SIDDHARTHA TYTLER
Caligula’s Feast – Couture Without Restraint
For Hyundai India Couture Week 2024, Siddhartha Tytler unveiled Caligula’s Feast — a dramatic, unapologetic exploration of opulence, excess, and dark glamour. The objective was to position the collection as a bold statement in couture, blending ancient Roman decadence with modern fashion sensibilities. The campaign needed to match the grandeur of the collection, driving top-tier visibility, cultural relevance, and long-lasting buzz.
Execution
A multi-channel communications strategy was built to reflect the theatrical scale of Caligula’s Feast:
1. PR and media outreach crafted a strong narrative positioning the collection as a disruptive force in couture
2. Influencer collaborations extended storytelling through fashion-forward voices aligned with the collection’s bold aesthetic
3. Immersive storytelling through digital campaigns allowed audiences to experience the concept behind the collection across platforms
4. Pre- and post-event press engagement ensured sustained media traction and interest
5. Curated brand experiences, both online and offline, captured attention and deepened emotional engagement with the narrative
6. Strategic media partnerships placed the brand in top-tier fashion and luxury publications, reinforcing the designer’s authority and vision
Each element worked to magnify the spectacle, turn heads, and ensure Caligula’s Feast was impossible to ignore.
Results:
541M+ reach on social media, establishing the campaign as one of the most talked-about of the season
532M+ readership across digital and print platforms, including major lifestyle and fashion media
INR 14M+ in earned media valuation, demonstrating deep audience impact and media resonance
The campaign didn’t just launch a collection — it launched a cultural conversation. Caligula’s Feast set a new benchmark for couture storytelling in India, with Siddhartha Tytler at the helm.