In a decisive move that redefines the intersection of luxury craftsmanship and global pop culture, MAYBACH Eyewear has unveiled a limited-edition capsule co-designed with Indian rapper and cultural powerhouse Badshah. The partnership marks the first time an Indian entertainment figure has co-created a global collection with the German luxury house signalling a deliberate shift toward a broader, more inclusive creative ecosystem.
For a brand whose past collaborations include the 2014 Quincy Jones Icon Collection, the new alliance underscores MAYBACH’s expanding cultural ambitions and its strategic pivot towards emerging, influence-driven markets.
A Creative Bridge Between Legacy Luxury and Contemporary Culture
Badshah a chart-topping artist whose imprint on Indian entertainment spans music, fashion, and global pop collaborations brings a distinctly personal artistic vocabulary to the collection. His approach blends individuality, cultural storytelling, and an understanding of luxury as both heritage and aspiration.
The capsule reimagines two of MAYBACH Eyewear’s most recognisable silhouettes THE ARTIST III and THE KING III through Badshah’s creative lens. The result is a tightly curated lineup of eight handcrafted pieces available exclusively through Eternity Lifestyles in India and authorised MAYBACH eyewear retailers worldwide.
The Ultra-Limited Centrepiece: Diamond-Studded Snow Camouflage
With only five pieces worldwide, this flagship frame features 90 diamonds meticulously placed within the snow camouflage pattern. The release calls it:
“A breathtaking fusion of precision, artistry and rarity… the pinnacle of MAYBACH’s craftsmanship.”
Priced at USD 43,600, the design positions itself as a collector’s work of wearable art.
A Strategic Bet on India’s Accelerating Luxury Market
For MAYBACH Eyewear, the partnership represents a convergence of heritage and contemporary creative energy. As CEOs Jutta Kahlbetzer & Wolfgang Thelen expressed in the press announcement:
“The collaboration with Badshah has been an inspiring creative journey marked by mutual respect, a passion for exceptional craftsmanship, and a shared pursuit of authenticity.”
They emphasised that the project embodies a broader cultural positioning:
“For the first time, we are seamlessly integrating MAYBACH’s rich heritage with the distinctive artistic expression embodied by Badshah, reinterpreting modern luxury from the lens of diversity and inclusivity.”
This narrative aligns with the brand’s growing commitment to culturally relevant storytelling particularly in India, a market projected to reach USD 1.721 billion in luxury eyewear by 2030.
Badshah’s Expanding Global Fashion Footprint
Badshah’s recent visibility at Paris Men’s Fashion Week and New York Fashion Week has solidified his growing influence in global fashion circuits. Combined with record-breaking streaming milestones and collaborations with international artists including Davido, Major Lazer, J Balvin, and Lil Baby, his profile positions him as one of India’s most exportable creative talents.
Badshah, who has become one of India’s most globally visible music and fashion exports, approaches the capsule not merely as a collaborator but as a designer. As he recounts in the official release:
“MAYBACH has always held a special place in my heart. I have long admired how they have cultivated a legacy brand—an aspiration for someone like me, a small-town boy with dreams of conquering the world.”
His visit to the brand’s German atelier became a turning point:
“I was truly overwhelmed by the workmanship, and witnessing the entire creative process firsthand was a surreal experience.”
He adds that being given “complete creative freedom” elevated the collaboration beyond a typical celebrity partnership, allowing him to infuse his own aesthetic language into the frames.
The Business Context: India’s Luxury Momentum
MAYBACH’s accelerated focus on India is grounded in compelling market data. With an 11.72% CAGR, the country stands as one of the fastest-growing luxury eyewear markets globally—driven by rising disposable income, a young aspirational demographic, and increased exposure to global luxury culture.
The CEOs underscore this strategic shift:
“India’s vibrant cultural tapestry and its appreciation for exquisite craftsmanship create an unparalleled environment for such innovative collaborations.”
MAYBACH Eyewear: A Legacy of Ultra-Luxury Construction
Handcrafted in Germany, MAYBACH frames are synonymous with precision, rare materials, and collectible-grade production. Using titanium, natural buffalo horn, 18-karat gold, and diamonds, the brand translates the ethos of its automotive heritage into sculptural eyewear objects designed for connoisseurs.
