Inside the fashion shift: Amazon Fashion’s Nikhil Sinha on the trends powering India’s new style wave

If December is fashion’s busiest month, Amazon Fashion’s Wardrobe Refresh Sale is easily the moment that defines it. As India leans deeper into premium fashion, trend-led shopping, and lightning-fast convenience, the Wardrobe Refresh Sale has evolved into more than just a shopping event. It’s a cultural pit stop for the style-obsessed. From Gen Z street-core to luxury beauty, and from curated edits to same-day delivery on 4 lakh+ styles, this edition reflects how India shops, dresses, and experiments today.

Blink Studio, Gurgaon, played host to Amazon Fashion and Beauty’s Walk-In Wardrobe on December 6—an exclusive fashion party celebrating beauty and style, with 100+ creators and celebrities, headlined by Rakul Preet Singh, Maheep Kapoor, and Sushant Divgikar.

During a conversation with Nikhil Sinha, Director, Amazon Fashion, he decoded what’s new, why premiumisation is booming, and how the brand is powering ahead in an ever-expanding competitive market. He broke down the trends and innovations shaping the 17th edition of Amazon Fashion’s biggest style event of the season. Excerpts: 

Cosmopolitan India: What makes this edition of Amazon Fashion’s Wardrobe Refresh Sale especially exciting for fashion-forward shoppers?

Nikhil Sinha: This edition is especially exciting because it mirrors how today’s fashion-forward shoppers are evolving. Each year, the Wardrobe Refresh Sale reflects changing customer behaviour, and this time the focus is sharper than ever on trend-led curation, premium picks, Gen Z-driven edits, and seamless shopping experiences—all in one destination. Customers are actively experimenting with streetwear, new trends, and coordinated looks, and the sale makes discovering and styling them effortless. With over 1,500 brands and 4 lakh+ styles available for same-day delivery, along with curated destinations like SERVE (India’s first dedicated Gen Z storefront) and The Premium Edit, shoppers get inspiration, convenience, and incredible choice in one integrated experience.

Beyond offers, the focus is on a personalised shopping journey—discovering coordinated looks, accessing fast delivery, and finding exciting new launches. Whether it's emerging labels, international beauty brands, or long-term wardrobe staples, the 17th edition of Wardrobe Refresh Sale reflects how Amazon is shaping fashion and beauty consumption in India.

CI: Amazon Fashion has been pushing the idea of “styling your complete look”. How does the platform make head-to-toe dressing effortless for customers during WRS?

NS: Making outfit planning seamless is at the heart of what we do at Amazon Fashion—customers can discover complete looks, get smart recommendations, and explore style inspiration all in one place. We're committed to innovation and continuously invest in technologies that enhance the shopping experience. Amazon has been leveraging technology for over 25 years to improve customer experience, and we see generative AI as a transformative force for virtually all customer interactions. Key features include virtual try-ons, brand-specific size charts, 'Wear It With' suggestions for complete outfit inspiration, and Skincare Analyser, which guides customers through personalised routines based on their skin type and goals.

Over the past year, we've introduced generative AI-powered capabilities on Amazon.in to make shopping easier and more convenient. One example is Rufus, an expert shopping assistant trained on Amazon's product catalogue and information from across the web, capable of answering questions, offering product comparisons, and delivering personalised recommendations, bringing trend-led and data-driven shopping to every customer.

CI: This year’s sale features offers on 1500+ top brands and up to 50–80 per cent off. What trends from Amazon’s data indicate why customers are shopping more premium fashion and beauty online?

NS: Amazon Fashion and Beauty's growth is driven by a combination of factors that cater to both aspirational shoppers seeking premium products and value-conscious customers. Today's consumers value the convenience offered by marketplaces like Amazon, where they can access diverse products, global fashion trends, swift delivery, hassle-free returns, and personalised recommendations—all in one online store. At the core, customers can choose from 30M+ selections and 3M+ styles from over 1.2 lakh fashion brands, alongside 1,300+ homegrown and 75+ international beauty brands across apparel, beauty, footwear, accessories, and travel luggage—spanning everything from essentials to premium and D2C brands.

There has been a notable surge in demand for premium fashion and beauty products across India in recent years. Our Premium Edit is a curated showcase of authentic premium selections from over 650+ brands—premium international or Indi-luxe brands known for their craftsmanship, superior design, and timeless collections. The focus on premium brands during events has driven over 45 per cent YoY growth in premium segments. In beauty specifically, the premium segment is seeing over 50 per cent year-to-date growth in 2025, reflecting a shift toward high-performance, science-backed, and salon-grade products.

CI: Gen Z is one of the fastest-growing style-driven cohorts. How is Amazon’s Gen Z Store ‘SERVE’ tapping into this demand?

NS: Gen Z is driving some of the most exciting shifts in fashion, and SERVE was created to meet that demand exactly where it’s evolving. Gen Z follows the global fashion landscape, exploring and engaging with diverse influences from around the world. In April 2023, we pioneered the Next Gen Store—now rebranded as SERVE—a first-of-its-kind dedicated storefront that addresses the specific needs of this generation. The store indulges Gen Z consumers in the latest fashion and beauty selections from over 340+ domestic and global fashion brands and 2M+ products under one roof.

Since launch, we've seen a 3X increase in our Gen Z customer cohort on Amazon Fashion and 4X increase in shoppers from two cities. SERVE curates complete aesthetics rather than just products, spotlighting trends Gen Z gravitates toward: oversized silhouettes, cargo and parachute pants, stacked sneakers, sporty co-ords, graphic tees, and Y2K-inspired accessories. We've incorporated the freshest styles that resonate with current trends—vibrant dials, eye-catching clogs, sporty skirts, metallic heels, and wide-leg pants—all carefully selected to reflect the pulse of contemporary fashion.

With SERVE, we've witnessed 40 per cent YoY growth from tier-two and tier-three cities, democratising trend-forward fashion and bringing inclusive, accessible style to all of India.

CI: Amazon Fashion is vastly expanding its brand selection, from global labels to homegrown favourites. Which categories or brands are you seeing unprecedented traction for this season?

NS: We're seeing strong engagement in categories that offer high-impact style upgrades—apparel, accessories, and beauty. Micro-trends such as oversized fits, Y2K streetwear, and statement accessories are resonating, along with beauty products that emphasise glow, hydration, and multifunctionality.

These insights are driven by shopper behaviour, including repeat purchases, fast-moving trends, and curated storefront engagement. The data underscores a dual focus: customers want both trend-led experimentation and wardrobe staples that offer long-term value.

CI: What are some of the most unmissable deals this season? The kind customers should add to cart instantly…

NS: This edition of the Wardrobe Refresh Sale is centred on premiumization and Gen Z-led fashion trends. We see shoppers increasingly seeking a mix of trend-forward pieces and long-lasting wardrobe staples, reflecting a balance between experimentation and thoughtful investment.

Categories such as apparel, footwear, accessories, watches, luggage, and beauty are seen by strong engagement, driven by shoppers looking for quality, style, and curated inspiration. Shoppers are gravitating toward quality investment pieces from The Premium Edit alongside streetwear-inspired, trend-forward styles featured in our SERVE storefront—including Y2K silhouettes, graphic tees, oversized fits, statement accessories, and bold, contemporary aesthetics.

These insights are driven by shopper behaviour, fast-moving trends, and curated storefront engagement. The data underscores a dual focus: customers want both trend-led experimentation and wardrobe staples that offer long-term value.

CI: With premiumisation on the rise, what role does Amazon Fashion play in making quality, trendy fashion accessible with convenience and trust?

NS: At Amazon, ensuring authenticity in our selection is a top priority. We work directly with brands and authorised sellers to source products, ensuring that customers receive only genuine items. Our rigorous seller verification processes, robust quality checks, and customer feedback mechanisms help maintain the integrity of our selection.

We've built processes within our supply chain network that seek physical or digital proof before products get listed on the marketplace or processed further. We work closely with our brands and sellers to authenticate product listings, act upon any customer complaint, and regularly monitor authenticity-related metrics to take proactive action wherever necessary.

All images: The brand

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