AJIO Launches Exclusive Collection Inspired by ‘Heeramandi’

In an exciting announcement, AJIO, a prominent fashion e-tailer, revealed the unveiling of an exclusive ethnic collection inspired by Sanjay Leela Bhansali’s upcoming series ‘Heeramandi: The Diamond Bazaar’. This limited-edition collection, presented under AJIO’s House of Ethnics, offers customers access to over 250 ethnic outfit styles inspired by the series, with shopping available starting tomorrow.

According to an AJIO release, this highly anticipated collection draws inspiration from the colors, silhouettes, fabrics, and embellishments featured in ‘Heeramandi: The Diamond Bazaar’. The range showcases opulent fabrics such as pure silk, tissues, georgettes, and brocades, along with traditional dabka hand embroidery, Parsi embroidery, beadwork, and digital prints inspired by the series.

The women-focused collection includes a variety of shararas, kurta suit sets, lehengas, and saris, with prices ranging from Rs 4,000 to Rs 1,50,000. Moreover, the collection will feature official recreations of select attire worn by the leading ladies in the show, all designed by Sanjay Leela Bhansali’s team.

Vineeth Nair, CEO of AJIO, expressed enthusiasm about the collaboration, stating, “Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition, and heritage. So, when we thought of this collaboration with Netflix for Heeramandi, it made a lot of sense.”

Adding to the excitement, Shilpa Singh, Senior Director of Marketing Partnerships at Netflix, highlighted the significance of costumes in Bhansali’s stories, describing them as characters in their own right. She emphasized the opportunity for fans to own the exquisite designs worn by the leading ladies in the show.

‘Heeramandi: The Diamond Bazaar’, marking Sanjay Leela Bhansali’s series debut, is set to stream on Netflix from May 1. With its captivating storyline set against the backdrop of pre-independent India, the series promises to be a profound celebration of art, culture, and Bhansali’s cinematic legacy.