It was an ordinary Diwali shopping day, as shoppers were preparing for the celebrations of the festival of lights when Paris Hilton surprised on-goers at the Phoenix Mall in Mumbai.
A launch tour to promote the 26th edition, Ruby Rush, into her collection of perfumes, the fashion icon stunned onlookers in a low-cut beaded jumpsuit from renowned homegrown designer Shubhika Sharma, who owns the label Papa Don’t Preach.
It was a proud moment for the Indian designer to see her outfit on one of the most influential figures in the world and immediately took to Instagram to share Paris’ video with the caption; “WE ARE SPEECHLESS”.
During Paris’ meet and greet of her perfume launch, she accessorised her look with her iconic bejeweled gloves and opted for soft waves. She looked ravishing in the ensemble and perfectly embodied the red sexy silhouette of the Ruby Rush bottle into a cultural appropriate outfit to pay homage to her Indian fans.
Talking about her new perfume range, she said, “I am obsessed with my new Ruby Rush fragrance, it’s my go to scent for the day and night. I wear it to give me confidence and feel powerful. I love the colour red, it radiates energy and makes me feel sexy. In addition, red is the colour of the root chakra that allows us to be grounded and connected to universal energies, which is totally hot.”
Purposely mentioning her love for red and the intention of wearing a red jumpsuit by a homegrown brand draws the association between red’s symbolism of love, bravery, and strength with Hindu beliefs of the Durga, a warrior goddess who symbolises strength and power that often associated with the colour red.
What did Paris signify to India by wearing Papa Don’t Preach
Predominantly, the success of a good launch and communication strategy is by connecting with the crowd. When Paris Hilton appeared in a homegrown brand, Papa Don’t Preach, it signified much more than tapping into another market to sell her products. It represented respect, admiration, and reverence for India’s cultural aesthetic and ethnic outfits, which is a strong marketing tool when trying to connect with fans.
Paris took to Instagram Stories to share a glimpse of various lehengas and traditional Indian looks that she tried in Mumbai. She also gave a shoutout to Indian designer labels and showcased the jewelry and outfits that she received as gifts during her brief India visit. Paris took to Instagram Reels, and shared a video of herself dressed in a stunning lavender lehenga, which as shown above was reposted by Papa Don’t Preach’s founder, Shubhika Sharma.
She wrote in her caption, “Love wearing and supporting local designers, when I travel. In love with these gorgeous looks from Indian designer Papa Don’t Preach by Shubhika… Which one should I wear to my Paris Hilton Fragrances launch?”
Lastly, by announcing to her fans the importance of supporting local brands, it showcases a different layer of cultural appreciation and how powerful it can be to homegrown brands when celebrities endorse their designs on highly followed platforms, garnering broader brand awareness and international reach.
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