Luxury apparel, accessories, and jewellery brand Sabyasachi launched its 2024 bridal couture collection with an Instagram exclusive showcase on July 18. The label will then debut the collection in its flagship stores on July 19.
“For 25 years we have designed heritage bridal ensembles for our South Asian customers worldwide,” announced Sabyasachi on Instagram, launching the new line with a series of reels. “Seeing the surge of multicultural diaspora weddings, we bring a new inclusive language to Indian couture bridal that introduces the joys of our textiles, crafts, and design to the world. For culture to be relevant, it must be dynamic.”
The collection debuted with a series of short videos showing models of diverse backgrounds modelling classic desi occasion wear in nature. The collection was inspired by ‘The Garden of Time’ by J G Ballard and features clothing, fine jewellery, and accessories.
Sabyasachi has been increasingly focusing on the global fashion market. The business opened its first international store in New York, US in October 2022 and has held numerous US pop-ups for its fine ‘High Jewellery’ line. Last year, Sabyasachi held a jewellery showcase in Dubai and collaborated with international businesses including Disney and Morgenthal Frederics.
In 2024, the label has already created an exclusive fine jewellery collection for US department store Bergdorf Goodman, launched a lipstick range with Estée Lauder, launched a pop-up at Saks, US, and collaborated with Nilaya for a home textiles line. Following these increasingly international endeavours, Sabyasachi is updating its campaign branding to reflect its global approach to heritage fashion.
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