This past week saw the culmination of the Wedding of the Decade so far: Anant Ambani's betrothal to Radhika Merchant.
Upon researching this newsletter, I came across a lot of media related to it. Many YouTubers had related content; @Hautelemode created an enthusiastic entry related to the dresses, saris and gowns. Even the BBC devoted a podcast to the wedding, with the participants waxing lyrically about the wedding and musing over whether there was any love involved or simply extravagance. The created content apart, why are so many people crazy about this?
The last big wedding we collectively marvelled over was probably Prince Harry and Meghan Markel's wedding in 2018. I remember remarking at the time that this was exactly like an episode of “The Crown,” to which my husband retorted, “It is, or it will be.” I could not believe that the royal couple personally knew everyone attending—Oprah, Idris Elba, Serena Williams. This seemed like an entertainment or marketing power play, although I felt disingenuous saying it as I spent hours watching the extravaganza myself. Was this the beginning of the true celebrity wedding, where invitations were given to people the hosts did not know?
In this blog, I want to pose a few questions. The first is: Why are people crazy about the Ambani wedding? There are several possible answers, and certainly, there is no true answer. Firstly, this amount of wealth and glamour on display is designed to garner attention. We cannot help but be mesmerised by such a display of extravagance and beauty. Also, this is an exotic wedding, an Indian wedding, where the beauty and craftsmanship are unparalleled. Harpers Bazaar estimated the cost to be approximately 120 million GBP, and the Daily Mail suggested the cost was around 240M USD. People are living with real-world issues, cost of living crises, inflation, and wars. We are bombarded with bad news, and the appearance on our feeds of beautiful people in stunning clothes decorated exquisitely is a welcome respite. Like the Met Gala, we love to dive into a parallel universe we will most likely ever visit in reality.
This brings me to the next question: Do we live vicariously online? Absolutely. I am always amazed by how much commentary there is on the couture shows, and yet the people who make the content, watch, and comment will never buy anything couture. This is another example of that. Many of those creating content about the Ambani wedding could only dream of attending such an event. It is so far from their life, both geographically and culturally.
What was the intention behind this wedding? We won’t really know the true answer. Mukesh and Nita Ambani have made their success and wealth visible in the past few years. In March 2023, they launched NMACC - the Nita Mukesh Ambani Cultural Centre, “a performing arts and multi-disciplinary cultural and exhibition space located in the city of Mumbai, India”. The Centre has invited numerous celebrities from India and the West (Gigi Hadid, Zendaya, Priyanka Chopra, Alia Bhatt, Aishwarya Rai Bachchan and many fashion influencers, including Bryan Boy, Tamara Kalinic, and Xenia Adonts. Hamish Bowles curated a stunning exhibition called “India in Fashion”, celebrating the vast influence of India in fashion. Their commitment to the Arts is clear and very important. This is relevant not only for the Ambanis as a family but for India as an influence worldwide. Clearly, the Ambanis want to be known as a family that contributes to the arts, has style, and is cultured, something beyond the wealth created through the world’s largest oil refinery. They are becoming a family to be known and an invitation you want to receive. Let’s watch the greater influence this has on other Indian and Asian families as time progresses.
Let’s move on to the event. Asian weddings are often very lavish affairs. I have been to some magnificent Indian and Chinese weddings. They are more than a simple, romantic celebration of love and tying the knot. The parents get an opportunity to show their success and taste level. How much they can afford to spend and how tasteful their selections of venue, clothing and food are. It is usual for such events to go on for a few days.
Indian weddings are notorious for being multi-occasion events, with several days of celebrations. Regularly, affluent families will take over a hotel for the event, so the Ambani’s plan is not abnormally extravagant. The wedding business in India is a huge business in the region, with a revenue of 130 billion USD, the second largest industry in food and groceries.
The guest list was very interesting. From the January Engagement Party through to the March Pre-Wedding Party, the May European Cruise and the Final July events in Mumbai, there was such a broad list of Bollywood stars (Salman Khan and Ram Charan), former British statesmen (Tony Blair and Boris Johnson), tech titans (Marc Zuckerberg and Bill Gates), (Rihanna, Katy Perry and Justin Bieber), influencers (Kim and Khloe Kardashian), movie stars (John Cena and Priyanka Chopra). Many performers were paid generously for their time, and maybe others too. Whoever the Ambanis really know and who they generously invited is irrelevant. They have firmly established themselves as a family of wealth, class and influence. They are making things happen in the world beyond Silicon Valley or Wall Street. This is Mumbai, India, and this is another world.
Why are celebrities so important for this wedding? Clearly to have the likes of Rihanna and the Backstreet Boys performing, with Andrea Bocelli singing at your wedding; if you can afford it, why not?
The Ambanis will become the family to know from these power-play moves. Memories were made at these events. The impression of India and Indians, for many celebrities and the public, will have been changed forever.
Just as with “Crazy Rich Asians”, people will see what happens in Asia and how it is in a very different way. As many say, “Crazy Rich Asians” was not a film but a documentary. This is Asia, and there is wealth. Let’s move on to India itself.
India has risen to great economic prominence in the past decade. President Modi has a very aggressive approach to the growth of the economy. Industry focus has shifted from agriculture to IT and valued information services, and of course, the Ambani family have one of the most valuable exports in the largest oil refinery in the world. The current GDP is 8.2 per cent, and it is now the fastest-growing major economy in the world, with the Western world suffering from the proximity of war. With the lifestyle cost crunch in many people’s everyday lives, we are seeing something of a shift. Asia seems to be rising. From what have been the manufacturing locations for the Western brands, these countries are now having their time. I have worked in India and spent time working with one of the most affluent business families. Their wealth has always been enormous. These industry titans have been there for the past several decades, yet now we see them integrating into the Western world. In times of race, diversity and integration, there is more awareness of other countries.
To wrap this up, Asia is rising. It will be an interesting time of change. These industry leaders and their families will be the new global celebrities and influential people.
Welcome to the future!
What did you think of the wedding?
As always, have fun, love life, and enjoy fashion.
Kate xx
