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Alia Bhatt at the 78th Cannes Film Festival appears wearing “Gucci version of Saree” as a carefully planned marketing decision aimed at strengthening the brand’s presence in the Indian market. At a time when most luxury labels continue to lean on Western silhouettes for global events, Gucci has attempted to create visibility by referencing Indian traditional wear in a high-profile international setting.
On the final day of the Cannes Film Festival, Alia Bhatt wore a three-piece outfit designed by Gucci that closely resembled a saree, although the brand officially referred to it as a “custom Gucci gown with embroidered crystals in a GG Monogram pattern.” The look consisted of a plunging neckline bralette, a high-waisted skirt, and a
dupatta draped over the shoulder, which extended into a train. While not structured like a traditional saree, the outfit visually echoed its form, leading many fashion watchers and Alia Bhatt herself to describe it as Gucci’s first saree-inspired look.
The Bollywood actress is the first Indian global brand ambassador for the Italian luxury fashion house Gucci. She was appointed in 2023 and made her debut appearance in that role at the Gucci Cruise 2024 show in Seoul. Her presence at Cannes in an ensemble rooted in Indian aesthetics marked a continuation of that partnership and underscored her growing influence as a fashion figure on the international stage.
In addition to her association with Gucci, Bhatt also recently joined L'Oréal Paris as a global brand ambassador, further expanding her reach in the global beauty and fashion industries.
She has also been featured in advertisements for Caprese Handbags, Coca-Cola, and Garnier Face Wash. This particular Cannes appearance has received widespread attention on Indian social media, with several fashion pages and influencers highlighting the uniqueness of the outfit. On Instagram, the anonymous fashion commentary account Diet Sabya, called out the ensemble as the first of its kind from Gucci, even as the brand itself refrained from using the term “saree” in its communication. The mismatch between public perception and official language has led to an online debate about the authenticity of the label’s intent and the actual inspiration behind the outfit.
Despite the confusion over terminology, Gucci’s decision to showcase a look influenced by Indian attire on a global red carpet may signal a broader marketing objective. India is increasingly becoming an important consumer base for luxury brands, driven by the rise of aspirational spending among younger demographics. Also, India has also surpassed Japan to become 4th largest economy at $4 trillion, to overtake Germany soon, according to the NITI Aayog report.
By featuring an Indian actor in an outfit that connects with cultural identity, Gucci appears to be targeting regional pride and aligning with local sentiment.
This strategy also benefits from Alia Bhatt’s growing international recognition. As a prominent Bollywood actor and one of India’s most followed celebrities, Bhatt brings with her both national and global visibility. Her association with Gucci lends the brand access to a vast South Asian audience that closely follows celebrity fashion and luxury collaborations.
While the outfit itself became a point of discussion, the marketing value of this move lies in its ability to spark conversation. Through this collaboration, Gucci has not only placed itself at the centre of a cross-cultural fashion conversation but has also found a way to test audience response to Indian-inspired silhouettes in a global context.
This move could open up further opportunities for the brand to localise luxury in other high-growth markets.
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