even months later, that Loewe bag—a meme brainchild, absurd yet oddly relatable, still intrigues and reminds me that sometimes the smallest detail can be the start of a story we carry with us, long after the season fades.

Lead image: Garland by Raw Mango

All Images: Courtesy the brands

This article first appeared in the August-September 2025 issue of Harper's Bazaar India


Also read: September fashion moments to know now

Also read: This India Couture Week was all about reclaiming, reimagining, embracing, rewriting