Say “Oui” To The White Shirt

Rejoy Rajan discusses how Celio's effortless European fashion translates into everyday Indian style.

- Tsunami Costabir

In an era where style is shaped by screens rather than store shelves, men's fashion is evolving faster than ever. From social media influence to the rise of experience-driven retail, brands are redefining what aspiration means for the modern shopper.

We sat down with Rejoy Rajan, Head of Marketing at Celio India, to discuss how digital culture, shifting shopping habits, and the fusion of comfort with individuality are transforming the men's apparel landscape.

Edited excerpts...

Q. What drives aspiration in apparel?

A. In the apparel category, I think social media drives a lot of aspiration. Content creators drive aspiration for brands and I believe a lot of these content creators also look to international stars for ideas in fashion. So a lot of aspiration is in who's seen wearing your brand. But other than that, I think product quality and the in-store experience drive aspiration.

Q. As a dedicated men's fashion brand, can you give us insight into men's shopping habits, and how they differ from women's?