Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Aren’t Luxury Brands Signing India’s Cricketers?

India’s most idolised sportsmen have the potential to be powerful marketing vehicles for global fashion brands but only if partnerships don’t distract players from the game or cast them as elitist figures in the eyes of their diverse fanbase.

Members of India’s national cricket team ahead of the 2025 ICC Champions Trophy which they won. Clockwise from top left are Hardik Pandya, Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Shreyas Iyer. (ICC)

Praachi Raniwala

18 March 2025

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When members of India’s national cricket team unveiled their official jerseys ahead of the recently concluded ICC Champions Trophy, images of the players went viral, amplified by the huge social media following of superstars like Virat Kohli and Shubman Gill. Most fans were laser-focused on the players’ performance in the international tournament ahead — in which India ultimately emerged victorious — but more than a few also mused over the lives of these stylish sportsmen off the pitch.

Luxury’s Big Menswear Opportunity in India

As Indian men become increasingly fashion-conscious, global luxury brands must adapt to a rapidly evolving market with growing competition from local designers.

Can Global Brands See Beyond Bollywood in India?

Actors are a particularly effective way of reaching Indian consumers, but fashion brands should consider widening the net to include other famous faces like local musicians, athletes and celebrity influencers, say marketing experts.

Meet India’s New ‘It Girls’

Fashion brands like Dior, Ralph Lauren and Jimmy Choo are cosying up to a new generation of actresses, socialites and aristocrats who capture the zeitgeist in India’s rapidly growing luxury market.

About the author

Praachi Raniwala

Praachi Raniwala is a contributing writer at The Business of Fashion. She is based in India and specialises in luxury fashion, travel, and jewellery.

In This Article

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Global Markets

Location

India

War in the Gulf Tests Resilience of a Rare Bright Patch for Luxury

The escalating US-Israel conflict with Iran is rattling the aura of stability created by Dubai and the wider region, threatening one of the industry’s few bright spots.

Luxury Brands Shut Middle East Stores as Conflict Causes Chaos

Escalating conflict in the Middle East is causing major disruption and store closures for high-end and mass-market retailers, threatening a key growth engine for the global luxury industry.

Worldview | Middle East Retailers Rattled by Escalating Iran Conflict

This week’s round-up of global markets fashion business news also features Sri Lankan apparel manufacturers, Vietnam’s textile exporters and Korean brands in China.

Gulf Businesses Reel as Iran Strikes Trigger Aviation Chaos

Regional business activity has been disrupted after Iran launched strikes across Gulf nations in response to the US-Israeli assault on Tehran, triggering airport closures or restrictions in Dubai, Abu Dhabi and Doha.

Victoria’s Secret Forecasts Its Best Year Since L Brands Split

The underwear company is anticipating net sales of at least $6.85 billion in the current fiscal year, exceeding analyst estimates and marking the highest revenue since its split from L Brands Inc in 2021.

Uniqlo Aims to Grow Tenfold in India With Summer-Centric Clothes

The Japanese brand is accelerating its expansion in India to capture a greater share of the rapidly growing apparel market and affluent consumer base.

Prada Sales Climb 9% in 2025 as Versace Era Begins

Strong growth at Miu Miu helped lift results, but the Italian luxury group said that integrating Versace will weigh on margins in the near term as it begins the turnaround of the struggling brand

Oasis Pressures Kao in Latest Japan Activist Investor Push

Activist fund Oasis Management Co. is calling on the Japanese personal care company to convene an extraordinary general meeting, seeking a probe into its supply-chain risk management and internal control.

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