Indian giant Reliance Brands Limited (RBL) has announced a new a partnership with Stella McCartney to “evolve her namesake fashion house in India”. 

It said the “strategic collaboration brings Stella McCartney’s distinct blend of sustainable luxury, modern femininity, and progressive, cruelty-free values to Indian consumers through a multichannel distribution model showcasing the brand’s ready-to-wear collections as well as its handcrafted vegan accessories and footwear”.

And the company is focusing heavily on the designer’s status as a sustainability and anti-animal-cruelty early adopter and influencer.

A spokesman said: “Stella McCartney is more than a fashion brand — she is a pioneer of a conscious luxury movement that challenges conventions and redefines the way the world experiences fashion. India’s growing base of environmentally-aware, style-conscious consumers presents the perfect landscape for Stella’s mission to thrive. We are proud to bring her powerful vision to India.”

McCartney’s label was founded in 2001 specifically as a conscious luxury brand rooted in sustainability and she’s one of the industry’s most prominent voices in responsible fashion, with an influence that’s much bigger than what remains a relatively small brand compared to major luxury labels like Dior, Gucci, Burberry and Armani.

Yet that’s not to say, it’s not an important label. It has 47 retail locations — 36 directly owned and 11 franchise stores — across fashion capitals such as London, Paris, Milan, Tokyo, and New York, as well as a presence in 651 department stores and boutiques across 71 countries. This makes it one of the most recognised progressive luxury fashion brands globally.

Meanwhile, RBL is a massive business. It currently operates over 1,590 stores across India, including standalone stores and shop-in-shops. In addition to building international brand partnerships, the company has invested in leading Indian designer labels and made key global acquisitions, including Hamleys, the world’s oldest toy retailer, now operating across 13 countries.

It’s a subsidiary of Reliance Retail Ventures Ltd (RRVL), which was established in 2007 with a mandate to “launch, scale, and nurture global fashion and lifestyle brands in India across the luxury to premium spectrum”. 

Its portfolio today is huge and includes Armani Exchange, Balenciaga, Bally, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Giorgio Armani, Hugo Boss, Iconix, Jimmy Choo, Kate Spade, Maje, Michael Kors, Mothercare, Paul & Shark, Paul Smith, Salvatore Ferragamo, Sandro, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co., Tod’s, Tory Burch, Valentino, Versace, Zegna… and plenty more.