The Blenders Pride Fashion Tour concluded its latest edition in a spectacle designed to reshape premium fashion consumption and branding strategy in India. Transforming the Hooghly River into a runway against the Howrah Bridge, the finale featured designer Anamika Khanna’s AK|OK label and actor Ishaan Khatter as showstopper. In collaboration with the Fashion Design Council of India (FDCI), the showcase dismantled conventional zardozi, chikankari and mirror-work to rebuild them using futuristic tailoring, metallic accents and cosmic-inspired graphics.
The presentation unfolded as experiential theatre: divers, scaffolding, lasers and smoke effects setting momentum, culminating with Khatter’s arrival by speedboat. Guests previewed curated maritime artefacts at The Bengal Paddle’s Riverine Museum, strengthening the narrative of heritage blended with innovation. Pernod Ricard India executives described the finale as a statement of crafting new consumer aspiration platforms for the Blenders Pride brand.
Kolkata’s premium alcobev and designer retail segments are expanding, supported by rising disposable incomes and experiential spending. Traders expect the finale’s visibility to bolster festive and wedding-season consumption, particularly among aspirational young buyers drawn to narratives linking craft tradition with modern luxury.
Debasree Dasgupta, CMO Pernod Ricard India, said “Future is Crafted,” highlighting brand vision, while Khanna and FDCI Chairman Sunil Sethi expressed confidence in craft-led premium growth.
