AJIO announced the exclusive launch of a limited edition ethnic collection on Wednesday (April 24), inspired by Netflix and Sanjay Leela Bhansali’s highly anticipated series, Heeramandi: The Diamond Bazaar. This limited-edition collection, under AJIO’s House of Ethnics, offers over 250 styles of ethnic outfits inspired by the series. It will be available for purchase starting April 25.
The collection draws inspiration from the colors, silhouettes, fabrics, and embellishments used in "Heeramandi: The Diamond Bazaar." It features fabrics like pure silk, tissues, georgettes, and brocades, showcasing traditional dabka hand embroidery, Parsi embroidery, beadwork, and digital prints inspired by the series.
Items include shararas, kurta suit sets, lehengas, and saris, priced between ₹4,000 and ₹1,50,000. Vineeth Nair, CEO of AJIO, expressed the importance of fashion in Sanjay Leela Bhansali’s creations, stating, "Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition, and heritage."
Also read: Ajio to offer exclusive deals in its Big Bold Sale, early access begins May 28 He added that AJIO's House of Ethnics provided the perfect platform for the collection. "When we thought of this collaboration with Netflix for Heeramandi, it made a lot of sense. AJIO’s House of Ethnics was the perfect launchpad for this limited-edition collection, enabling access to the fashion that customers adore and helping them create that dreamy Bollywood-inspired look," Nair added.
"Heeramandi: The Diamond Bazaar," marks the series debut of filmmaker Sanjay Leela Bhansali, set in pre-independent India against a backdrop of a freedom movement.
Shilpa Singh, Senior Director, Marketing Partnerships, APAC at Netflix, highlighted the significance of costumes in Bhansali's stories, calling the collaboration an opportunity for fans to own the exquisite designs worn by the leading ladies in the show. "Costumes in Sanjay Leela Bhansali's stories are characters in their own right, adding depth to the storyline," Singh added.
AJIO House of Ethnics offers top ethnic brands like BIBA, Indie Picks, Nyrika, Aarke by Ritu Kumar, Satya Paul, Ri-wah, Global desi, Gulmohar Jaipur, Soch, and Fabindia. With over 3 lakh styles, it has become India’s preferred destination for ethnic fashion.
"Heeramandi: The Diamond Bazaar" will start streaming on Netflix from May 1.
