Copyright © HT Digital Streams Limited All rights reserved. While the UK may not have declared Diwali a school holiday like some states in the US, London is a fashion capital that sees Diwali in a new light. (AP) Summary British brands have put Diwali on their cultural calendar, but there is a long way to go before the festival gains wider recognition in London and the UK. The invitation-only fundraising evening at the museum, home to many Indian artefacts – most of which were taken during colonial rule – is billed as London’s answer to the Met Gala, a glittering convergence of art, philanthropy and culture. The ball’s theme is Pink, inspired by the exhibition, and it takes place during the Diwali season—the idea of such an event would have been unthinkable five years ago. A few weeks ago, British Prime Minister Keir Starmer was in India with a major trade mission of around 125 CEOs, including the British Fashion Council’s Laura Weir, who hosted an event for the Indian diaspora in the summer. It is a very different London to the one I grew up in, where it was clear that my clothes, my festivity and my culture were not welcome. While the UK may not have declared Diwali a school holiday like some states in America have, London is a fashion capital that sees Diwali in a new light. Harrods, one of the world’s largest luxury department stores, has had special offers and events to celebrate Diwali since September 10. These include a ‘Diwali Beauty Masterclass’ with India’s Kama Ayurveda; a ‘Meet the Author’ with Chef Chet Sharma and hosted by Chef Ravneet Gill; and a partnership with British-Indian artist Natasha Kumar, whose work blends Indian heritage with contemporary elegance. The celebration runs until October 20, the day of Diwali, when the iconic Knightsbridge store’s facade will light up, a first in the brand’s 120-year history. Other brands are not far behind: Rahul Mishra hosted a Diwali celebration in London on October 15 in partnership with Johnnie Walker Blue Label, while Cartier held its third Diwali party on October 17 at The Dorchester. The Cartier party has become part of London’s high-society calendar, with guests planning what to wear for the night months in advance. Very different from London when I was a young fashion journalist, when I felt like I missed out on the festivities and gatherings back home in India. Sarah Myler, chief brand and reputation officer at Harrods, says: “Diwali’s global visibility reflects the strength of India’s economic and cultural influence globally, as well as the way international communities embrace different festivals as part of a shared cultural exchange.” Of course, it is important to remember that the Indian community today has the purchasing power that they may not have had when I was young. The UK is home to more than two million people of Indian origin, making it the country’s largest single ethnic minority group. While the UK is home to many immigrant communities, it has also been a summer of large marches and riots against immigration and asylum seekers, and open displays of racism. At the other end of the spectrum is London’s retail industry trying to connect with the Indian consumer. Aarti Pal, founder of the South Asian Beauty Collective (SABC), says it didn’t happen overnight. “Before the pandemic, Diwali was … very shallow, maybe a ‘get ready with me’ moment once a year on Instagram, but nothing deeper.” “It’s important that Diwali in beauty is not just for influencers or media, but accessible to the wider community. I know the 20-somethings I lived in London would have appreciated such workshops. Back then, our references were limited to Bollywood and film magazines,” she says. “I think a number of factors have contributed to this change. On one level, we’ve seen a wider industry commitment to diversity and inclusion, especially in the post-covid years, which has opened up conversations that simply weren’t happening before.” Brands are trying to make the festival feel local and global by celebrating culture and community. Now, let’s hope they make Diwali a school holiday. This will really make the little Sujata in me smile. Sujata Assomull is a journalist, author and conscious fashion advocate. Get all the Business News, Market News, Breaking News Events and Latest News Updates on Live Mint. Download the Mint News app to get daily market updates. more topics #Features Read next story
Is the British Museum’s Pink Ball really a sign of London embracing Diwali?
