Luxury used to be all about shiny logos, exclusive drops, and price tags that made your wallet cry. But today, something else has quietly taken the throne: storytelling. In a world where anyone can make a graphic tee, what sets a brand apart isn’t just fabric or fit, it’s the story behind it.
Take Kunsquad, for example. From the start, the brand wasn’t just about oversized graphic tees in India; it was about art as an identity.
Storytelling that feels human
What makes storytelling powerful in fashion is its ability to build connection. It’s one thing to buy a T-shirt because it looks cool. It’s another to buy it because you feel understood by it. Kunsquad captures this by letting people peek into the messy, unfiltered side of the brand.
Think, the Founders’ videos, they don't have any glossy filters. They’re meant to show the raw, real, and personal. Same goes for behind-the-scenes clips; they don’t just show clothes, they show the people, the “heated discussions” (read: fights over fonts, haha), the laughter, the chaos that goes into making a piece. That transparency makes the brand relatable.
Even the Artist videos, like when we spotlight the people behind the Pattachitra-inspired collection, give a face and voice to the art. Suddenly, a shirt isn’t just a shirt; it’s a piece of Odisha’s culture, told by someone who has lived and breathed that tradition. That’s the new luxury: not just owning something rare, but owning something that you can track down to its roots.
Storytelling you can experience
But storytelling doesn’t stay online. It spills over into real-life experiences. When we launched the Pattachitra collection, it wasn’t just racks of clothes; it was an event that brought people together around art and culture. Attendees literally stepped into our story. We set up music and storytelling corners where designers explained each design. The display wasn’t just merchandise; it became a cultural conversation, an encounter with heritage. In moments like these, luxury is not an expensive tag but an experience shared – guests felt part of the narrative.
Or the time we hosted the Hop X Kunsquad art therapy session; it wasn’t just about doodling on paper, it was about making people feel safe, expressive, and connected. That’s what sets the brand apart: making fashion a lived story.
Why this matters now
Fashion is fast. Too fast, sometimes. In an endless scroll of trends, what people crave isn’t just another cool drop; it’s meaning. Storytelling slows fashion down. It makes you pause and think, “Why does this piece exist?” or “Who made this?” That emotional connection becomes the new version of luxury. Because luxury today isn’t about owning the rarest thing; it’s about feeling the rarest connection.
The road ahead
For Kunsquad, storytelling isn’t a one-off campaign. It’s how we keep the brand authentic as we grow, whether it’s through team videos about Why messy still matters, artist collabs, or small offline interactions with our community. The goal isn’t to be perfect; the goal is to stay real.
