Reliance Brands Limited (RBL), the retail arm of Reliance Retail Ventures, has entered into a partnership with British designer Stella McCartney to launch the sustainable luxury label in India.
According to people aware of the matter, the brand, globally recognised for its refusal to use leather, fur, or exotic skins, will debut with standalone stores over the next six months and an online presence on Reliance’s Ajio Luxe platform.
Stella McCartney
Founded in 2001, the London-headquartered label operates 47 stores worldwide and has a presence in more than 70 countries. It counts celebrities such as Taylor Swift and Meghan Markle among its patrons. Stella McCartney, daughter of Beatles’ Paul McCartney and activist Linda McCartney, has been at the forefront of promoting “conscious luxury” through animal-free, sustainable fashion.
“Stella McCartney is more than a fashion brand — she is a pioneer of a conscious luxury movement that challenges conventions and redefines the way the world experiences fashion. India’s growing base of environmentally aware, style-conscious consumers presents the perfect landscape for Stella’s mission to thrive,” a Reliance Brands spokesperson said.
The collaboration will bring ready-to-wear collections, vegan footwear and accessories to Indian consumers. The company did not disclose the financial terms of the agreement.
Luxury portfolio
For the Ambani-owned retailer, the deal adds another marquee name to its luxury portfolio, which already includes Valentino, Burberry and Bottega Veneta. RBL operates more than 1,500 stores across premium and luxury categories. It competes in this space with Aditya Birla Group, which has stakes in Sabyasachi, Shantanu & Nikhil and Tasva, and has partnered with Galeries Lafayette to bring the French department store chain to India.
Globally, demand for ethical luxury has been rising, particularly among younger buyers. In India too, the addressable market is expanding. A Bain & Co. report estimates the country’s luxury market will grow to $85-90 billion by 2030, driven by a rising number of ultra-high-net-worth individuals, a strengthening middle class, and consumption from beyond metros. The premium and bridge-to-luxury fashion segment alone is pegged at $7.86 billion.
“We are thrilled to be bringing our conscious luxury movement to India and developing stronger connections with like-minded changemakers who want to build a fashion industry that is kinder to Mother Earth and our fellow creatures,” a spokesperson for Stella McCartney said.