The second edition of ‘MAGAZINE: Festive Edit’ brings the season alive, curating fashion, beauty, and lifestyle with interactive stories, scannable pages, and seamless digital engagement for an immersive festive experience.
Festive seasons have always symbolised new beginnings, joy, and an irresistible call to celebrate style. At Amazon Fashion and Beauty, this spirit comes alive in the form of ‘MAGAZINE: Festive Edit’, a lookbook that feels both personal and pioneering.
Magazine: Festive Edit, now in its second edition, captures the season’s essence with fresh clarity. Conceived as a guide to celebration and self-expression, it curates fashion, beauty, and lifestyle in ways that feel intimate yet expansive. Each page brings together carefully chosen edits, featured looks that inspire, and interactive elements designed to dissolve the distance between print and digital. With scannable pages, QR codes, and instant shopping pathways, the lookbook does more than showcase trends as it invites customers to participate in them.
Adding to its significance, the lookbook arrives just in time for the Amazon Great Indian Festival 2025, which began on 23rd September and will run through Diwali with exciting offers and deals every day.
‘MAGAZINE: Festive Edit’ is editorial in spirit, immersive in execution, and inclusive in reach. It recognises that today’s consumer seeks more than just purchasing fashion—they want to engage with it, interpret it, and make it their own. In doing so, it sets a new benchmark for Indian e-commerce, transforming it from a purely transactional space into a cultural movement, from a shopping platform into an enabler of identity.
For Romita Bhandary, Creative Head of Fashion and Beauty at Amazon India, it is more than a campaign. It is a testament to her belief in the transformative power of fashion when creativity, culture, and technology converge. Romita’s career has always been about seeing fashion as storytelling rather than just design. A decade in the United States, designing for powerhouse brands such as Donna Karan, Ann Taylor, Intermix, and Loft, sharpened her understanding of the subtle interplay between customer nuance and cultural context.
Drawing on both global experience and local insights, this vision comes alive through the lookbook, embodying the duality of marrying editorial storytelling with the power of technology.
In this exclusive conversation with IMAGES Business of Fashion, Romita shares the vision, curation, and storytelling that have made this initiative inclusive, inspiring, and a resounding success. Excerpts:
How does the ‘MAGAZINE: Festive Edit’ capture the mood and spirit of the festive season?
This season, I’m most excited about the second edition of MAGAZINE: Festive Edit, which we see as a first-of-its-kind for Indian e-commerce. Conceived as a guide to the season, it brings together curated picks across fashion, beauty, and lifestyle. What makes it special is how it marries the tactility of print with the immediacy of digital—scannable pages that unlock curated edits, QR codes for instant shopping, and storytelling that inspires. With celebration and self-expression at its core, MAGAZINE is both editorial and experiential, offering customers a new way to discover and engage with style.
How did you decide on the overarching theme for this second edition and what message are you hoping it conveys to Amazon’s diverse customer base?
The second edition, ‘Festive Edit’, is built around the idea of solving for the customer during India’s biggest festive period. Centered on celebration, we wanted it to feel inclusive of the country’s many festive moments—catering to different needs and occasions. The message is simple: festive style belongs to everyone. No matter your budget, city, or aesthetic, you can find something that inspires you and makes the season your own.
Could you walk us through what goes into the creative process of building such campaigns at Amazon Fashion and Beauty?
At Amazon Fashion and Beauty, everything begins with the customer—what excites them, how they express themselves, and which stories resonate. We translate those insights into narratives that are visually impactful, inclusive, and shoppable, expressed through editorial spreads and immersive on-site journeys. What makes our process distinct is the ability to pair data at scale with cultural nuance. Initiatives like SERVE, our Gen Z storefront, and MAGAZINE, our festive edit, show how we blend inspiration with convenience—making trends instantly accessible, while staying true to Amazon’s promise of inclusivity and seamless shopping.
How do you and your team decide which trends or cultural moments to feature in such campaigns?
At the heart of all that we do lies a collaborative team that thrives on pushing creative boundaries. We immerse ourselves in culture in all its forms, then filter these signals through trend relevance and adaptability to individual style, blending heritage with modernity to keep storytelling authentic; then, validate with Amazon insights and customer reviews, ensuring that every campaign is both culturally resonant and commercially relevant. It’s this balance—of being a cultural participant and a data-driven retailer—that makes inspiration instantly accessible and shoppable for our customers.
Festive fashion in India is incredibly diverse. How did you approach curating the lookbook, so it speaks to every customer’s style journey?
Festive fashion in India is never one-size-fits-all—it’s a spectrum. Our approach, as always, was to listen closely to our customers, whether in metros or tier-2 towns—and curate edits for every festival and celebratory moment, rather than offer prescriptions. The lookbook spans timeless styles to contemporary fashion, as well as beauty home and gifting picks. By anchoring the curation around moments, like a family puja, a cocktail evening, a festive brunch—we ensured customers could see themselves reflected, no matter their style, budget, or geography. And with every page scannable, MAGAZINE turns inspiration into instant discovery, creating an ecosystem that is aspirational, relatable, and accessible across every PIN code.
On a personal note, how has your own journey—from New York’s fashion world to Amazon India—influenced projects like MAGAZINE?
What inspires me most is being at the intersection of creativity, culture, and technology—the chance to help people build their own style and feel a sense of belonging. I’ve always believed in a democratic, inclusive approach to fashion and beauty, where style is deeply personal yet universally accessible.
My journey has shaped that belief. Over a decade in New York—studying at the Fashion Institute of Technology and designing for American retail brands taught me the importance of customer nuance and cultural storytelling. Returning to India, I moved from design into branding, content, and curation, and at Amazon Fashion and Beauty I’ve been able to merge those worlds with the power of scale and inclusivity. Initiatives like MAGAZINE embody that blend—editorial in spirit but democratized through technology and reach—ensuring every customer can see themselves reflected and celebrated.
Magazine: Festive Edit is not just a campaign; it is an invitation. An invitation to explore style as celebration, beauty as confidence, and fashion as belonging. For Amazon Fashion and Beauty, it is a milestone.
