Bulgari pays tribute to the traditional kada by launching the India-exclusive B.zero1 Kada bracelet

Italian luxury house Bulgari is known for creating iconic accessories, from the Diagono and Haute Horlogerie watches for men to the Serpenti timepieces for women. This year, the high jewellery brand looked towards Indian shores and found inspiration in the humble kada. Paying tribute to the Indian bangle, Bulgari’s B.zero1 Kada bracelet is a modern twist on a traditional accessory. And who better to bring on board as the face of the campaign than Ayushmann Khurrana, an actor who effortlessly treads the line between traditional values and modernity in his films.

Growing up in Chandigarh, the actor is not new to wearing a kada. In fact, the steel or cast-iron bangle is an important symbol in Punjabi and Sikh cultures. Khurrana, being a Punjabi Hindu, wore one religiously throughout his childhood. So to him, this association is a seamless integration of deeply rooted traditions and contemporary India, both of which he truly believes he represents.

In an exclusive conversation with GQ, Khurrana talks about this association being one of his first luxury campaigns, the importance of the traditional kada growing up, and his style icons.

1. How did this association with Bulgari come about?

Bulgari’s reimagination of their iconic B.zero1 bracelet struck a chord with me because of their ode to the kada. A simple kada is rooted in the traditions of India. To me, it embodies strength and determination. But this new version includes a spiral design made in 18-carat gold that makes it more accessible to the modern Indian guy. I don’t see this just as a piece of jewellery, I see this as a meaningful statement that has deeper values associated with it. Normally you don’t see many international luxury brands creating something special or unique just for a particular market, but I see this as a big deal considering how luxury brands now have a keen interest in the Indian market.

2. The kada is such a traditional accessory in Indian culture, especially in the Punjabi and Sikh communities. What does it mean to you?

It’s a reflection of my roots, my culture, and the landscape of India. It’s a symbol of determination that has been ingrained in the Punjabi and Sikh communities. Bulgari’s version is a combination of tradition and progressive thought and modernity—just like my films. It’s something I’m really proud to convey, not just through movies, but even with fashion.

3. But are you someone who is into accessories?

Honestly speaking, I’m a minimalist when it comes to accessories. Even as a child, all I ever wore was just a kada, which was a staple in my family. The B.zero1 Kada bracelet is more of a subtle style statement. I was pleasantly surprised by how comfortable it is. Unlike a kada, it doesn’t come off while working out, walking or running. But on a daily basis, I generally wear just a simple chain with a bomber jacket or a formal shirt. I also love a classic watch, which I think is a must-have for every wardrobe, along with a good belt.

4. Indian men are increasingly becoming more experimental with their style, especially accessories.

That’s so true. But I also think that it all depends on your personality. My brother (Aparshakti Khurana), for example, who is an extrovert, is more of an accessory person than I am. Me, on the other hand—I am like the silent kid in class who prefers subtleties.

5. You are revered as one of the best-dressed celebrities in India currently. How do you think your style has evolved over the years?

I’ve learned to appreciate fashion more by embracing a blend of classic elements with a trendy flare. I chalk it up to understanding what feels authentic to me. Working in the film industry has given me the opportunity to experiment with different looks, depending on the characters I play on-screen. This allows me to diversify my taste in fashion. An interesting thing I did notice about myself is that I tend to adhere to and fine-tune my style depending on where I am going. For example, if I’m hosting an award show, I’ll wear something classic like a suit, but if I’m coming for a GQ event, then I’ll try to be more experimental with my fashion choices.

6. Whom do you look up to when it comes to style and fashion?

Timothée Chalamet. I used to have the same body type as him when I was in college. Another one is Andrew Garfield. These two actors are subtle with their style and don’t try too hard. They wear their personality on their sleeve. I would also say Ryan Gosling, but I see his style as aspirational for a more classic way of dressing.