In Case You Missed It

Welcome to ICYMI*, In case you missed it, our weekly debrief of the trends we spotted first making it to the mainstream and the thought-provoking insights you need to know, curated by our in-house experts. 

Are you hooked on Netflix’s captivating new period drama Heeramandi: The Diamond Bazaar? The show is based on the Indian independence movement against the British Raj and peeks into the lives of 1920s tawaifs (courtesans) in the red-light district of Heera Mandi, Lahore.

Every scene is dripping with decadence, luxury and indulgence. The fashion, courtesy of luxury Indian brand Rimple & Harpreet, necessitated two years of research and deep dives into archival materials. In an interview with Times Now, the designer duo said they aimed to deliver costumes that are ‘deeply rooted in the vibrant cultural mosaic of the era, with a meticulous focus on historical authenticity.’ In our State of Luxury: India market report, foresight analyst Simar Deol highlighted the necessity for luxury brands to recognise local culture and craftsmanship to find resonance in the region.

Bollywood plays a crucial role as a powerhouse bringing Indian culture to 1.4bn Indian citizens, the Indian diaspora and an international audience via platforms like Netflix. Heeramandi: The Diamond Bazaar has already made history as the second most-watched non-English series in its first week on Netflix, garnering 4.5m views.

Become an LS:N Global member now to access our Luxury States: New Codes of Luxury 2024–2025 macrotrend report and learn more about how brands must be actively seeking to create, curate and lead culture.