Do you remember Diwali mornings growing up? The faint sweetness of freshly fried laddoos in the kitchen, the hum of old film songs playing from the living room, and that one outfit - ‘the Diwali dress’ neatly folded, waiting to be worn after the house was cleaned and the diyas were set in their corners. It wasn’t about brands or edits or drops. It was about the ritual: choosing one piece, one moment, that made the festival feel whole. Back then, new clothes weren’t about buying, they were about belonging. About that quiet thrill of waiting all week just to step into something special.
Image Source: Hamel Patel
Somewhere between then and now, that feeling got a little lost.
Every year, the same story plays out. Our screens glow brighter, our inboxes fill up, and “Diwali” turns out to become the advertising world's favourite phrase.
For a few days, brands light up with campaigns filled with colour, joy, and the language of togetherness - a celebration that seems to belong to everyone and no one at once. And while it’s heartening to see South Asian aesthetics finally receive global attention, it’s also become difficult to ignore the fatigue that follows.
Because for all the noise and novelty, one question quietly lingers: whom is this really for?
Ok, so who is all this ACTUALLY for?
Diwali is sacred to many - Hindus, Jains, Sikhs - each with their own stories and rituals of light.
But having hustled so hard to make it a cultural marketing moment, it has become something distinct and muddy.
For many South Asian creators and brands, this is the one time of year when the industry pays attention.
The opportunities are exciting and well-earned, but they’re also fleeting.
Once the diyas fade, so does the buzz.
We’ve started to confuse transparency for value, and short-term engagement for real connection.
The nature of light is - it’s softer than we think.
Diwali was never about excess. It was about reflection, renewal, and warmth.
Somewhere along the way, we made it about more - more events, more content, more “festive drops.”
But what if celebration didn’t have to be louder each year? What if it could just be softer, slower, and more intentional?
What we believe in at Fineapple
We built Fineapple on a simple idea - that clothing can carry meaning.
That what you wear can make you feel calm, grounded, and seen.
Image: Dream Team Hand Embroidered Polo
Our pieces aren’t made to compete with fast fashion houses. They’re made to last through seasons - in colour, in comfort, in care. From handwoven khadi to Soft organic cotton, each of our products are developed slowly, with real intention and with a touch of artisanal craftsmanship.
And maybe that’s what Diwali can feel like, too. Not a rush to buy more, but a moment to appreciate what already exists - the clothes you adore, the people you cherish, the rituals that bring you peace.
Image: Magnolia (Hand Embroidery on Print)
We’re not anti-celebration. We’re anti-excess.
We love the lights, the treats, the sense of togetherness - but we also adore moderation.
We believe joy doesn’t have to come wrapped in urgency. And that conscious choices - in what we wear, how we live, and who we support - matter far more than the hype of a ten-day sale season.
So this year, we’re keeping it low key.
No fireworks. No frenzy. Just soft light, slow craft, and the feeling of satisfaction.
Beyond the festival
If there’s one thing we hope for, it’s that the attention and energy around Diwali extend beyond the festival itself. That South Asian designers, artisans, and storytellers are recognised not just once a year, but all the time. That “supporting culture” becomes a practice, not a marketing calendar entry.
Because the community isn’t built in bursts. It’s built in consistency.
A Soft Reminder
Whether you celebrate or not, we hope this season brings you calm - the kind that sits quietly, not the kind that demands to be seen. For us, that’s what Diwali is about: Light that doesn’t burn out. Joy that doesn’t depend on excess.
Here’s to celebrating meaningfully and dressing the way we live:
slowly, thoughtfully, and with heart.
From all of us at Fineapple - wishing you a gentle, glowing Diwali. One that feels a little more like the ones we grew up with.
Written by Tejaswini Patel
ATLAS SkillTech University
17th October, 2025
