The Business of Style in Punjab

Between Glamour and Cultural Erosion

- Kanvi Joshi Assistant Professor Chandigarh University, Punjab

In recent years, Punjab has undergone a striking transformation in how style, fashion, and personal branding are perceived. What was once a landscape steeped in traditional attire and deep-rooted cultural expressions has now shifted towards a visually curated world, shaped increasingly by paid modelling, pre-wedding photoshoots, and short-form video reels on social media platforms.

This cultural shift is not restricted to big centres like Ludhiana or Amritsar; rather, it has seeped into the very heart of Punjab’s small towns and rural areas, such as Moga, Barnala, Gurdaspur, and Ferozepur. What began as a trickle of urban influence has now become a sweeping wave, altering aspirations, aesthetics, and even social behaviours.

Across Punjab, a new visual culture has taken root. Young men and women are no longer just dressing up for eventsthey are preparing to be photographed, filmed, and posted online. Capturing the perfect shot or creating a viral reel has, in many cases, become more important than living and experiencing the moment itself. Social validation is increasingly measured in likes, comments, and shares rather than in the authenticity of the moment or the depth of connection with one's roots. This transformation has not occurred in isolation; it has been supported by the rapid growth of a parallel economy based on stylized appearances and visual storytelling.