Ajio Launches Ethnic Collection Inspired By Heeramandi: The Diamond Bazaar.

Ajio Launches Ethnic Collection Inspired By Heeramandi: The Diamond Bazaar.

Reliance Retail’s online fashion platform Ajio has launched an ethnic collection inspired by Netflix and Sanjay Leela Bhansali’s Heeramandi: The Diamond Bazaar.

Launched under Ajio’s House of Ethnics, this limited-edition collection will offer customers over 250 styles of ethnic outfits inspired by the series.

The collection takes inspiration from the colours, silhouettes, fabrics and embellishments used in Heeramandi: The Diamond Bazaar.

The range encompasses fabrics like pure silk, tissues, georgettes, and brocades among others, that represent the opulence of the world that Netflix and Sanjay Leela Bhansali have recreated in the series.

It includes skillfully crafted traditional dabka hand embroidery, Parsi embroidery, beadwork as well as digital prints inspired by the series.

The women-focused collection consists of shararas, kurta suit sets, lehengas and saris. Moreover, the collection will also include recreations of select attire adorned by actresses in the show.

“Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition and heritage,” Vineeth Nair, CEO at Ajio said.

“Ajio’s House of Ethnics was the perfect launch pad for this limited-edition collection, enabling access to the fashion that customers adore, helping them create the dreamy Bollywood-inspired look,” Nair added.

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 300,000 styles, Ajio House of Ethnics has become India’s preferred destination for shopping for ethnic fashion.

Ajio is a fashion-first platform offering over 6,000 brands and 1.7 million styles with a wide variety of exclusive international brands, owned labels and homegrown brands.