Why Global Brands Are Obsessed With Desi Celebs

It’s raining endorsements for Indian actresses as global luxury brands are busy cherry-picking popular Bollywood beauties to represent their latest fashion offerings across the world.

Reportedly, India is set to be the world’s third-largest fashion market, and to woo consumers with deep pockets and create a sense of inclusivity, luxury brands are roping in popular desi figures for their latest ad campaigns and photo shoots. Sharing an interesting insight, Jyotika Jhalani, founder of Janavi India, says, “The world is looking at India in more than one way. Deepika, Alia, and Priyanka have taken the bar to another level by doing international campaigns. However, it makes a huge difference when you look at Dior doing a show in Mumbai and employing Indian artisans — that got a lot of eyeballs to India at global luxury space.

Designer Somya Goya agrees India is a huge market for luxury brands, and to enter here they need to promote it through popular opinion leaders. She highlights, “Alia Bhatt’s association with Gucci or Deepika Padukone as a global ambassador of Louis Vuitton has created a buzz around the world about these women leading the Indian luxury retail market. As per the research, consumers tend to trust the product more when there is a reliable face to it. With these women creating a benchmark for style sensibilities, the consumers are expected to invest in these products.”

WIN-WIN FOR ALL

On one hand, Indian representation in the Western market is considered to be a huge deal, but on the other hand, it also helps the local fashion economy to grow. Designer Yuv Bharat Ram, founder of the label Primal Gray, points out, “Western brands are realizing the massive consumption power of Indian consumers. However, I think it’s important that we see ourselves represented by these brands and see a face that represents us. It will help these luxury brands help build a larger audience in India and also garner a following through the respective Indian models and actors. By giving South Asian faces the spotlight as brand ambassadors, global brands will help the respective country’s fashion industry also. With such associations, the actors get more eyes on them and their pages due to being international ambassadors. So whichever designer they choose to promote from their home countries will automatically see a rise in a global audience, which can help build and transform their businesses.”

BRIDGING THE GAP

Luxury brands have astutely recognized the potential of the burgeoning Indian luxury consumer market and are employing a sophisticated approach to connect with potential consumers. By enlisting the services of Indian models and actors, they are not only forging a connection with the Indian audience but also facilitating a cultural exchange between the East and West. According to Nikita Parecha, co-founder of That’s A Wrap, “This strategic moveis poised to establish Western luxury brands as an integral part of the Indian market, which is rapidly gaining prominence in the global luxury goods industry.

Employing South Asian faces as brand ambassadors, including Korean, Indian, and Chinese actresses, holds immense potential for transformative impact on their local designers and the in-house fashion industry. These ambassadors embody diversity and inclusivity, resonating with a global audience and providing a coveted platform for local designers to showcase their exceptional talent internationally. By breaking cultural barriers and fostering cross-cultural exchange, they cultivate widespread recognition and acceptance of South Asian designs, expanding market reach and nurturing growth prospects. Furthermore, the presence of South Asian brand ambassadors fosters a deep sense of pride and ownership among local consumers, forging an emotional connection and rallying support for the local fashion industry. The whole approach unlocks remarkable opportunities, propelling local designers, fueling economic expansion, and fostering a tapestry of cultural exchange within the in-house fashion industry.”

INCLUSIVE REPRESENTATION

In the world of luxury fashion, the sudden obsession with Indian models has become a captivating trend that is hard to ignore. Enticed by the country’s booming consumer market and the allure of Indian talent, luxury brands are approaching Indian models and actors to represent them on the global stage, grace prestigious runways, and adorn the covers of esteemed fashion magazines. Digital content creator and luxury expert Sampada Soni, adds her insight, “With India’s rich cultural heritage and vibrant fashion scene, these models bring a fresh and captivating appeal that resonates with both local and international audiences. Through their collaborations, luxury brands aim to tap into the aspirational desires of Indian consumers and showcase their products in a way that aligns with India’s diverse aesthetics. This trend signifies a shift towards a more inclusive and global representation of luxury, bridging cultures and embracing the diverse beauty of Indian models. As the fashion industry continues to evolve, the impact of this obsession is poised to shape the image of the Indian luxury consumer market, opening new doors of opportunity and redefining the standards of beauty and luxury.”