The Balcony Stories

22/09/2026

19/09/2026

What does it take to turn an idea into a collection?

Shweta Agarwal takes us behind Aroka’s The Ascent—exploring the thought, craftsmanship and creative process that shaped it. A conversation about fashion, evolution and the quiet confidence of creating with purpose.

Read the full feature on The Balcony Stories.



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14/09/2026

Being the face of a brand is no longer enough.

From Vijay Deverakonda’s Unhype and Katrina Kaif’s Kay Beauty to Deepika Padukone’s 82°E, Alia Bhatt’s Ed-a-Mamma and Hrithik Roshan’s HRX, celebrities are increasingly moving from endorsements to ownership.

The shift is bigger than fame. It is about equity, influence, long-term value and building something that can outlive a campaign.

But star power can get people to notice a brand. It cannot guarantee that they will come back.

So, why does every celebrity suddenly want to be a founder?

Read the full story on The Balcony Stories.



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12/09/2026

08/09/2026

Couture is coming to the high street.

ELIE SAAB and H&M are joining forces for a collaboration that brings the house’s signature glamour, intricate detailing and red-carpet sensibility into a new, more accessible chapter of fashion.

Expect embellished gowns, shimmering separates, sharp tailoring, fine lace, gradient sequins, statement accessories and pieces for both women and men.

From Beirut to Paris, and now to H&M — this one is made for the fashion moodboard.

The ELIE SAAB H&M collection launches 22 October 2026, in select stores and online.

Save the date. This could be one of the biggest designer drops of the season.



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