Bollywood No Longer Sets Trends as Audiences Demand Individuality, Says Karan Johar

Filmmaker and entrepreneur Karan Johar states that Bollywood has lost its status as the premier benchmark for Indian fashion, noting that modern audiences now prioritize personal individuality over replicating celebrity styles. Speaking on the interview show The BarberShop with Shantanu, Johar explained that consumers actively avoid looking like direct copies of prominent stars such as Kareena Kapoor Khan, Alia Bhatt, or Deepika Padukone.

According to Johar, who also founded the jewelry brand Tyaani, a distinct shift in consumer psychology has altered the luxury fashion landscape. Where a celebrity endorsement or public appearance once guaranteed a mass trend, today’s buyers view imitation with hesitation.

“Earlier, there used to be a gold standard that Bollywood has worn it,” Johar said. “Now, there is a certain attitude about that too. People are like, ‘Why should I wear this? Kareena has already worn it,’ or ‘Alia Bhatt and Deepika Padukone have already worn it.’ They don’t want to wear the same thing because they don’t want to come across as someone copying a Bollywood star. Nobody wants to look like a wannabe version of a celebrity anymore. Everybody is seeking individuality.”

The Shift Toward Personalized Luxury and Exclusivity

This demand for uniqueness heavily impacts high-end bridal and couture markets. Johar noted that affluent clients interacting with top designers now explicitly request designs that have not been seen on high-profile actors, expecting highly tailored customer service instead.

“When people go to Manish Malhotra, they often say, ‘I don’t want to wear what X, Y, or Z has worn,’” Johar shared. “Everybody wants individual treatment. They want customer service that feels tailored specifically to them. They want to feel special. Their mindset is: ‘We are paying you, so what are you giving us that you are not giving someone else?’ There’s now a strong demand for exclusivity and individual catering.”

This dynamic sharply contrasts with previous decades, when Indian fashion was heavily anchored by cinematic releases. For instance, designer Manish Malhotra previously recalled that the release of the movie Dil To Pagal Hai triggered an era where local tailors nationwide replicated his movie costumes. Malhotra viewed that widespread copying as a sign of successful creative connection with the public. Over time, other major cultural moments mirrored this behavior, such as Salman Khan’s signature hairstyle from the film Tere Naam or the massive surge in pastel bridal lehengas following Anushka Sharma’s 2017 wedding to Virat Kohli.

Johar, who made his Met Gala debut wearing a custom Manish Malhotra couture outfit inspired by the art of Raja Ravi Varma, is balancing his commentary on fashion with ongoing film production responsibilities.

Under his banner, Dharma Productions, Johar is tracking the theatrical run of his latest produced film, Chand Mera Dil. The romantic project is directed by Vivek Soni and stars Ananya Panday and Lakshya in leading roles. The movie, which tracks the relationship of characters Aarav and Chandni from their college days forward, released in theaters on May 22, 2026. It is co-produced by Adar Poonawalla, Apoorva Mehta, Somen Mishra, and Marijke Desouza.