Ajio partners with Netflix for Heeramandi inspired ethnic collection

Reliance Retail-owned fashion e-tailer Ajio has partnered with Netflix to launch an ethnic collection inspired by Sanjay Leela Bhansali’s web series ‘Heeramandi: The Diamond Bazaar’.

Launched under Ajio’s House of Ethnics, the limited-edition collection consists of shararas, kurta suit sets, lehengas and saris.

The collection will also include official recreations of select outfits worn by the actors in the series.

Commenting on the collection, Vineeth Nair, CEO of Ajio in a statement said, “Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition and heritage. Ajio’s House of Ethnics was the perfect launchpad for this limited-edition collection, enabling access to the fashion that customers adore and helping them create that dreamy Bollywood-inspired look.”

Shilpa Singh, Senior director marketing partnerships APAC at Netflix added, “This collaboration to bring the new and exclusive collection from the Ajio House of Ethnics inspired by Heeramandi is an incredible opportunity for fans to own the exquisite designs worn by the leading ladies in the show.”

The collection priced between Rs 4,000 ($50) to Rs 1.5 lacs will be available for purchase exclusively on Ajio’s e-commerce platform.