Hermès is playing on the old adage of giving the people want they want most. The French luxury brand has launched a limited edition sari in its foray into the Indian market. With its design based on popular Hermès scarves – many of which were themselves inspired by Indian design – the brightly-coloured saris mark the first time a western company has created the wraparound garment for India’s nascent luxury market. Patrick Thomas, chief executive of Hermès International, called the saris – which will sell for $6,100 to $8,200 – a “wink” to Indian consumers."There have been a lot of connections between Hermès and India,” Mr Thomas told the FT. “Designing these saris for Indian customers is a way to pay light homage to India, and say, ‘Hermès admires India and has a lot to learn from India.’” It’s perhaps not surprising that the first offer of a sari from a western company comes from Hermès, which last year launched a bespoke Chinese brand, aimed at winning more Chinese customers while resuscitating China’s craft tradition. Yet, with western fashion businesses still struggling to sell women’s apparel in India, many experts believe the offer of saris by a major global design house is long overdue.Read Full: Hermès sari to capture India's shoppers - Fashion - news - Fashion News India, jobs, network, apparel, business
