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AJIO partners with Netflix to unveil Heeramandi-inspired collection

AJIO has announced the launch of an exclusive ethnic collection inspired by Netflix and Sanjay Leela Bhansali’s much-anticipated series, Heeramandi: The Diamond Bazaar. Launched under AJIO’s House of Ethnics, this limited-edition collection offers customers over 250 styles of ethnic outfits, drawing inspiration from the colors, silhouettes, fabrics, and embellishments featured in the series.

The collection includes a wide range of fabrics such as pure silk, tissues, georgettes, and brocades, reflecting the opulence depicted in Heeramandi. It features traditional dabka hand embroidery, Parsi embroidery, beadwork, and digital prints inspired by the series. Customers will have the opportunity to shop for shararas, kurta suit sets, lehengas, and saris, with prices ranging from Rs 4,000 to Rs 1,50,000.

The collection will also include official recreations of select attire that are adorned by the leading ladies in the show and designed by Sanjay Leela Bhansali’s team.

“Fashion plays a very important role in Sanjay Leela Bhansali’s  creations that often explore themes rooted in Indian culture, tradition and heritage. It serves as  a means of representing and celebrating these cultural elements on screen. So, 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,” said Vineeth Nair, CEO, AJIO.

“Costumes in  Sanjay Leela Bhansali’s stories are characters in their own right, adding depth to the storyline. Heeramandi: The Diamond Bazaar will have some never before seen ethnic styles and fashion. This collaboration to bring the new and exclusive collection from the AJIO House of Ethnics inspired by Heeramandi is an incredible opportunity for fans to own the exquisite designs worn  by the leading ladies in the show,” said Shilpa Singh, Senior Director, Marketing Partnerships, APAC, Netflix.

AJIO House of Ethnics, known for its curated selection of top ethnic brands, has become India’s preferred destination for ethnic fashion, offering over 3 lakh styles from brands like BIBA, Indie Picks, Nyrika, and more.

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