Maybach enters India’s cultural luxury orbit, partners with rapper Badshah for limited-edition eyewear line

In a move signalling how global luxury brands are recalibrating toward cultural influence and emerging markets, German luxury house Maybach Icons of Luxury has partnered with Indian rapper and music producer Badshah to co-design a limited-edition eyewear capsule. This is the brand’s first-ever design collaboration with an Indian personality, and one that positions India not just as a fast-growing luxury consumption market, but as a source of global creative capital.

The collection — unveiled in Dubai this week — includes eight handcrafted pieces designed in collaboration with Maybach’s atelier in Germany. Prices range from ₹2.79 lakh for optical frames to ₹50.88 lakh for a diamond-studded sunglass model, limited to just five pieces worldwide.

For Maybach, known for handcrafted, small-batch luxury eyewear made from buffalo horn, titanium, precious metals and diamonds, the decision to collaborate with a hip-hop artist from India is strategic rather than symbolic.

“Luxury is now shaped by culture — not just legacy,” Badshah says. “Hip-hop sits at the centre of that shift globally. India is part of that conversation, and Maybach recognised that moment.”

Maybach has collaborated before — notably with Quincy Jones in 2014 — but never in a way tied directly to an emerging luxury market’s cultural influence. Executives at the company describe the partnership with Badshah as both forward-looking and reflective of where global luxury growth is coming from: younger, globally connected consumers whose purchasing decisions are shaped by music, fashion, travel and identity.

Badshah’s appeal extends beyond domestic celebrity. He recently crossed five billion global streams on Spotify, performed at sold-out arenas in North America, and appeared at Paris and New York Fashion Weeks. His cross-market recognition gives Maybach access to both traditional ultra-luxury buyers and a younger cohort of aspirational global culture followers.

“People often underestimate the cultural weight India carries today,” he says. “My audience is diverse — from Mumbai to Manhattan — and deeply connected to creativity and self-expression. That alignment made this partnership natural.”

The capsule reinterprets two of Maybach’s best-known silhouettes — The Artist III and The King III. The optical collection features a soundwave motif laser-integrated into the temples, referencing Badshah’s music production background. Colours range from minimalist black to electric yellow and deep blue — a break from Maybach’s traditional palette.

The sunglass line draws from India’s natural and cultural landscapes: Snow camouflage reflects Himalayan terrain, another camouflage pattern nods to Indian jungles and tiger conservation, while a bright-orange Tigers of India edition celebrates iconic Indian wildlife.

At the top of the collection sits the Diamond-Studded Snow Camouflage King III — a frame embedded with 90 individual diamonds, representing the pinnacle of Maybach’s craft philosophy. Each piece is hand-assembled in Germany, continuing Maybach’s commitment to low-volume manufacturing and heirloom-grade design.

“These aren’t accessories — they’re collectible objects,” Badshah says. “I wanted them to feel personal, emotional and intentional.”

The timing aligns with India’s rapidly expanding premium eyewear segment, projected to reach approximately USD 1.72 billion by 2030, growing at a CAGR of roughly 11–12%, according to industry estimates.

Eyewear — once an afterthought in luxury buying — has become a category of personal expression. The Indian buyer is now educated in materials, fit, craftsmanship and provenance, with demand rising for limited-edition and artisanal frames.

“The new Indian luxury consumer is not spending for labels — they’re spending for identity,” Badshah says. “They’re curating personal collections, whether that’s watches, couture or eyewear.”

In India, the collection will be sold exclusively through Eternity Lifestyles, a long-time distributor of Maybach eyewear. Internationally, the drop will follow a select retailer model across Europe, the Middle East, the U.S. and Asia — mirroring the global presence of both Maybach and Badshah’s audience.

Marketing will integrate content-led storytelling rather than traditional campaign formats. A music video, behind-the-scenes craftsmanship documentation, digital storytelling and a Dubai live event anchor the strategy.

“You can’t separate luxury from narrative anymore,” Badshah says. “Consumers want to enter the world, not just buy the product.”

For brands like Maybach, India represents more than sales growth — it represents cultural leverage. As homegrown Indian creators enter global fashion, music and design arenas, luxury brands are beginning to align with voices shaping that momentum.

“Growing up, Maybach felt like a distant aspiration,” Badshah reflects. “To now co-design with them — not just endorse them — signals something bigger: that Indian creativity and luxury sensibility now belong on the global stage.”

With limited availability, collectible positioning and cross-market cultural hooks, the Maybach x Badshah capsule sits at the convergence of identity-driven luxury, cultural commerce and emerging-market purchasing power — a formula luxury brands are increasingly betting on.