Ajio Launches Netflix’s Heeramandi-Inspired Exclusive Ethnic Collection

The influence that “content” has on various industries is noteworthy. Certain elements of movies and shows capture the audiences so well that they wish to enter that world. From costumes turning into wardrobe staples to accessories becoming a fashion trend to locations turning into popular tourist destinations, content has the power to inspire.

AJIO, a premier fashion e-tailer owned by Reliance Industries, unveiled an exclusive “ethnic collection” inspired by Netflix and Sanjay Leela Bhansali’s Heeramandi: The Diamond Bazaar. Launched on April 25 under AJIO’s House of Ethnics, this limited-edition collection offers customers 250+ styles of royal, ethnic outfits. You can shop the collection here!

The collection takes inspiration from the colours, silhouettes, fabrics and embellishments adorned by the leading ladies in Heeramandi: The Diamond Bazaar. With fabrics like pure silk, tissues, georgettes, and brocades amongst others, the range represents the opulence of the world that Netflix and SLB have recreated in the series.

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The Collection

The women-focused collection comprises shararas, kurta suit sets, lehengas and saris. The range starts at Rs. 4,000 going up to Rs. 2,40,000. It boasts skillfully crafted traditional dabka hand embroidery, Parsi embroidery, beadwork as well as digital prints inspired by the show.

Moreover, the collection also includes official recreations of select attire that are adorned by the lead actresses in the show and designed by Sanjay Leela Bhansali’s team. From Zardosi to Chikankari to Gotta Patti to Banarasi, this AJIO x Heeramandi range has royalty written all over it. Even the shades of the ethnic wear are inspired by the larger-than-life show.

The select pieces aim to capture the following qualities of the characters:

• The Charisma of Mallikajaan
• The Freshness of Alam
• The Grace of Bibbo
• The Elegance of Waheeda
• The Boldness of Fareedan
• The Vibrance of Lajjo

From The Stakeholders

The idea of this partnership is to fuel fandom by giving fans a chance to own and flaunt the distinctive style of Heeramandi.

Vineeth Nair, CEO, AJIO, felt that this collaboration with Netflix for Heeramandi made a lot of sense. He said, “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. 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.”

Shilpa Singh, Senior Director, Marketing Partnerships, APAC at Netflix, said, “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.“

The Heeramandi Hype

Heeramandi: The Diamond Bazaar marks the series debut of the celebrated filmmaker Sanjay Leela Bhansali. Releasing on Netflix tomorrow, i.e. May 1, it is one of the most awaited series of 2024. Set in pre-independent India against the backdrop of a freedom movement, the series depicts the final thread holding the art of tawaifs (courtesans) that is put to the test.

This royal show is graced by beauties like Manisha Koirala, Sonakshi Sinha, Aditi Rao Hydari, Richa Chadha, Sanjeeda Sheikh, and Sharmin Segal. Prepare to be adorned with an epic saga of love, power, revenge and freedom tomorrow. Heeramandi: The Diamond Bazaar promises to be a profound celebration of art, culture, beauty, and Bhansali’s legacy.

About AJIO

AJIO House of Ethnics is a curated store with top ethnic brands like BIBA, Indie Picks, Nyrika, Aarke by Ritu Kumar, Satya Paul, Ri-wah, Global desi, Gulmohar Jaipur, Soch, and Fabindia among others. With over 3 lakh styles, it has become India’s preferred destination for ethnic fashion.

Go check out this exclusive ethnic collection of AJIO x Heeramandi if you haven’t already!