With the mangalsutra, Italian brand Bvlgari for the first time designs exclusively for the Indian market. The minimalist mangalsutra is an 18-carat yellow gold necklace with round black onyx inserts and pave diamonds, and costs Rs 3,49,000. Its first look arrived two days before the official launch, on the cover of Vogue India’s September issue featuring global brand ambassador Priyanka Chopra Jonas wearing the piece.
The launch came ahead of the wedding season and shows that Bvlgari acknowledges India has all the key ingredients of success for the world of luxury, despite the pandemic setback. Bvlgari is known to bring highly curated experiences. Its designs take strength from the past, the reinterpretation of iconic designs, respect of traditions and ancient cultures. The brand sees the mangalsutra as a versatile statement meant for the “modern and free” woman of substance.
The launch kickstarted a debate in media circles on notions and symbols of patriarchy, but the move shows that luxury brands are making a bet on consumers wanting to indulge themselves after the hard year of the pandemic.
Modern consumers are looking for contemporary designs that are wearable yet distinctive. There is a preference for authentic experiences and craftsmanship, along with sustainability and conscious consumption.
Like brand ambassador Chopra, the designs embody the spirit of the modern-day global citizen, very much in touch with roots and traditions.
