Much like their Hollywood counterparts, Bollywood stars often borrow these luxurious garments from top designers and return them after the event. This intricate process involves several key players, from stylists and designers to PR teams and insurance providers, all working seamlessly to create unforgettable looks.  

Stylists: The Fashion Architects

Bollywood stylists are the unsung heroes behind the impeccable looks of stars like Deepika Padukone, Alia Bhatt, and Ranveer Singh. Renowned stylists such as Ami Patel, who styles Priyanka Chopra Jonas, and Anaita Shroff Adajania, known for her work with Deepika Padukone, play a critical role in this process. They maintain close relationships with fashion designers and their PR teams, staying updated on the latest collections and trends.

When a celebrity needs an outfit for an event, the stylist reaches out to the designer’s PR team to request specific pieces. The stylist's keen eye for fashion and deep understanding of the celebrity's personal style and the event's theme ensure a perfect match that highlights both the star's persona and the designer's creativity.

Stylists' Fees: Celebrities hire professional stylists to curate their looks for events. Stylists charge fees for their services, which can vary significantly based on their experience and reputation. Top stylists like Ami Patel and Anaita Shroff Adajania command premium rates for their expertise and established connections with leading designers.  

Designers and their PR Teams

Designers like Manish Malhotra, Sabyasachi Mukherjee, and Abu Jani Sandeep Khosla are key players in lending couture outfits to Bollywood stars. Their dedicated PR teams handle the logistics of lending these garments. When a stylist requests an outfit, the PR team evaluates the request based on the celebrity’s prominence, the event’s visibility, and the alignment with the brand’s image.

For example, during events like the Filmfare Awards or Cannes Film Festival, designers showcase their latest collections, which are quickly circulated among top stylists. The visibility of a Bollywood star wearing their creation generates significant media coverage and social media buzz, providing invaluable marketing for the designer.

No Direct Payment: In most cases, designers do not charge celebrities directly for borrowing couture outfits. Instead, the arrangement is seen as a mutually beneficial marketing strategy. When a celebrity wears a designer's outfit at a high-profile event, it provides the designer with valuable exposure and media coverage, which can translate into increased brand recognition and sales.

PR and Media Coverage: Designers benefit from the extensive media coverage that follows a celebrity appearance. This exposure is often worth more than any rental fee could provide, as it positions the designer's brand in the public eye and creates buzz in fashion circles.    

The Fitting Process  

Once a garment is selected, it undergoes a meticulous fitting process to ensure it fits the celebrity perfectly. This often involves temporary alterations, which are carefully undone once the garment is returned. High-fashion houses typically have in-house tailors who handle these adjustments, ensuring the garment maintains its integrity and original design.  

For instance, when a celebrity like Kareena Kapoor Khan is set to walk the red carpet, multiple fittings may be necessary to achieve the perfect look. These sessions are time-consuming but crucial for creating a flawless appearance that captivates audiences and media alike.

Service Costs: Additional costs may include fees for fittings, alterations, and the logistics of transporting the garments to and from the celebrity's location. These costs are typically covered by the celebrity or their management team.  

PR and media coordination  

Public relations and media teams are essential in managing the borrowing process. They coordinate between the stylist and the designer, ensuring that the right pieces are available and properly fitted. These teams also handle the logistics of shipping and returning the garments.  

Moreover, PR teams work to maximize the media impact of a celebrity wearing their designer’s outfit. They collaborate with photographers, journalists, and social media influencers to ensure widespread coverage of the look. The goal is to create a buzz that highlights the designer’s creativity and craftsmanship.  

Insurance and Security Measures  

High-fashion couture pieces can be worth tens of thousands of dollars, making insurance and security vital components of the borrowing process. Couture garments are typically insured for their full value, covering potential damage or loss. Insurance providers assess the risk associated with lending the garments and create policies that protect the designers’ investments.  

Security measures are also in place, particularly for high-profile events. Garments are often transported with security escorts, and meticulous records are kept to track the condition of the pieces before and after their use. This ensures that the designers receive their garments back in pristine condition. The logistics of transporting high-value garments safely can also be costly. This includes secure packaging, transportation with security escorts, and tracking to ensure the garments' safe return.

These expenses are often absorbed by the designer, as they are part of maintaining the garment's integrity and ensuring it can be loaned out multiple times. High-value couture garments are usually insured for their full value during the borrowing period. Insurance costs can be significant, especially for intricate and expensive pieces. These fees are typically covered by the designer or shared between the designer and the celebrity’s team.  

Event Day and Aftercare  

The celebrity wears a couture outfit on the day of the event, often paired with complementary pieces like jewelry and shoes. Photographers capture their entrance, and media outlets cover the look extensively. After the event, the garment is carefully cleaned and restored to its original condition before being returned to the designer.  

The return process is handled with the same attention to detail as the borrowing process. The garment is inspected for any damage, cleaned by professionals who specialize in delicate fabrics, and packaged securely for its return journey. This meticulous care ensures that the couture pieces can be loaned out multiple times, maintaining their allure and value. After an event, the garment must be professionally cleaned and restored to its original condition before being returned to the designer. These cleaning costs can be substantial, especially for delicate couture pieces that require special care.

Typically, these costs are borne by the designer, although in some cases, the celebrity's team may cover them. If a garment is damaged during its use, the costs for repairs are usually covered by the insurance policy. However, minor wear and tear that is not covered by insurance may be addressed by the designer's in-house team, adding to the overall maintenance costs.  

Mutual Benefits for Designers and Celebrities

For designers, lending couture outfits to Bollywood stars is a strategic marketing move. The visibility gained from a celebrity wearing their creations can significantly boost brand recognition and desirability.

It positions the designer as a key player in high fashion, attracting new clients and media attention. Celebrities, on the other hand, benefit from wearing unique and exclusive pieces that enhance their public image. Access to high-fashion garments elevates their style status and ensures they make memorable appearances at major events.

This symbiotic relationship between designers and celebrities drives the fashion industry’s constant evolution and innovation. In some instances, a designer may create a custom outfit specifically for a celebrity. These bespoke pieces are often gifted to the celebrity as part of the marketing strategy, especially if the designer aims to build a long-term relationship with the star. In such cases, no payment is involved, but the designer absorbs the entire cost of creating the garment. For exceptionally high-profile events or endorsements, there may be financial arrangements where designers compensate celebrities for wearing their outfits. This is less common, but it can occur in cases where the designer seeks significant exposure or alignment with a particular star's brand.    

Case Studies: Bollywood’s Couture Moments  

Deepika Padukone, a global icon, often stuns at the Cannes Film Festival in couture pieces by designers like Zuhair Murad and Ashi Studio. Her looks are meticulously planned and often involve multiple fittings and extensive media coordination to ensure maximum impact.  

Priyanka Chopra Jonas at the Met Gala: Priyanka’s bold fashion choices at the Met Gala, such as her Dior ensemble, are a result of close collaboration between her stylist, designer, and PR team. These high-profile events require precision and creativity to make a lasting impression on the global stage.  

Sonam Kapoor at the Filmfare Awards: Known for her fashion-forward choices, Sonam Kapoor’s appearances at the Filmfare Awards in outfits by designers like Elie Saab and Ralph & Russo highlight the seamless process of borrowing couture pieces. Her looks are often a blend of traditional and contemporary, reflecting her unique style.  

Conclusion  

The practice of Bollywood celebrities borrowing and returning couture outfits is a complex and collaborative effort involving stylists, designers, PR teams, insurance providers, and security personnel. Each player in this process ensures that the garments are handled with care and that the designer’s creations receive maximum exposure. This intricate system not only showcases the artistry of high fashion but also cements the bond between the worlds of celebrity and couture, driving the fashion industry's constant evolution and innovation.