A Jimmy Choo Diwali? Yes, Really
- Business Fashion Featured
Staff Writer- 16 minutes read
Why Diwali is inspiring collections from global luxury brands like Jimmy Choo, Valentino, and more
In recent years, international luxury brands have begun tailoring exclusive Diwali collections for the Indian market, reflecting the festival’s growing significance in the global retail calendar. From high-end handbags and footwear to limited-edition beauty products and curated campaigns, these brands are embracing Diwali not only to appeal to their Indian clientele but also to connect with the diaspora worldwide. This phenomenon reveals a larger trend: India’s festivals are becoming as pivotal for luxury retail as Christmas or Chinese New Year, with Diwali positioning itself as a must-not-miss opportunity for exclusive offerings.
Jimmy Choo, for instance, has been consistently launching capsule collections to mark the festival. This year’s range includes signature footwear silhouettes like the Drop Heel, Ixia, and Amel pumps, paired with festive handbags such as the Bon Bon and Sweetie. Crafted in metallics and glitter finishes, these designs are intended to reflect the celebratory spirit of Diwali. Building on the momentum from last year, when Jimmy Choo’s 2023 campaign starred actor Ananya Pandey, the brand continues to cement its place in the wardrobes of India’s affluent clientele.
In fact, Jimmy Choo is not the only brand that has associated with Pandey for their Diwali collections. Swarovski renowned for its crystal craftsmanship, also took a similar route by partnering with the actress who became the face of their Diwali marketing. In the campaign visuals, Pandey has been adorned with designs inspired by India’s delicate rangoli patterns. The previous year she was draped in three ranges—Mesmera, geometric crystals in sleek, modern designs, Millenia, with oversized stones in deep greens and gold tones, and finally, Gema, more youthful, bursting with playful hues like bright blues and fiery oranges.
Christian Louboutin, a long-time admirer of Indian craftsmanship, went so far as to even pay a visit to India to announce the festival into his collections. The Diwali Edit features bold styles like the Lady Bombay heels and flats, designed to resonate with the energy of Mumbai’s dynamic spirit. Gold accents, bright colours, and Indian motifs define these pieces, highlighting Louboutin’s appreciation for tradition while appealing to modern tastes. Louboutin’s focus on craftsmanship also reflects a broader shift, with more Western brands leveraging India’s artisanal heritage in ways that celebrate its cultural richness.
Finally, Italian house Valentino joined the fray with a particularly noteworthy launch this year: a limited-edition collection of 25 exquisitely embroidered Valentino Garavani VSLING bags, crafted exclusively for Diwali. Each bag, realised through 18.5 hours of meticulous handwork by master artisans in India, features a sophisticated leather base adorned with cascading teardrop crystals, finely cut stones, and delicate beads, exemplifying the Maison’s attention to detail. This luminous accessory not only highlights craftsmanship but also underscores how India has emerged as a critical market for luxury retail, with celebrations like Diwali rivaling traditional Western holidays in importance.
Meanwhile, Michael Kors has taken a different approach to the festive season. Though the brand hasn’t introduced new Diwali-themed products in 2024, it hosted a series of glittering Diwali parties across five Indian cities with the final bash in Mumbai in association with Lifestyle Asia. These events spotlighted the brand’s autumn/winter collection through immersive experiences, including performances by illusionists and fusion music acts. Their strategy reflects how luxury brands are not only selling products but also creating experiential touch-points to strengthen connections with their Indian audience.
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Beyond fashion and accessories, cosmetics giant Estée Lauder has made its mark with festive campaigns fronted by Miss World-turned-actor Manushi Chhillar. In 2024, the brand’s Diwali campaign underscores self-care and joy, promoting inclusivity and individuality alongside beauty. Chhillar’s presence adds star power, creating a relatable and aspirational image for Indian consumers. Last year, Estée Lauder also released a Diwali-themed kit with iconic products and a festive clutch, further entrenching the festival within its global calendar.
That same year, fashion houses like TUMI, Gucci, Charles & Keith and Coach embraced Diwali messaging with India inspired designs and targeted campaigns. Gucci introduced gold-themed versions of its iconic Horsebit 1955 and Padlock bags at flagship stores in Mumbai. TUMI’s collection of luggage and travel accessories blended Indian motifs—such as peacocks and mandalas—with contemporary design to align not only with cultural aesthetics but also with practical needs during this season. Charles & Keith released an India-exclusive burgundy evening bag featuring a gold-toned chain handle that complemented and accentuated the baroque-style tiger-and-flower gold detailing inspired by the indigenous Bagh print. Coach had placed precedence on colour over motifs with its Shine collection, showcasing metallics and dazzling details to suit the festival’s luminous visuals.
As these campaigns and collections suggest, luxury brands are recognising that Diwali presents a unique opportunity to tap into the aspirations and purchasing power of Indian consumers. Whether through limited-edition offerings or extravagant celebrations, these companies are placing Indian festivities on par with global events. In fact, their marketing extends far beyond India by actively catering to the Indian diaspora, which plays a crucial role in Diwali’s global significance. With millions of Indians living abroad, particularly in markets like the UK, UAE, and North America, Diwali celebrations have become major cultural events worldwide. Brands have begun tailoring their campaigns to tap into these diaspora communities, recognising the emotional and economic value of maintaining cultural connections during the festival season.
Most recently, much like the Michael Kors Diwali parties in India, Cartier organised a similar event in London along with Conde Nast Traveller, hosting a star-studded South Asian guest list including Jameela Jamil, Amita Suman, Eshita Kabra-Davies, and many more. Luxury retailers in the city’s Bond Street and Harrods now stock exclusive Diwali-themed products, aiming to appeal to both local shoppers and those travelling from India. In Dubai, where the Indian population makes up nearly 30% of the total, malls and boutiques host large-scale Diwali events, accompanied by promotions on luxury goods. This cross-border strategy allows international brands to maximise their reach and engagement, ensuring they remain relevant to both domestic and diaspora audiences.
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The evolution of Diwali into a global phenomenon also mirrors a shift in the way brands approach cultural holidays. No longer confined to regional markets, brands now view festivals like Diwali as an opportunity to connect with consumers on a deeper level, regardless of geographical boundaries. The rise of online shopping platforms and international shipping has further facilitated this trend, allowing customers worldwide to access exclusive collections with just a click.
For luxury brands, the Indian diaspora offers a lucrative market segment, particularly during festive seasons when consumers are inclined to spend on high-end items. It’s not just about product sales but about creating lasting brand loyalty through meaningful cultural engagement. By recognising the diaspora’s emotional connection to Diwali, these brands are positioning themselves as more than just purveyors of luxury—they are becoming part of the celebratory experience, both at home and abroad.
Ultimately, these collections reflect a deeper trend: Indian festivals are no longer niche moments on the global retail calendar. With Diwali now driving special collections across sectors—from footwear to cosmetics—India’s cultural influence is clearly shaping the future of luxury retail. As the world’s wealthiest brands continue to invest in India-specific campaigns and products, it’s evident that Diwali is not just a festival of lights—it’s a beacon for luxury brands seeking to align with the aspirations of one of the world’s most dynamic markets.
