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Does Zegna, Reliance Investment in Rathore Show New Phase for India Luxury Market?

The investment by Ermenegildo Zegna and Reliance Brands in Indian men’s wear designer Raghavendra Rathore marks a series of firsts for all the companies involved — and could signal a major turning point in global companies’ attitude toward Indian fashion.
The investment is the first in an Indian brand by both Zegna and Reliance, while for Rathore it represents another milestone in his career that could help turn him into a designer name recognized worldwide.
Rathore is well-known in the luxury men’s space in India for his tailoring and interpretation of the traditional men’s formalwear bandhgala, breeches and tapered waist coats — with a focus on both sophistication and style. (A bandhgala, which is said to have originated from Jodhpur, is part of Indian formalwear with its high collar, front buttons, and formfitting style.) Designers — many of whom are strongly independent and resist any steering by investors — are interested to see how the growth of his brand pans out with the new investors.
Rathore currently sells his Jodhpur brand in seven stores in India and also has a lower priced line, Imperial India Company. But it is the luxury aspect that the Zegna-Reliance brands’ investment will fuel, focusing on the fast-growing

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Via:: https://wwd.com/menswear-news/mens-designer-luxury/zegnas-reliances-investment-rathore-show-a-new-phase-for-indias-luxury-market-1202760243/