If you’ve ever wondered what happens when raw, fearless creativity meets one of India’s biggest fashion brands , let us tell you, it looks a lot like YNG.
We had the absolute pleasure of attending Westside’s Media Day on September 11th, where the brand unveiled its newest initiative: YNG (Young New Game-changer). And trust us, this wasn’t just another fashion launch. This was a movement in the making.
From the moment we stepped in, the vibe was unmistakably fresh, unapologetically youthful, and full of intent. The venue buzzed with the kind of creative energy only Gen Z can bring, a diverse crowd of designers, creators, stylists, influencers, and young professionals all coming together for something genuinely exciting.
The Future, Now: YNG x NIFT
For the inaugural edition of YNG, Westside collaborated with students from NIFT, challenging them to reimagine two of the brand’s most-loved in-house labels, Bombay Paisley and ETA. What emerged was nothing short of electric.
The YNG capsule collections captured the soul of Gen Z fashion, unafraid of colour, bold with silhouettes, rooted in culture, yet fiercely modern. It was thrilling to see how these young designers twisted and turned the familiar DNA of Bombay Paisley and ETA into something new, punchy, and powerful.
And the best part? A rocking fashion show. Every piece from the new collection was showcased on a ramp walk show, absolutely bold and energetic. These weren’t just concept pieces. They’re retail-ready, designed for shelves, for style, and for people.
YNG isn’t just about fashion design; it’s a whole creative playground. The program also gave space to upcoming stylists, models, hair and makeup artists, photographers, and content creators. Everyone brought their A-game, making it feel like a celebration of creative collaboration more than anything else. YNG is giving real opportunities to real young talent , from design studios straight to store floors.
We also got a sneak peek into the mini-series “From Sketch to Store: The YNG Journey,” which follows the entire process, with mentorship from the phenomenal design duo Saaksha & Kinni. You could see the emotion, the nerves, the joy, everything that goes into bringing a collection to life.
As a brand that’s always balanced trend with tradition, Westside has now placed a clear bet on the future , one that’s loud, confident, and unfiltered.
“We didn’t just want to create a collection; we wanted to build a launchpad,” said Shailina, COO, Westside. And that’s exactly what YNG feels like , a stage for new voices to shape the future of Indian fashion. In a world where fast fashion often overlooks fresh talent, this initiative feels like a course correction, and we’re here for it.
Fashion needs fresh eyes, brave hearts, and bold voices. With YNG, Westside is making sure those voices aren’t just heard , they’re front and centre. We can’t wait to see where this goes. One thing’s for sure, if this is what the future of Indian fashion looks like, it’s looking damn good.
Written by – Samanvitha Rao
