The two made quite the impression at the Alpha press stop in the city, with custom prints, some hard-wearing denim and a studded ring that will be on fans’ minds. They forwent the obvious for something with a little more thought behind it, creating the kind of Google Discover material you don’t have to be told is for the film.
Method dressing, but make it personal
We’ve seen method dressing before, but it’s changing. For this one, both have put aside anything that feels like a costume in favour of a few well-placed details. It lets the story come through without losing what makes them, them.
It comes off as modern and something you could actually put on, where the look is in conversation with the movie rather than in your face about it.
Sharvari’s runway switch-up with illusion denim
There is a playful side to Sharvari’s approach to high fashion. She put on a white top with an Alpha print over a black bodysuit from Entire Studios, then let the Acne Studios Trompe-l’oeil 1981 jeans (a cool EUR 750) have the last word.
Those jeans give you the look of shorts over pinstripes, which is no small thing when it’s one of the most talked-about pieces to come out of Acne’s runways. A pair of Miu Miu shades was enough to round it out and let the denim have its moment.
With Chandini Whabi at the helm of the styling, it has an editorial feel to it but doesn’t drown out the film reference. It’s just right: cool and very much of the moment.
Alia’s utility-luxe, with a bespoke ring to top it off
Alia went for the low-key option and still had the room. A seamed, sleeveless top from Zara (Rs 700) and some CILVR Studio black cargo joggers (Rs 7,150) form a no-fuss, utilitarian base with a touch of refinement.
But the thing you’ll be talking about is the ring. A Meroh piece in gold, emeralds and diamonds, done up with Elevate Promotions and modelled on the Alpha logo. It’s a way of making branding into something you want to keep.
Some other pieces put the finishing touches on it: a stack of AEQEAA Stacey rings (Rs 3,999), The Oroh Life Florence boots (Rs 10,990) and some Gucci sunglasses to define the line. Put together by Priyanka Kapadia, Iram Halai and Ritvi Mehta, it is a fine example of high-low done well.
Why the ring is the real story
You don’t need to be wearing the logo on a t-shirt to make a point. This one jewel does the job, making the symbol of the film something to be admired rather than sold. It’s how you can be an accessory and tell a tale at the same time.
That’s the better way to do it: something you remember and can still wear tomorrow.
Two ways of seeing it, and they agree
Side by side, the difference is part of the draw. You have Alia’s reined-in utility and Sharvari’s more experimental side, and yet both have Alpha in view without being heavy-handed about it.
It says a lot about where celebrity promotion is heading: away from the costume and toward the person. That’s where it gets interesting.
What we’re taking from the Jaipur scene:
– Subtlety is key with film references
– Let your accessories do some of the work
– Have a point of view, don’t just match
A preview of what’s to come with Alpha
It is being set up as the first in Yash Raj Films’ Spy Universe to be fronted by women, with Alia and Sharvari in action and Bobby Deol in the mix. Judging by what we saw in Jaipur, they are crafting a clean, current vibe for the campaign.
As the tour goes on, we can count on more of this kind of storytelling in their clothes. But for the time being, between the illusion denim and the logo ring with the emeralds, they have put down a good marker for how to do a promo right.
