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Indus creed With its 22nd century IT capability, 19th century infrastructure and 3rd century philosophy, India has become seductress central. During the course of the past year, it has become the currency of the future, in everything from retail to energy. Ermenegildo ZegnaS S/S 09 campaign was shot entirely in Jaipur People may object to the film showcasing poverty but we shouldn forget the interest that it garnered for India globally, says Tikka Shatrujit Singh, advisor to Louis Vuitton, one of the first luxury brands to set shop in India in 2004. With the granting of 51 per cent FDI in single brand retail, even more global haute houses seeking new brand frontiers arrived to set up shop. Christian Dior, Chanel, Dunhill, Gucci, Zegna were among the first arrivals. With the opening of luxury malls in Delhi, Mumbai and Bangalore, players like Armani, Bottega Veneta and Fendi have followed suit. far the results are great, we hope more shops will follow, says designer Paul Smith on the success of his two stores in India. And it not just the location. Canalis India centric campaign, titled The Journey, was a tribute to the luxurious voyage on the Orient Express India seems to be inspiring everything, everywhere. Think clothes, cosmetics and watches. The feisty lioness of the subcontinent has become the favourite pied a terre for fashion finest. Ermenegildo Zegna, Herm and Canali have even given the country a lead role in their advertising campaigns. Even though most of them have a romanticised perception of Indian luxotica, these campaigns in 2008 and early 2009 cemented our place in the collective conscience of global fashion. the very name conjures up the spirit of adventure, a sense of mystery and majesty, and a thousand images of light and colour and rich silks and elaborate embroidery, says designer Giorgio Armani. The local advertising world seems pleased. Says Nirvik Singh, chairman of Grey Asia: is a large market and offers exotic locations. So for brands looking for a certain amount of mystique, India is the best bet. All of which works in favour of these luxury brands. Plus, as Subhash Kamath, managing partner of BBH, explains: and the US are not showing any growth pattern while India is a growing economy, which is very attractive LSU Tigers 17 Morris Claiborne Purple Stitched NCAA Jersey for these brands. India new role as an emerging player in the global fashion and luxury industry has been given interesting form by its suitors. Zegna s/s 09 campaign, shot last July, illuminates the collection against Jaipur palaces, street markets and tea parties on the lawn. was the first time that we had a collection inspired by India, says Anna Zegna, 2011 ncaa bracket image director of the brand. Canali India centric campaign, titled The Journey, represents a ride that reminiscent of the Raj. Herms regal, colourful and comical S/ S 08 campaign featured Indian model Lakshmi Menon idea was to remind one of the journeys that people took on the Orient Express, says Elisabetta Canali, global communication director. Trails of Indian dust are also visible in Paul Smith a/w 09 campaign. had a boy in a Prince of Wales check suit lying on a couch covered with bright fabrics and Indian cushions. Another shot showed a girl on a horse, the fabric on the horse being bright pink silk from India, says Smith. With Indian Fantasies as Herm theme in 2008, it was only fitting that Indian model Lakshmi Menon played the lead role. The f/w campaign carried on the India theme but featured model Mariacarla Vols Blank White Stitched NCAA Jersey Boscono. If it wasn India, then an Indian was the muse for Kenneth Cole We All Walk in Different Shoes campaign. Splashed along Fifth Avenue was proudly turbaned Indian American lawyer Sonny Caberwal. All the campaigns seem to be a calculated move towards forging an intimate bond with the value conscious Indian consumer. what the brands really need to do is crack the value proposition by researching how the products should be priced. They need to find a sweet spot for an accessible premium. Brand arrogance may not work here, says Kamath.

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