The many expressions of Día de los Muertos at Don Julio Non-Alcoholic Carbonated Beverages’ Mumbai celebration

Dramatic silhouettes, statement florals and a generous dose of theatricality set the tone at Don Julio Non-Alcoholic Carbonated Beverages’ Day of the Dead celebration. Held at Mukesh Mills, Mumbai, on October 24, the evening brought together Mexican cultural references and contemporary Indian style, giving guests an opportunity to interpret the spirit of Día de los Muertos through their own wardrobes.

With black and red as the suggested colours, the dress code left plenty of room for individual expression. Structured black corsets, striking red florals, bold accessories and elaborate silhouettes brought together elements of dark romanticism and theatrical glamour. Some guests leaned into floral accents, while others experimented with statement pieces and unexpected combinations. Rather than approaching the theme through costume dressing, the idea was to take inspiration from its visual references and make them personal. The result was an eclectic mix of looks, with plenty of party-season inspiration.

Ananya Panday brought a bold pop of red to the evening in a halter-neck mini dress featuring an asymmetrical tassel hem, while Fatima Sana Shaikh took a darker approach in a black dress. The celebrity looks offered distinct interpretations of the dress code, reflecting the balance between statement-making glamour and more understated styling that defined the evening.

This interplay between individual style and cultural expression was central to Don Julio Non-Alcoholic Carbonated Beverages' interpretation of Día de los Muertos. Guided by Por Amor, meaning ‘for the love of’, the celebration explored how the people, memories and traditions we hold close continue to shape our identities. By drawing parallels between Mexican and Indian cultures, the brand brought the idea of remembrance into a contemporary setting, with fashion serving as one of the ways to engage with its larger narrative.

The setting drew from the symbolism of Día de los Muertos, with elaborate floral installations and larger-than-life figures complementing the guests' dramatic looks. At the centre of the experience was El Puente Eterno, or ‘The Eternal Bridge’, representing the connection between the past and the present, Mexico and India, and the loved ones who remain part of our lives through memory.

A recurring feature across the venue was the marigold, known as cempasúchil in Mexico. Traditionally believed to guide the souls of the departed back to their families during Día de los Muertos, the flowers are an important part of the festival's symbolism. Their vivid orange and gold hues brought colour to the installations, while contrasting with the darker palette of the evening's fashion.

The cultural references continued through larger-than-life interpretations of La Catrina and El Catrín. La Catrina, reimagined as the Butterfly Queen, featured a spectacular pair of monarch butterfly wings, a crown of vibrant marigolds and an elaborate floral silhouette. In Mexican tradition, monarch butterflies are associated with the returning souls of loved ones, making the figure a symbol of transformation, beauty and enduring connection.

El Catrín, her male counterpart, embodied elegance and theatricality through the imagery of a finely tailored suit and an elaborate wide-brimmed hat. Beyond his distinctive appearance, the figure carries a reminder that death transcends social status, leaving behind the essence of who we are. Together, the two installations offered a contemporary interpretation of the figures associated with Día de los Muertos, adding another dimension to the evening's celebration of fashion and heritage.

The ofrenda, a traditional altar of offerings for deceased loved ones, offered a more intimate expression of the festival. Often featuring photographs, flowers and personal objects, these altars serve as a way of honouring those who have passed and keeping their stories alive. Its presence also drew parallels with Indian traditions of remembrance, reinforcing the cultural connections explored through Por Amor.

Music added another dimension to the celebration. A live mariachi band and parade brought the sounds and movement associated with Mexican festivities to Mukesh Mills, while internationally acclaimed DJ and producer Satori introduced a contemporary energy through his fusion of global sounds and electronic music. Don Julio Non-Alcoholic Carbonated Beverages' grapefruit soda was also part of the experience, bringing the brand's non-alcoholic offering into an evening shaped by fashion, art and cultural expression.

Through Por Amor, Don Julio Non-Alcoholic Carbonated Beverages brought Mexican and Indian cultural references together around a shared appreciation for love and remembrance. From the evening's fashion interpretations to the marigold installations, El Puente Eterno and the ofrenda, the celebration offered a contemporary perspective on Día de los Muertos, while honouring the memories and traditions that connect us.

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