The Future of Creativity in India: Art, Music & Fashion

This project made an enquiry into the socio-cultural narratives of Creativity/ and Creator Culture, specifically in the spheres of contemporary Indian art, fashion and music.



We opened out the enquiry by first situating it in the collective cultural zeitgeist. Creative expressions often reflect and respond to the concerns, values, and aspirations of a specific period, and interpreting them in isolation is reading them at face value - devoid of cultural context – which affects a full and holistic understanding of their social relevance and impact.

The approach was interdisciplinary, engaging anthropology, visual media and cultural studies. We inferred the residual, dominant and emergent codes of creativity by studying art, music and fashion longitudinally – over time. Further, we did an exhaustive study of the emerging ideas: their disruption, new meaning, rituals and purpose.

Building upon this, we assessed the brand as a platform: where does it draw from culture? The brand as well as its competition was mapped to ‘emergent codes’ of culture & creativity – with clear insight on what it could leverage and appropriate in the future.