The truth behind the global love for desi design
Subscribe to enjoy similar stories. The recent slew of collaborations between homegrown designers and international brands can be taken as a sign of India’s growing influence in the global fashion and luxury industry. These partnerships, like Sabyasachi x Estée Lauder, Anamika Khanna x H&M, and Rahul Mishra x Tod’s, also showcase the power of Indian creativity and craftsmanship on a global scale.
Such collaborations have happened in the past as well. Manish Arora, for instance, teamed up with brands like MAC (2008), Nespresso (2010), Swatch (2011), and Reebok (2009). There was also the Sabyasachi x Christian Louboutin collection, which ran from 2015-17.
The scale and impact of the recent collaborations, however, have reached new heights as luxury brands are investing larger marketing spends in such initiatives. Mishra’s collaboration with Italian luxury brand Tod’s, for example, saw high-profile events in London and Dubai, while Sabyasachi x Estée Lauder’s limited-edition lipsticks was sold in nearly every fashion capital city, accompanied with on-ground events. Anamika Khanna’s H&M collection sold out within minutes in multiple markets, receiving international media attention.
Mishra says, “Just like there was a time for Japanese design, India is now in the mainstream—whether it’s in films, television, fashion or art. Apart from the appreciation for our aesthetic sensibilities, there is now a lot of credit being given to Indian craftsmanship. It’s also a way for Western brands to express gratitude for India’s contribution to the global luxury industry." This recognition is long overdue, given that Indian artisans have been producing work for international fashion houses for decades.
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