We All Leave Shirt
Among recent collaborations that have resonated with consumers are Bvlgari’s incorporation of the mangalsutra, a traditional bridal necklace, and Dior’s partnership with the Chanakya School of Craft, which supports Indian artisans while working to preserve craftsmanship. Similarly, Hermès’s iconic window displays, designed by Mumbai-based architect Rooshad Shroff, blend Indian aesthetics with French luxury. “We are an emotional and proud country, and many ads reflect and play this up,” Bhattacharya adds. She also notes that such projects must take a digital approach to any initiative in India, referencing Dior’s Instagram reels, which showcase Indian craftsmanship and textiles. “This connected the brands with a vast and savvy audience.”We All Leave Shirt
Bvlgari not only has Indian actress Priyanka Chopra as its global ambassador, but also launched a mangalsutra sautoir necklace for women and a kada B.zero1 bangle for men, each rooted in Indian tradition. The maison has worked closely with key opinion leaders on social media campaigns for these products, such as actor Ayushmann Khurrana and Indian stylist and costume designer Anaita Shroff Adajania. Narrative-driven initiatives are pivotal to creating an emotional connection with Indian consumers, says Babin. “Brands that have successfully entered the Indian luxury and fashion market have embraced the country’s vast and dynamic cultures, integrating these elements into their products and manufacturing processes in an ethical, sustainable and culturally appropriate manner,” observes Fflur Roberts, head of luxury goods at market research firm Euromonitor.
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