Style, Sense, Sass: Fashion Brands That Capture The Millennial Aesthetic To An M

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    When millennials want to play dress up, they are most often looking for a way to express themselves and their sensibilities through their ensembles. Brand names take a backseat and brand philosophies shine. Body positive, sustainable and timeless pieces rule their wardrobes but this doesn't mean they aren't keyed in to the trends. Mindless spending however, isn't their jam, but they are more than willing to splurge on quality. They do after all, make up the biggest chunk of spenders than any other generation, currently. No wonder fashion brands are always trying to capture that "millennial aesthetic". And so we've rounded up our picks of the clothing labels that capture the millennial style, sense sass to the M!

    Urban Suburban

    Urban Suburban

    Available on LBB

    A millennial could build their whole closet with pieces from Urban Suburban and have something new to wear each time, thanks to the ability to mix and match every one of their pieces. Not only does this high street fashion brand ace the balance between minimalistic prints, solid colours and bold designs (a perfect mix of classics and trends) -- their clothing can withstand wear. And we all know how much a millennial loves anything durable mixed with style!

    Exhale Label

    Exhale

    Available on LBB

    Quality and comfortable athleisure has taken over the hearts of the millennial folk for it's effortless appearance. It also plays to their mindset of exercising to stay fit and healthy above anything else. Exhale Label takes this up a notch by also taking a bold stand on social issues through their athleisure line. Through their comfortable and practical clothing  they aim to empower the mind, body and soul and encourage people to share their stories and start a conversation around mental health. Sharing the same values as that of a millennial, makes them a sure shot winner.

    Tokree Jaipur

    Tokree Jaipur

    Available on LBB

    Indian or ethnic wear is never a practical buy according to any millennial. Especially occasion wear that cannot be worn unless, well, it's an occasion. Tokree Jaipur corrects this grave misstep by many, many brands. Their Indian wear is comfortable, minimal and built for a purpose -- to be worn as you please and when you please. All of their pieces are free-flowing (beautiful fabrics), monotoned (in gorgeous pastels) and embellished sparingly. This keeps them timeless looking and also gives you the opportunity to dress it up or down, depending on where you're headed. Oh, and did we mention all of their kurtas come with pockets? 

    ISU

    ISU

    Available on LBB

    To feel empowered by their clothing is all a millennial wants and ISU has that nailed aspect. Their trendsetting, casual-to-work-to-party catalogue impresses beyond expectations on all bases. Think variety, versatility and most importantly (to any millennial shopper) size inclusivity. The stylish label also manages to capture those minute details that take an outfit from regular to ravishing in everything they create, just saying!

    Leisure Loom

    Leisure Loom

    Available on LBB

    Fun, flirty and fabulously sustainable -- So millennial! -- is all that comes to mind as we browse through Leisure Loom's collection of stunning Western wear. Keeping things transparent to their buyers, the brand states that only 100% organic cotton and jute goes into consciously crafting every piece. And since more and more millennials are investing in sustainable wear, the style too needs to be up there, which Leisure Loom more than delivers upon. There's a youthful and vibrant aspect to their line that is seldom associated with being environmentally-friendly.

    The August Co

    The August Co.

    Available on LBB

    One of LBB's reigning favourites among the millennial lot, The August Co makes it to this list for many, many reasons. Number one would be that the brand is by women and for women (of all shapes and sizes). A range starts that starts at an XS going all the way to a 3XL proves so. Their philosophy is also on the money -- to make eco/earth friendly pieces of breathable and quality clothing that encourages fewer purchases. The brand is also committed to staying timeless by staying classic. And the best part is that they use fabric scraps to make accessories!

    Ampersand

    Ampersand

    Available on LBB

    Everyday power dressing takes on a whole new meaning in Ampersand and this is exactly what will appeal to the millennial sensibilities. Further, their philosophy of custom designs and interesting silhouettes on Indian handlooms with a special focus on ethical and sustainable clothing will only seal the deal with a millennial fashionista. Ampersand also scores big for their high fashion, runaway detailing. Millennials, also note that their collection is limited edition!

    Minimul

    MiniMul

    Available Online

    A millennial could spend all their days in loungewear and more now, given the present situation of the world. Sure, cute and trendy prints is where the party is at but a conscious millennial chooses comfort over fads -- which is why they need Minimul in their lives. This comfortwear label strives to be fashion neutral and relevant despite changing times. It's all minimal in design of course, but the sustainably sourced soft cottons and mulmuls and muted monotones is where their collection's appeal largely lies.

    Bari

    Bari India

    Available on LBB

    Meaningful products drive many, if not all of the millennials' purchasing decisions today. And Bari's has this engraved in their clothing and business model. Every outfit is what we would call bold and experimental without being overbearingly so. To a millennial, their clothing will add a certain variance and vibrance to everyday dressing. They are also bound to appreciate the relaxed silhouettes, earthy tones and sustainable nature. Changing fashion trends won't ever kill this brand's elegant, all-season appeal, believe us.

    Lea Clothing Co

    Pushing the millennial's need for individuality, wow-style and uniqueness in overdrive is Lea Clothing Co. This up and coming couture label that recreates international fashion in their own way has also locked down everything a millennial looks for in brand value. For one, they celebrate the Indian body and smash the one-size-fits-all notion we're conditioned to. Aside from size inclusivity (XS to XXXL and soon introducing upto 5XL), Lea Clothing Co also practices sustainability. Lastly, their fabulous designs -- iconic corsets and statement sleeves is the cherry on the cake.

    Pro-Tip

    Every millennial will also want to style their clothing with Minimal Jewellery from these Brands. Check it out!