As luxury brands set their sights on India’s promising market, Christian Dior Couture has made a significant move by welcoming Bollywood superstar Sonam Kapoor as a brand ambassador for the exquisite womenswear line designed by Maria Grazia Chiuri.
Sonam Kapoor, enjoying the status of Bollywood royalty, is the daughter of Anil Kapoor, a prominent figure in Indian cinema. She gained fame in the 2010s, starring in a blend of acclaimed films and popular blockbusters, with her notable performance in the 2016 film “Neerja,” which resonated with audiences and became one of the highest-grossing movies fronted by a female lead in Indian box office history.
In her illustrious career, Kapoor has also served as a brand ambassador for renowned names like L’Oréal and IWC Schaffhausen, further showcasing her influence through a memorable advertisement for Pepsi. Beyond the world of fashion and film, she has established herself as a fervent advocate for contemporary art, recently taking a seat on the Tate Modern’s South Asia acquisitions committee.
After a two-year hiatus for motherhood, Kapoor is poised for a grand return to the silver screen, with plans for a major project set to begin filming in early 2025, although specifics about the production remain closely guarded.
Dior expressed their enthusiasm for Kapoor’s appointment, describing her as a multi-talented individual who epitomizes the boldness, elegance, and grace synonymous with the Dior brand. “With this unique partnership, we celebrate the rich cultural connections that have linked Dior to India from the very inception of the house,” the brand stated.
In the past few years, Dior has actively worked to reinforce its ties to India—a hub of artisanal craftsmanship, particularly known for its embroidery and embellishment techniques. As luxury spending by Indian consumers is projected to surge to between €25 to €30 billion annually by 2030, according to insights from Bain & Company, the country serves not only as a key supplier but also as a promising market for luxury brands. Notably, last March, Dior showcased its pre-fall 2023 collection during an extravagant multi-day event held in Mumbai.
The collaboration with Sonam Kapoor is part of a broader trend where luxury brands align themselves with Indian actresses. This strategy aims to engage not just customers within India but also those in the South Asian diaspora. Other high-profile collaborations include Ananya Panday with Jimmy Choo, Alia Bhatt with Gucci, Deepika Padukone with Louis Vuitton and Cartier, as well as Priyanka Chopra Jonas with Bulgari.
