New Delhi: Radico’s biggest fashion reveal just redefined runway drama. In an electrifying twist, models emerged straight out of giant liquor boxes, stunning the crowd and setting the stage on fire. This jaw-dropping spectacle blended high fashion with bold branding, showcasing Radico’s flair for the unexpected.

The main highlight of the show was Sangam, described as a “world malt whisky,” which is a carefully crafted blend of Indian malts and malts sourced from the West. This innovative approach combines the distinct characteristics of different regions to create a complex and nuanced flavour profile. The blend offers a unique drinking experience, incorporating both familiar and unexpected notes. This careful attention to detail mirrors the precision and artistry seen in the accompanying fashion designs.

Complementing Sangam is Jaisalmer gin, a premium gin distilled and crafted entirely in India. Its unique composition includes eleven botanicals, seven of which are indigenous to India, highlighting the rich biodiversity of the region. This dedication to local ingredients not only contributes to its unique flavour profile but also underscores a commitment to supporting local producers.

Initially launched in Germany with considerable fanfare, Jaisalmer gin has achieved remarkable success, currently being exported to 46 countries worldwide. This international recognition reflects the high quality and distinct character of the gin.

The fashion show itself was a captivating spectacle. Models revealed striking designs inspired by the aesthetic and philosophy of Sangam and Jaisalmer. The show’s creative director praised the tremendous effort involved in bringing the vision to life, emphasising the collaborative nature of the project. The event successfully integrated the visual language of fashion with the sensory experience of fine spirits, producing a holistic and immersive experience for attendees.

This innovative approach to brand collaboration signifies a new era of cross-industry partnerships, where creativity and commerce intertwine to create a powerful and unforgettable impact. This fusion of art and commerce offers a strong precedent for future similar projects, highlighting the untapped potential for cross-promotional efforts between diverse industries.