Peter England, one of India’s leading menswear brands and part of Aditya Birla Fashion and Retail, has collaborated with Bollywood filmmaker Karan Johar for the launch of its latest campaign, ‘The Bollywood Wedding.’ This collection celebrates the opulence and charm of Bollywood weddings, blending traditional elegance with contemporary style.
The campaign film takes viewers through Karan Johar’s humorous attempt to name the collection, filled with iconic Bollywood wedding references like ‘Dulha Sajake Rakhna’ and ‘Baarat Ho Toh Aisi.’ These playful names embody the glamour and theatricality of Indian cinematic weddings. Johar’s final choice, ‘The Bollywood Wedding,’ resonates with his vision of the collection as a blockbuster hit, one that will captivate audiences with its appeal, reported The Economic Times.
The collection, designed for grooms and their entourages, includes classic two- and three-piece suits, velvet bomber jackets, and tailored shirts, all crafted with premium fabrics to offer a sophisticated yet festive look. Each piece blends international aesthetics with luxurious materials, offering a refined but glamorous look perfect for wedding celebrations.
Anil S Kumar, COO of Peter England, shared, “Partnering with Karan Johar—an icon in both film and fashion—reflects our commitment to helping grooms and their groomsmen look their best on their big day. This collection brings together global style and Bollywood flair, making Peter England the ultimate destination for wedding fashion.”
Karan Johar expressed his excitement over the partnership, stating, “The Bollywood Wedding collection exceeded all my expectations. It’s a perfect blend of Bollywood glamour and modern elegance, and I’m honored to be part of this exciting launch.”
The campaign is being promoted across over 150 Peter England stores in India, utilizing both traditional and digital media channels. The brand also plans to engage customers with on-ground activations and content collaborations, amplifying Johar’s signature bold and glamorous style to a wider audience.
This festive season, Peter England is redefining wedding fashion, bringing the allure of Bollywood-inspired sophistication to the modern man’s wardrobe.
Key Highlights:
- Bollywood-Inspired Collection: Peter England collaborates with Karan Johar to launch ‘The Bollywood Wedding’ campaign, celebrating glamour and tradition.
- Wedding Attire Range: The collection includes classic suits, velvet jackets, and tailored shirts, combining international style with Bollywood elegance.
- National Campaign: Promoted across 150+ stores, the campaign leverages digital and traditional media for widespread reach.