As India’s festive season hits full swing from October through the end of the year, with Diwali as its luminous high point, global luxury and beauty brands are matching the consumer mood like never before — seeking a deeper emotional connection and a visible presence in India’s evolving retail landscape.

In a striking first for the country, Giorgio Armani has taken over the façade of one of India’s leading premium malls — Phoenix Palladium in Mumbai — with a vibrant, immersive installation promoting its fragrance and beauty lines. Marigolds, cascading drapes, and glowing lanterns form a festive canopy of red and gold, blending traditional Indian motifs with the brand’s signature modern aesthetic.

“This is Armani’s first-ever Diwali campaign in India,” said Biju Kassim, chief executive officer of beauty at Shoppers Stop, the brand’s local partner. “This milestone reflects our vision to take experiential beauty beyond commerce and into the community. It unites the iconic heritage of Armani with our valued local partnership with Phoenix Palladium, Mumbai. As brand-to-consumer conversations evolve, we remain aligned with these changing dynamics of the Indian consumer.”

The campaign, represented by L’Oréal International Distribution (LID) and Global SS Beauty Brands, pays tribute to India’s beloved marigold — an essential part of any celebration — while integrating Armani’s signature red tones to transform the mall’s exterior. Running for 45 days until Nov. 15, the activation includes a series of in-mall events designed to drive brand engagement.

“This partnership with Armani to celebrate Diwali marks a significant milestone not just for Phoenix Palladium, but for the luxury retail landscape in India,” said Rashmi Sen, CEO of All Malls, Phoenix Mills Limited.

The move signals how international brands are now aligning with India’s cultural calendar — not just observing it, but participating in it.

Other fashion and beauty players have followed suit, bringing their own interpretations of festive luxury to Indian audiences. Ralph Lauren set the tone with an exclusive Diwali event at The Nilaya Anthology in Mumbai, hosted in collaboration with the Aditya Birla Group, the brand’s retail partner in India. Decorated with hundreds of handcrafted paper lamps, it was one of the first of the brands to mark the season. The company has expressed renewed commitment to expanding its retail footprint in the country, reflecting growing confidence in the Indian luxury market.

Actress Shanaya Kapoor at the Ralph Lauren event. Courtesy photo.

H&M, which has seen rapid growth across India, combined its celebrations of its 10 years in India with the festive season. The Mumbai celebration Oct. 2, at Famous Studios, featured a party with celebrities, fashion installations, and musical performances by artists like Raja Kumari and Usha Jey. A highlight was the launch of their new beauty line at the occasion, which includes makeup (priced at under 799 rupees, or $9.07), fragrances (starting at 1,299 rupees, or $14.76), and tools, as well as archival installations to symbolize its decade in India.

An installation at the H&M event marking Diwali. Courtesy photo.

The festivities continued with the inauguration of its newly reimagined Noida store (in the New Delhi Capital Region) at DLF Mall of India by global CEO Daniel Ervér alongside Bollywood actress Tamannaah Bhatia, underlining the brand’s commitment to India as a core growth market. H&M currently operates 66 stores across 30 cities.

Other labels — including Valentino and Sandro — marked the season with intimate evening celebrations and events for their top clients, reinforcing the trend of experiential retail.

The momentum continued with a special collaboration between French fragrance house Diptyque and Indian design label Raw Mango, which hosted a Diwali-themed event celebrating Indian craftsmanship and sensory culture — an example of how cross-cultural partnerships are becoming central to luxury storytelling in India.

Meanwhile, Bulgari deepened its cultural engagement with India by bringing the Serpenti Infinito Exhibition to the Nita Mukesh Ambani Cultural Centre (NMACC) in Mumbai — its third global stop. Present at the inauguration were CEO Jean-Christophe Babin; Laura Burdese, deputy CEO; Lucia Silvestric, executive creative director, and brand ambassador Priyanka Chopra. This edition featured over 75 works by 23 acclaimed Indian and international artists, alongside a display of Bulgari’s Serpenti heritage collection.

Priyanka Chopra and CEO Jean-Christophe Babin at the opening of the Bulgari exhibition. Courtesy photo.

As Diwali gains greater global resonance, brands beyond India’s borders are also joining in the celebration. Across cities from London and Dubai to Singapore and New York, major luxury houses are curating Diwali-inspired collections, window displays, and events — from Tiffany & Co.’s special lighting installations to Burberry’s bespoke gifting pop-ups for the South Asian diaspora.

The festival, once primarily a domestic retail driver, is now a global luxury moment — reflecting how Indian cultural capital is shaping not just regional, but international brand narratives.
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 Bvlgari Serpenti Infinito Exhibition comes to mumbai L-R _ Priyanka Chopra Jonas – Global Brand A…
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