the catwalk, product placement’s next frontier
Fashion and film are two industries that like to cross-pollinate, but Bollywood proves exceptionally fertile ground for cinematic style collaborations. Take Narendra Kumar’s collection for Sunsilk, India’s biggest haircare brand, at LFW. Sunsilk is an investor in director Madhur Bhandarkar’s upcoming garment industry exposé, Fashion, which will explore the Indian style world’s seamy underbelly (think lots of sex and drugs, with bhangra substituting for the rock ‘n’ roll). Kumar styled much of the movie, including many of the fashion show scenes, and in a case of life imitating art, he inaugurated a new line titled Nari-Nari and enlisted three of the movie’s stars to walk the runway in real life: Mugdha Godse, Kangana Ranaut, and A-list mega-actress Priyanka Chopra. They made for an energetic show with only one downside—the overt branding felt a bit too much like a marketing exercise. Still, it certainly got our attention, and now we’re dying to see the movie, which promises all the fun of Prêt-à-Porter with an R-rated Indian attitude.