Sartorial satire: Farfetch goes Bollywood in fashion video

London – To celebrate the announcement of its 2013 Superstore award winner, online retailer Farfetch created a shoppable video featuring a blend of European and Indian designer clothing, worn by models caught up in a Bollywood brawl.

The award was won by Le Mill, a Mumbai-based boutique. Farfetch’s film linked to the announcement of the award is entitled Dishoom, after the word used in Bollywood films when the hero hits a good punch, and features beautiful people in beautiful clothes in fisticuffs.

Farfetch has now included Le Mill in its stable of retailers, and to mark the occasion has put together an exclusive collection from the boutique, along with a travel guide to India and other related information, in an edit called India Rules, which has a playful, self-effacing approach.

During a recession, brands are using humour and light-heartedness to connect with consumers. For more, read our microtrend on The Irony of Fashion.