Maisons Look Beyond the Stars

Bollywood alone can no longer shape India's cultural narrative. Today's consumers demand authentic, meaningful stories.

- Sujata Assomull

Luxury French house Chanel, Italian menswear label Paul & Shark and homegrown wellness brand Kama Ayurveda (owned by Spanish beauty and fashion conglomerate Puig) have recently announced Indian faces as their global ambassadors. While beauty, jewellery and watch brands have long worked with celebrities like Shah Rukh Khan, Aishwarya Rai Bachchan and Priyanka Chopra Jonas, the real game-changer was the appointment of actor Deepika Padukone as Louis Vuitton's global ambassador in 2022. It was more than just a celebrity endorsement—the move reflected how legacy luxury brands were making India a central part of their global narrative.

Soon, Alia Bhatt became Gucci's global face. A year later, in 2023, Sonam Kapoor was named Dior's ambassador. Chanel followed suit, tapping in Gen Z favourite Ananya Panday as its face earlier this year. These women, all actors with global visibility and massive social media reach, represent a new era of brand ambassadorship, shaped by glamour and influence.