Updated on Sep 25, 2026

September Fashion Highlights: PUMA x Jaipur Rugs, Craft-Led Collaborations and New Retail Spaces

Fashion News Smit Rangras5 Mins reading time

September has opened with a strong mix of fashion launches, collaborations, retail expansion and craft-led initiatives. From PUMA’s partnership with Jaipur Rugs to NEEDLEDUST’s jewellery-inspired footwear and Amama’s new Mumbai store, the month’s early fashion activity reflects a growing interest in combining Indian craftsmanship with contemporary products and retail experiences.

According to Harper’s Bazaar India’s September fashion roundup, the month is already seeing brands move beyond conventional collections, with designers and labels expanding into footwear, jewellery, home and lifestyle categories.

What Happened?

One of the most notable developments is the PUMA x Jaipur Rugs collaboration, titled The Legacy Lives On. The partnership gives PUMA’s iconic Suede a distinctly Indian design direction, drawing on Jaipur Rugs’ craft vocabulary and Rajasthan-inspired shades including maroon, dusty rose, ochre and sand. Featured in Harper’s Bazaar India’s September 4, 2026 roundup, the collaboration’s release date was still to be announced at the time.

The collaboration connects two brands with very different origins. PUMA’s Suede emerged from street culture, while Jaipur Rugs grew from Rajasthan’s village-based craft ecosystem. Independent coverage by ThePrint also highlights how Jaipur Rugs’ color palette and visual language have been brought into the sneaker.

Another craft-led launch comes from Anu Merton and NEEDLEDUST. The limited-edition collaboration explores what happens when jewellery craftsmanship moves beyond conventional accessories and into footwear. The collection incorporates techniques and details associated with jadau, kundan, moti piroi and sculptural stonework across juttis, heels and sandals. The collaboration was featured in Harper’s Bazaar India’s September 4, 2026 roundup and is now live on NEEDLEDUST.

Retail is another important part of September’s fashion activity. Jewellery label Amama has expanded its Mumbai presence with a new store in Kala Ghoda. The space brings the brand’s jewellery, visual identity and craft-led storytelling into a physical environment, adding another touchpoint for consumers beyond digital channels. The new Kala Ghoda store was announced on September 2, 2026.

Meanwhile, fashion labels including Seema Gujral, Bhumika Sharma, Sarah & Sandeep and Ashdeen Lilaowala are introducing new occasionwear and couture collections, while Matsya is expanding beyond fashion into home, jewellery and accessories through Matsya Living. These developments were included in Harper’s Bazaar India’s September 4, 2026 roundup.

Key Highlights

Development	What Happened
PUMA x Jaipur Rugs	The Legacy Lives On brings Rajasthan-inspired craft references to the PUMA Suede; the release date was yet to be announced.
Anu Merton x NEEDLEDUST	Jewellery techniques are translated into contemporary juttis, heels and sandals; the collaboration is now live.
Amama	The jewellery brand opened a new Kala Ghoda store in Mumbai, adding a physical experience centre.
péro Home	The label brought its craft-led aesthetic to Chennai through an exclusive showcase at The Folly, Amethyst.
Seema Gujral	The designer’s EVER AFTER bridal collection was unveiled ahead of its inclusion in the September roundup.
Matsya	The brand expanded its fashion identity into home, jewellery and accessories through Matsya Living.
Ashdeen Lilaowala & Bhumika Sharma	Both designers were featured for new-season collections in Harper’s Bazaar India’s September roundup.

Why This Matters for Fashion & D2C

The biggest takeaway from these launches is the increasing role of craft, cultural identity and storytelling in product development.

The PUMA x Jaipur Rugs collaboration is a useful example. Rather than presenting Indian craftsmanship as a standalone category, the partnership brings those visual references into an internationally recognised sneaker silhouette. This gives Jaipur Rugs an opportunity to reach a different consumer audience while allowing PUMA to introduce a more culturally specific design narrative.

The Anu Merton x NEEDLEDUST collaboration takes a similar approach. Instead of simply placing jewellery alongside footwear, the partnership incorporates jewellery techniques directly into the product. This creates a proposition where craftsmanship becomes part of the product experience rather than only part of the brand story.

For D2C brands, the implication is practical. A collaboration can become more valuable when it changes the product itself, rather than functioning only as a marketing exercise. A strong partnership can introduce a brand to a new audience, create limited-edition demand and give an established category a differentiated story.

The retail expansion is equally significant. Amama’s new Kala Ghoda store demonstrates how physical spaces can become extensions of a brand’s identity. For digitally native brands, this is particularly relevant as physical retail can provide opportunities to communicate craftsmanship, product details and brand heritage in ways that are harder to replicate online.

The Larger Fashion Signal

Taken together, September’s launches point towards a fashion market where brands are increasingly building broader worlds around their core identities.

Matsya is extending its design language into home, jewellery and accessories, while Amama is using retail to create a more immersive expression of its jewellery universe. PUMA and Jaipur Rugs show how collaboration can bring Indian craft references into a contemporary product category.

The common thread is the reinterpretation of Indian craft and design for contemporary consumers, whether through sneakers, footwear, jewellery, retail environments or broader lifestyle collections. September’s early activity therefore highlights how brands are balancing heritage, collaboration and modern consumer expectations.