The store is open for customers to shop their favourite styles from the grand collection. It also includes the official recreations of handpicked garments worn by the leading cast of the series, designed exclusively by Sanjay Leela Bhansali’s team.

Fabric and embroideryThe highly anticipated collection takes inspiration from the colours, silhouettes, fabrics, and embellishments used in Sanjay Leela Bhansali’s series. The range encompasses fabrics like pure silk, tissues, georgettes, and brocades, among others. It includes skillfully crafted traditional dabka hand embroidery, Parsi embroidery, and beadwork, as well as digital prints inspired by the series.

PriceThe women-focused collection consists of shararas, kurta suit sets, lehengas, and saris and starts at INR 4,000, going up to INR 1,50,000.

The idea behind the collectionThis partnership between AJIO and Netflix is to bring a slice of that world and make it accessible to fans on a large scale. The opportunity here is to give fans a chance to own and flaunt the distinctive style inspired by the series.

Vineeth Nair, CEO of AJIO, said, “Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition, and heritage. It serves as a means of representing and celebrating these cultural elements on screen. So, when we thought of this collaboration with Netflix for Heeramandi, it made a lot of sense. 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, said, “Costumes in Sanjay Leela Bhansali’s stories are characters in their own right, adding depth to the storyline. Heeramandi: The Diamond Bazaar will have some never-before-seen ethnic styles and fashion.”

She further 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.”

Heeramandi: The Diamond Bazaar marks the series debut of filmmaker Sanjay Leela Bhansali. It is unarguably one of the most anticipated series in 2024.

The storyline is set in pre-independent India against a burgeoning freedom movement, where the final thread holding the art of tawaifs (courtesans) is put to the test.

The exclusive collection of period attire is live on AJIO and Heeramandi: The Diamond Bazaar is currently streaming on Netflix. Get ready to celebrate art, culture, beauty, and Bhansali’s legacy.