Reliance Brands Limited, a subsidiary of Reliance Retail Ventures, has entered into a partnership with British designer Stella McCartney to launch her luxury label in India. Known for championing animal-free materials, McCartney’s brand counts global celebrities such as Taylor Swift and Meghan Markle among its clientele in the ethical luxury segment.
Although the financial terms of the licence agreement were not disclosed, people familiar with the development said standalone stores are expected to open within the next six months, alongside online sales through the Ajio Luxe platform. Reliance Brands confirmed that the collaboration will introduce McCartney’s cruelty-free ethos to Indian consumers through ready-to-wear collections, vegan footwear and handcrafted accessories.
A spokesperson for Reliance Brands said that Stella McCartney represented more than a fashion label, describing her as a pioneer of a conscious luxury movement that challenges conventions and redefines the way the world views fashion. The spokesperson added that India’s growing base of environmentally aware, style-conscious consumers provided an ideal landscape for the designer’s mission to flourish.
According to a Bain & Co report, India’s luxury market is projected to reach between US $ 85 billion and US $ 90 billion by 2030, driven by rising numbers of ultra-high-net-worth individuals, expanding entrepreneurship, a growing middle class, deeper ecommerce penetration, and demand from Tier-2 and Tier-3 cities. Currently, the premium and bridge-to-luxury fashion market in India is valued at US $ 7.86 billion.
Founded in 2001, Stella McCartney’s label operates 47 retail locations worldwide and is distributed in more than 70 countries. The designer, daughter of Beatles musician Paul McCartney and animal rights activist Linda McCartney, has consistently refused to use leather, fur or exotic skins in her products. Globally, demand for sustainability-led fashion has increased, particularly among younger consumers, making such brands far more viable than a decade ago.
A spokesperson for Stella McCartney said the company was delighted to bring its conscious luxury movement to India and looked forward to connecting with changemakers eager to build a fashion industry that is kinder to the planet and its creatures.
Reliance Brands, which already operates over 1,500 stores across fashion and accessories, has existing partnerships with international labels including Valentino, Bottega Veneta and Burberry. Within India’s luxury retail sector, it competes with the Aditya Birla Group, which has investments in Sabyasachi, Shantanu & Nikhil and Tasva, and has tied up with Galeries Lafayette to bring the French department store chain to the country.
