From veshtis to hoodies: How Tamil Nadu’s election fashion got a Gen Z makeover

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As Tamil Nadu heads to polls, a marked rise in new fashion trends both among candidates and party workers can be seen in customised saris, T-shirts, and party merch. The emergence of pants and salwars are a particularly distinct change. | Photo Credit: Johan Sathyadas

It is not often that Tamil Nadu’s voters see a sitting Chief Minister in tailored trousers while addressing the public. Nor have chudidars traditionally been part of the campaign trail. Bright, eye-catching colours have become the new political uniform, and we even have reels teaching supporters how to replicate the look of the TVK chief.

Who would have thought we would live in a world where a bridal house creates an ornate TVK blouse, complete with two squirrels rising from a fan of whistles?

Published - April 15, 2026 04:20 pm IST

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