Inside the Diwali soirées of international luxury brands in India

Diwali celebrations have become an occasion for international luxury brands to bring their worlds into the Indian festive calendar. But beyond the brand names on the invitations, the celebrity appearances and the photographs that follow, there is an entire experience being put together. This year, luxury brands like Gucci, Bvlgari, Armani Beauty, Forevermark and Jo Malone each hosted their own Diwali celebrations in Mumbai, with different approaches to the way an evening could unfold.

Across these gatherings, the brands found different ways to make the festivities their own. Some leaned into the social energy of a soirée, while others put beauty, fragrance, craft, or food at the centre of the experience. From who made the guest list and where the celebrations took place to what guests did, ate and drank, the details offered a closer look at how luxury houses are interpreting Diwali in India.

The guest list 

At a luxury soirée, the guest list is often as carefully considered as the celebration itself. This year's Diwali gatherings brought together a mix of established names from fashion, film, and entertainment, alongside high-profile influencers, designers, and digital creators. From actors and musicians to familiar faces in India's luxury and lifestyle circles, the mix reflected the influence these personalities hold across the country's cultural landscape.

Gucci's Diwali soirée drew a fashionable crowd, with actors and digital personalities such as Malaika Arora, Banita Sandhu and Alaviaa Jaaferi in attendance. Forevermark's Jaipur celebration, hosted by Pacho and Princess Gauravi Kumari, brought together names from fashion and entertainment, including Maheep Kapoor and Bhavana Panday. Jo Malone London's more intimate dinner welcomed a mix of actors, designers and creative personalities, while Armani Beauty and Bvlgari brought their own circles of artists, actors, and industry insiders into the festive calendar.

The decor and setting 

One of the most interesting aspects of this year’s celebration was the choice of venues. While a luxury hotel ballroom might seem like the obvious setting for a brand soiree, not every label followed that familiar route. Instead, the locations became an extension of the experience, with brands choosing spaces that guests might not necessarily visit as part of their everyday routine. 

Bvlgari marked the season with its first-ever global Diwali campaign, Passing the Light, unveiled at Jaipur Centre for Art on October 11. Developed in collaboration with the artist Doyel Joshi, the project paid tribute to India's terracotta traditions through an installation comprising 4,500 hand-sculpted terracotta elements. Drawing on the form of traditional diyas and the distinctive scales of Bvlgari's Serpenti motif, the work brought together vernacular craft and the Italian house's recognisable design language.

Jo Malone London, meanwhile, hosted its dinner at ITC Parel; the hotel’s Victorian-inspired architecture offered a more traditional luxury setting, but the decor brought in distinctly Indian details. Marigolds added a festive touch, while a fountain at the centre of the space became another visual feature. Fragrance displays were also incorporated into the setting, allowing the brand's identity to remain part of the evening without making the event feel like a product showcase. 

Forevermark took the idea of a festive setting in a more regal direction, hosting its celebration at Jaipur’s City Palace. With royalty, diamonds, and sparkle as the central theme, the venue was illuminated with hundreds of lamps and candles, transforming the palace into a glowing backdrop for the evening. One particular section stood out: a space covered with hundreds of lamps, illuminated entirely by their light. The dress code of festive glam brought another layer to the setting, with guests opting for contemporary traditional outfits that complemented the palace's grandeur. Rather than simply adding festive decorations to a venue, the celebration allowed the architecture and history of the City Palace to become part of the experience.

Gucci hosted its soirée at Maraal, Mumbai, which is an old, converted 14,000-square-foot warehouse, bringing the celebration into another distinctive setting. Candles placed throughout the space created a warm, intimate glow, while marigolds were incorporated grandly into the decor, bringing in a familiar Indian festive element. The house’s recognisable visual identity remained present, but the setting felt more like an elegant private gathering than a conventional brand presentation. 

Taken together, these settings offered different interpretations of a Diwali celebration, from the grandeur of a royal palace to the character of an industrial space and the intimacy of a private dinner. What connected them was the considered use of light, flowers, architecture, and Indian craftsmanship, allowing each house to create a setting that felt distinct to its identity while remaining rooted in the festive season.

The activities and experiences 

A party becomes more interesting when there is something for guests to engage with beyond arriving, socialising and taking photographs. This was particularly evident across the celebrations, where interactive experiences became part of the evening. 

Forevermark approached its celebration as a jewellery showcase, with models presenting pieces around the fountains at City Palace as dancers performed. Bvlgari’s contribution was more art-focused: Passing the Light brought together terracotta craftsmanship and the house’s design language, placing the festive story within a contemporary art setting.

At Armani Beauty, makeup artist Nishi Singh hosted a festive beauty masterclass, sharing techniques and expertise with guests. Gucci introduced tarot reading sessions, adding an element of curiosity to the gathering.  At Jo Malone London, fragrance displays and speeches formed part of the evening's programme.

The idea of making luxury an experience rather than simply a display. Whether through jewellery, art, beauty, fragrance or interactive sessions, each brand found a way to bring its identity into the evening while giving guests something to engage with. The result was a series of celebrations that went beyond traditional festive gatherings, making the experience as memorable as the setting itself. 

The food and drinks 

The culinary offerings ranged from informal grazing tables to a floating dinner, with each celebration adopting a different dining format. 

At Gucci’s gathering, the grazing table featured an assortment of mithai, various cheeses, and fresh fruit, bringing together Indian festive favourites alongside familiar accompaniments. A cocktail bar was also set up for the evening, complementing the relaxed format of the celebration.

Forevermark's menu was designed with the grandeur of the setting in mind. An open bar served cocktails with regal influences, including a gin-based creation infused with saffron and cardamom. Rather than a conventional festive spread, the evening featured a floating dinner with a menu that leaned towards regal dining, complementing the palace setting.

Jo Malone London's celebration followed a seated dinner format, with cocktails served alongside the meal. The arrangement encouraged guests to spend the evening around the table, making dining the focal point of the gathering.

Beyond the celebration

There is an interesting shift in how international luxury houses are approaching Diwali in India. Instead of treating the season simply as an opportunity for festive visibility, the celebrations are increasingly becoming a way to engage with the country's cultural landscape. Whether through a jewellery presentation at a royal palace, an exploration of terracotta craftsmanship or a beauty masterclass, the formats are moving beyond the familiar brand party.

What emerges is a distinction between celebrating Diwali and using Diwali as a starting point for a larger creative expression. For international houses, the occasion offers room to explore India's relationship with light, art, adornment and hospitality, while bringing their own heritage into the conversation. And perhaps that is what makes these gatherings worth looking at: the most memorable details are not always the brand installations or the celebrity appearances, but how each house chooses to interpret a celebration that already has a distinct identity of its own. 

Lead image: Pexels 

Also read: Inside Schiaparelli’s extraordinary V&A fashion exhibition

Also read: The art of dinner party conversation and how to keep the table talking