Parika Rawal: Technology is redefining the future of denim

MADAME is a western-wear women’s fashion brand that offers the young fashion-conscious woman. Owned by Jain Amar, the brand provides fast fashion for young women across three continents through EBOs, Store-in-Store Outlets, an official ecommerce website and other online marketplaces. Madame engages over 2,50,000 women every week, across 500 retail touch points, including 150 Exclusive Branded Outlets (EBOs), Large Format Stores (LFS), and other leading Retail Outlets. Parika Rawal, Design Head, MADAME, shares insights with Divya Shetty on the latest trends shaping the denim industry and how MADAME is leveraging these trends to stay ahead in the market.

How would you describe the current state of the denim industry in India and globally? What major shifts have you observed post-pandemic?

The denim industry, both in India and globally, is experiencing a dynamic transformation. Post-pandemic, there’s been a significant resurgence in demand, driven by consumers prioritizing comfort, durability, and versatility. In India, denim is no longer restricted to casual wear—it’s being adopted across segments, from office wear to occasion wear, reflecting a shift in consumer mindsets. Globally, the industry is leaning into sustainability and tech-integrated design. The rise of athleisure and the blending of performance with fashion have also reshaped denim consumption patterns.

Is Indian denim today at par with international quality standards in terms of performance, finish, and innovation? How does Madame ensure global competitiveness?

Absolutely. Indian denim has evolved remarkably and is now recognized globally for its quality, innovation, and finish. At Madame, we maintain global competitiveness through a sharp focus on R&D, fabric innovation, and stringent quality controls. We collaborate with leading denim mills and incorporate the latest international trends in design and wash techniques to ensure our offerings align with global standards. Regular benchmarking and consumer feedback loops further enable us to stay ahead.

What are some of the latest trends you’re seeing in denim—be it in fabric finishes, blends, or consumer preferences?

The market is witnessing a strong shift toward comfort-driven denim—stretchable, breathable, and lightweight fabrics are in high demand. There’s also a growing preference for vintage washes, raw and clean finishes, and gender-fluid styles. Sustainable blends like organic cotton, Tencel, and recycled fibres are becoming mainstream. From a silhouette perspective, flared jeans, relaxed fits, and high-rise styles are making a strong comeback, especially among younger consumers.

Could you highlight some of Madame’s recent innovations in denim that cater to evolving fashion or functional needs?

Madame’s denim collection is designed to meet the modern woman’s need for style, comfort, and versatility. Our recent innovations include denim with enhanced stretch and recovery for all-day wear, moisture-wicking properties for warmer climates, and stain-resistant finishes for better functionality. We’ve also introduced denim styles with detachable and modular elements—giving wearers more ways to personalize their looks. Fashion-forward cuts, such as asymmetrical waistbands and two-tone panels, are helping us redefine everyday denim wear.

Sustainability is now a key focus across the textile value chain. What sustainable practices or eco-friendly processes has Madame adopted in denim manufacturing?

Sustainability is at the core of our denim strategy. Madame actively uses eco-friendly fabrics like Better Cotton Initiative (BCI) certified cotton and recycled materials in our denim line. We are integrating water-saving dyeing and washing technologies and are working with partners who follow zero-liquid discharge practices. Furthermore, we are gradually shifting towards digital sampling and pattern-making to reduce fabric waste in the design process.

What role do you see technology and automation playing in the future of denim production, and how is Madame gearing up for that transformation?

Technology is redefining the future of denim—from automated cutting to AI-driven trend forecasting and inventory management. Madame is investing in automation for precision and efficiency in manufacturing while also exploring advanced fabric technology that enhances wearability. Our digital transformation roadmap includes adopting PLM (Product Lifecycle Management) systems and AI-powered analytics to streamline design, sourcing, and production processes.

What are the company’s future plans in terms of capacity expansion, product diversification, or exploring new export markets?

We are on a strong growth trajectory. Our plans include expanding denim production capacity to cater to rising domestic demand and venturing into select international markets where contemporary Indian fashion is gaining traction. On the product front, we aim to diversify our denim range with fashion-forward silhouettes and multi-functional pieces that reflect global trends while staying rooted in Indian sensibilities. Additionally, Madame is building a stronger D2C presence through madameonline.com and exploring collaborative capsule collections with influencers and designers.