It was a common sight outside most metropolitan malls—the swish set emerging with dozens of bags dangling from their wrists. Their attire and their shopping haul proclaimed the recognisable logos of international brands that sell the same dresses and shirts across the world, whether in Mumbai or Madrid, fresh out of factories in Bangladesh or Vietnam. This hamster wheel of fast fashion and international supply chains, however, has come to a jarring halt after the pandemic. Now, with the prime minister’s call to be “vocal for local”, the fashion industry has taken a renewed interest in Indian handloom, often giving an edgy twist to age-old traditions.