Karan Johar says people are no longer interested in just pretending to be famous.

A filmmaker says young people are choosing their own unique style instead of following Bollywood fashion trends.

BY Mahnoor | 25-05-2026

Filmmaker Karan Johar joined his brand manager, Shravan Satyani, on a podcast to talk about his jewelry brand, Tyanni. He explained how young people now use fashion and movies to express their unique personalities and feelings.

The director said that Indian audiences are no longer just following celebrities. Instead of copying movie stars, people now want to create their own unique styles. In the past, Bollywood set the fashion rules for everyone. Now, people have a different mindset; they feel that if a star like Kareena, Alia, or Deepika has already worn something, they don't want to wear it too.

He said that people don't want to look like copies of celebrities anymore. They avoid wearing the same clothes because they don't want to seem like they are imitating Bollywood stars. No one wants to be a fake version of a famous person; instead, everyone wants to express their own unique style.

Johar explained why this change matters for his jewellery brand. He noted that younger customers care more about feelings, experiences, and memories than buying expensive clothes. He added that when a brand like Tyanni succeeds, it is because people want to look good, which is a major trend driven by social media.

He also said that modern brides now value experiences more than expensive clothes and jewelry. Instead of spending millions on a wedding outfit and jewelry, they prefer to host a much larger wedding and focus their money on the celebration itself.

Johar said that Tyanni does exactly that: "Our prices are excellent. We offer more value for less money. If an item at Tyanni costs X, the same item at another jewelry brand would cost five times as much."

The filmmaker also talked about how COVID-19 changed how people shop, noting that families are now more careful with their spending on celebrations like weddings and Diwali.

For example, he mentioned that taking his children to the movies becomes expensive quickly. He said tickets and snacks usually cost him around Rs10,00, and the price goes up even more if they eat at a fancy restaurant.

"Instead of going to the movies, I am using that money for two things: a delicious meal and a wonderful vacation," Johar said.

He also noticed that cheap clothing brands are doing better than expensive luxury brands. While high-priced clothing stores are struggling, people are no longer shopping at designer brands in malls.

The director also talked about how people form emotional bonds with brands, using L'Oréal's famous slogan as an example. He said, 'L'Oréal's line, "Because you're worth it," is very beautiful.' Johar hopes Tyanni can connect with its audience in the same meaningful way.