The culmination of the Blenders Pride Fashion Tour in Kolkata marks a noteworthy shift in India’s premium fashion and alco-bev ecosystems, positioning craft as a driver of differentiated value creation. Staged on a floating barge on the Hooghly River against the Howrah Bridge, the finale showcased Anamika Khanna’s AK|OK collection with actor Ishaan Khatter as showstopper. The tour’s collaboration with the Fashion Design Council of India (FDCI) reinforced the economic thesis that traditional craftsmanship; zardozi, chikankari and mirror-work can be re-engineered into premium fashion propositions through futuristic tailoring and metallic interventions.
The experiential runway, lasers, soundscape, and the curated Riverine Museum aboard The Bengal Paddle vessel supported premium brand storytelling, aligned with Pernod Ricard India’s intent to anchor Blenders Pride to cultural capital and aspirational consumption. Brand executives called the finale a strategic demonstration of how heritage and innovation converge to fuel future market expansion.
Debasree Dasgupta, CMO Pernod Ricard India, said “Future is Crafted” reflects the sector’s next phase, as Khanna and FDCI chairman Sunil Sethi emphasized confidence in craft-led premiumisation.
+ There are no comments
Add yours