Blenders Pride Unveils 'Futureverse of Fashion': Setting the standard for couture’s phygital runways
26 November 2025, Mumbai
The Indian fashion industry is charting a bold course into the future of retail experience, with the latest edition of the Blenders Pride Fashion Tour becoming a landmark event. The tour, titled the 'Futureverse of Fashion,' successfully demonstrated how technology can elevate haute couture from a visual spectacle to a multi-sensory, interactive experience. The runway in Gurugram featured cutting-edge applications, including the deployment of Unitree G1 humanoid robots and sophisticated holographic projections, showcasing designer collections against dynamically changing, immersive digital backdrops.
The strategy behind 'Futureverse'
The decision by Blenders Pride, a key brand under Pernod Ricard India, to anchor its marketing around the 'Futureverse' concept is a strategic move to capture the attention of digitally native consumers. This phygital approach addresses a core challenge in luxury marketing: creating scarcity and exclusivity in a digitally abundant world. The use of advanced tech, such as LiDAR-enabled responsive flooring, transforms the act of viewing fashion into a personalized journey, aligning with the projected 40% CAGR for the Metaverse fashion market through the decade. Vice President of Marketing, Ruchika Jain, noted, "The Futureverse is our commitment to pushing creative boundaries and offering an unprecedented level of engagement."
Driving innovation and industry engagement
The tour, organized in partnership with the Fashion Design Council of India (FDCI), serves as a high-profile case study for the industry, illustrating how technology can be seamlessly integrated with artistry. By creating buzz through unique virtual elements, the brand is generating valuable digital assets and extending the show's lifespan far beyond the physical event. This initiative highlights the brand's position as a patron of innovation, ensuring that while the products remain rooted in physical reality, the brand experience lives and breathes in the burgeoning digital domain.
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