EXCLUSIVE | Fashion designer Rahul Mishra on the business of fashion: 'It has become more complex but...'

Rahul Mishra, India’s prominent fashion designer, known for his impeccable vision and technique, has taken India’s tradition and fashion to the global map with his beautiful and larger-than-life designs.

In an exclusive interview with Firstpost’s Lachmi Deb Roy, prominent designer Rahul Mishra shared his thoughts on the revival of weaves, the business of fashion, conscious consumption and other aspects.

Edited excerpts from the interview:

Your views on revival of weaves?

For me, revival is not about nostalgia—it is about continuity. India’s weaves are living legacies, and the best way to revive them is by ensuring they remain relevant in contemporary fashion. At the couture house and with AFEW Rahul Mishra, we often reimagine handwoven textiles within silhouettes that speak to today’s global consumer. By giving traditional fabrics a new stage, we ensure artisans and their knowledge systems remain part of our collective future, not just our past.

In India, the land of textiles… your take and how you are promoting it

India is unparalleled when it comes to its textile heritage. Each region has a unique vocabulary—whether it’s Chanderi, Jamdani, Ikat, or Kanjivaram. At our atelier, we see ourselves as storytellers who use these textiles not only for their beauty but also as cultural archives. Through international showcases and collaborations, we promote these crafts to a global audience, while through AFEW, we are able to make them more accessible to younger customers in India and abroad.

How local are we getting when it comes to fashion?

I think fashion today is both local and global at the same time. With the rise of digital platforms and a greater awareness of sustainability, consumers are more curious about where their clothes come from. In India, there’s a stronger sense of pride in wearing something that reflects our culture and craft. Our work is deeply local in process—crafted by hand in Indian villages—yet it speaks to the aspirations of a global citizen.

What do you have to say about the business of fashion? You think it has gotten any better?

The business of fashion has become more complex but also more exciting. On one hand, the industry faces challenges with mass production, shifting consumer behaviour, and global uncertainties. On the other, there is greater appreciation for originality, for handmade pieces, and for brands that stand for something more than just trends. In our journey, both with couture and AFEW, we have found that when you create with authenticity, the business side follows naturally.

Your take on conscious consumption

Conscious consumption is not just about buying less, but about buying better. A garment made by hand, that carries the stories of its makers, naturally finds a longer life in one’s wardrobe. Our hope is to encourage people to invest in fewer, more meaningful pieces that they will cherish over time.

Your views on slow fashion and what is the way forward

Slow fashion is about shifting the focus from speed to value. For us, it means creating timeless pieces where the process itself—whether it’s months of embroidery or weeks of weaving—is celebrated. The way forward is to move away from the cycle of disposability and to embrace clothing as heirlooms, objects of cultural and emotional significance.

Fashion vs Style… your preference and how is it different?

Fashion is about the world outside—it reflects the zeitgeist, the season, the trends. Style, on the other hand, is deeply personal. I would always lean towards style, because it is an extension of one’s individuality. Fashion evolves, but style endures.