Vesti Is the New Tux: Fashion Lessons from the Chettinad Heritage Festival

When Vivek Karunakaran, one of India’s leading contemporary designers, opened the 4th edition of the Chettinad Heritage Festival, he didn’t just present a collection he sparked a conversation. With his cultural property Adayalam (meaning identity), Vivek reimagined the traditional South Indian veshti as the new tuxedo. This wasn’t your typical showcase of Indian wear. Instead, it was a travelling cultural experience, weaving together fashion, craft, music, art, and design to explore the question: Who are you? Where are you from? What is your identity? By placing the veshti at the center of global-style conversations, Vivek challenged fashion’s obsession with Western silhouettes and reminded us that true elegance begins with confidence in one’s roots. More importantly, his showcase leaves behind lessons that every entrepreneur, designer, and fashion enthusiast can learn from lessons that go far beyond clothes.

Men elegantly blend tradition and modernity in tailored suits and veshtis, showcasing a stylish fusion of cultural attire.

Lesson 1: Identity is Your Biggest Differentiator

In a global marketplace where brands often blur into sameness, authenticity is what stands out. Karunakaran’s decision to frame the veshti as the tuxedo wasn’t nostalgia it was confidence. For new and established entrepreneurs, this is a powerful reminder: your roots aren’t a limitation, they are your biggest USP.

Lesson 2: Collaboration is the Future of Growth

Adayalam brought together musicians, jewelers, and artists, creating a layered experience that went beyond garments. The takeaway for fashion entrepreneurs? Don’t build in isolation. Collaborations open new audiences, strengthen stories, and create experiences that feel larger than life.

Lesson 3: Heritage Can Travel Without Losing Its Soul

We’ve seen it before with Madras checks, which traveled from Chennai to global runways. With the veshti now being reimagined, the lesson is clear: heritage isn’t bound by geography. Entrepreneurs should see heritage not as “local wear,” but as a globally resonant story waiting to be framed right.

Lesson 4: Move from Consumption to Experience

Today’s consumers don’t just want to buy a product; they want to be part of a story. By blending craft, music, and art, Adayalam turned fashion into culture. For brands, this means shifting focus from selling to storytelling and experiences.

Lesson 5: Sustainability Is Rooted in Storytelling

As we discussed in our earlier blog “Beyond Trends: Why Origin Stories Are the Future of Sustainable Fashion in India,” true sustainability comes when consumers value what they wear. Stories of origin, craft, and identity naturally slow down consumption and build loyalty. For entrepreneurs, this makes storytelling not just good branding but essential strategy.

Why These Lessons Matter Now?

Indian fashion is at a turning point. With fast fashion and Western aesthetics dominating, there’s a growing demand for authenticity, sustainability, and rootedness. Showcases like Adayalam prove that the future belongs to those who can balance heritage with innovation, pride with adaptability, and tradition with global relevance. The veshti does not need reinvention, it has endured with dignity. What it needs is visibility. Why should a tuxedo be global and a veshti remain regional? By presenting it as a contemporary identity marker, beyond ceremony and beyond gender, I want to place it in the global sartorial dialogue. The veshti as the new tux isn’t just a catchy phrase. It is a mindset shift a call for Indian fashion to wear its roots proudly on the global stage. For entrepreneurs, the real lesson is this: your heritage is your runway.

Indian fashion is no longer about filling a gap left by the West, it is evolving on its own terms. Designers here are celebrated on merit. The numbers back it up too. India’s apparel market was valued at USD 106.9 billion in 2023 and is projected to hit 146.3 billion by 2032. Apparel exports grew 11 per cent year-on-year in May 2024, with buyers shifting focus from China and Bangladesh. We are on the cusp of transformation.

At Skillinabox, we believe the same. Just like designers are rethinking heritage, we empower aspiring fashion entrepreneurs to rethink how they build their businesses with identity, community, and innovation at the core. If you want to not just follow trends but shape them, Skillinabox is your starting point. Join Skillinabox today, and let your journey in fashion entrepreneurship begin rooted, relevant, and ready for the world.