The luxury house has just revealed the name of its new muse: it is Sonam Kapoor, an Indian actress who has more than 35 million subscribers on Instagram. She will represent the women’s collections created by Maria Grazia Chiuri.
Sonam Kapoor’s presence at the Dior fashion show generated a media impact of $2.7 million
After Rosalia and Deva Cassel, the Dior house calls on the Bollywood star Sonam Kapoor to represent the brand. “A multi-talented personality, the actress, producer and fashion icon now embodies the audacity, grace and elegance of the Dior style, a constantly reinvented femininity. More than ever, this unique partnership celebrates the powerful cultural ties that have united Dior and India since the origins of the house”announced the brand in a press release.
Indian star, Sonam Kapoor was revealed in 2013 by the successful films Raanjhanaa et Bhaag Milkha Bhaag. Since then, she has had advertising contracts with major brands, such as Kérastase, L’Oréal Paris, but also IWC Schaffhausen and Chopard. In recent years, the fashion world has taken an interest in her. In 2017, she was the first Indian to close a Haute Couture show, that of Ralph & Russo, during which she was seen as a hypnotic bride.
A media aura that could be measured recently during the Dior fashion show in September 2024. According to Launchmetrics, the presence of Sonam Kapoor in the front row of the show generated a media impact of $2.7 millionallowing Dior to rise to first place among the most impactful Fashion Week brands with a total MIV of $82.7 million.
Banking on Indian celebrities has become an essential strategy for major luxury houses. Bulgari works with Priyanka ChopraTiffany & Co. with actor Ranveer Singh, while Louis Vuitton tapped Deepika Padukone. The objective: to boost their popularity in a very buoyant market. If today it represents 8 billion euros, the luxury market in India could reach between 23 and 38 billion euros by 2030 according to the latest report from Barclays bank.
