Ajio launches new ethnic wear collection with Netflix

Reliance Retail-owned fashion e-tailer Ajio has launched a new ethnic wear collection in partnership with Netflix.

Inspired by Sanjay Leela Bhansali’s web series ‘Heeramandi: The Diamond Bazaar,’ the limited-edition collection includes shararas, kurta suit sets, lehengas and saris. It also includes official recreations of select outfits worn by the actors in the series. The collection has been launched under ‘The House of Ethnics’ by Ajio.

Vineeth Nair, CEO, Ajio says, the collection explores themes rooted in Indian culture, tradition and heritage. Its launch under the ‘House of Ethnics’ enables customers to access desirable fashion to create the Bollywood-inspired look.’

Shilpa Singh, Senior Director-Marketing Partnerships APAC, Netflix, adds, the collection offers fans an incredible opportunity to own the exquisite designs worn by the leading ladies in the show.

Priced between Rs 4,000 ($50) to Rs 1.5 lakh, the collection is available for purchase exclusively on Ajio’s e-commerce platform.