‘One year on, kaftans are still popular’

Athleisure and transitional clothing continue to fill up Amazon shopping carts, while colours turn bold and bright

The pandemic and work-from-home lifestyle have cemented the appeal of dressing for comfort. “Transitional attire that seamlessly go across seasons and occasions remains the focal point as people opt for easy, breathable styles,” says Saurabh Srivastava, Director & Head – Amazon Fashion India, adding that fabrics such as linen, cotton and knitwear are popular now. Meanwhile, in beauty, there is an “emergence of joyful colours” — think yellows, blues, and pinks. “Customers are also mindful about product ingredients and formulations. With people spending more time and research on their beauty routines, there has been a distinct rise in the adoption of natural, organic, and plant-based skincare and haircare, as well as natural make-up products,” he shares. Srivastava on trends and sales: We have consistently witnessed a shift in buying behaviour. Fashion styles like athleisure and relaxed casual wear have gained momentum. People are opting for easy and breathable styles that can quickly transition from household chores to work video calls. With respect to the beauty category, the eye category saw maximum acceleration and the lips category has started picking up with demand for transfer-proof and matte lipsticks growing. We have also observed customers experimenting with DIYs and using professional beauty products at home.