Indian fashion e-tailer AJIO launches an ethnic collection inspired by Netflix's "Heeramandi: The Diamond Bazaar" series.

AJIO, a top Indian fashion e-tailer, has launched an exclusive ethnic collection inspired by Netflix's and Sanjay Leela Bhansali's upcoming series, "Heeramandi: The Diamond Bazaar." The limited-edition collection, under AJIO's House of Ethnics label, offers over 250 styles of ethnic outfits, including shararas, kurta suit sets, lehengas, and saris. The line also includes official reproductions of select outfits worn by the leading ladies in the series. The collection, which ranges in price from INR 4,000 to INR 1,50,000, incorporates traditional handcrafted dabka embroidery, Parsi embroidery, beadwork, and digital prints inspired by the show's aesthetics. The collaboration aims to bring a slice of the series' world to fans at scale and fuel fandom by providing access to the distinctive styles.

April 24, 2024
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