Karan Johar is well-known for challenging stereotypes and setting new trends. From transforming Bollywood storytelling to creating luxury lifestyle brands, this filmmaker-entrepreneur has continually redefined modernity and style in India. Now, his high-end jewellery brand Tyaani has boldly launched its men’s campaign—‘Forces of Tyaani’—featuring the talented actor Jim Sarbh.
Jewellery Beyond Gender
In India, jewellery has traditionally been linked to women, with men’s accessories often limited to watches or cufflinks. However, as times change, so do attitudes. With the rise of global discussions on gender fluidity, individuality, and fashion as a form of self-expression, men’s jewellery is beginning to gain traction.
Karan Johar’s ‘Forces of Tyaani’ directly engages with this shift. By showcasing men confidently wearing jewellery, Tyaani is establishing a new niche in India’s luxury fashion landscape.
Why Jim Sarbh?
If anyone exemplifies unconventional allure and artistic daring, it’s Jim Sarbh. Renowned for his impactful roles in films and series like Padmaavat, Made in Heaven, and Rocket Boys, Jim has earned a reputation for thriving on breaking boundaries.
Selecting Jim as the campaign’s face is a thoughtful choice—he defies the typical Bollywood hero mold, yet his captivating aura and fearless fashion sense make him an ideal representative for Tyaani’s bold new path. His unique style, paired with his willingness to experiment, aligns perfectly with the campaign’s fundamental message: jewellery is for anyone who wants to shine.
The Campaign Vision
The ‘Forces of Tyaani’ campaign merges sophistication with masculinity, presenting jewellery as a symbol of strength rather than merely an accessory. The designs showcase intricate craftsmanship, infused with a daring edge—striking a perfect balance between tradition and modernity.
From necklaces to rings and standout pieces, the collection portrays jewellery as an extension of one’s personality. Whether it’s a laid-back outfit or a glamorous red-carpet look, the campaign demonstrates that men can wear jewellery with the same style as women.
Karan Johar’s Take
Karan Johar, celebrated for his passion for fashion and dramatic flair, has consistently championed inclusivity and individuality. Through this campaign, he appears to reflect a broader cultural shift—making it acceptable for men to wear jewellery without facing judgment.
Discussing Tyaani’s mission, Johar has frequently highlighted the brand’s commitment to high-quality craftsmanship and accessibility, but with ‘Forces of Tyaani’, the emphasis also lies on cultural change. It’s about broadening perspectives and redefining who jewellery is “designed for.”
Breaking Stereotypes in Indian Fashion
While international fashion brands have welcomed men’s jewellery for years, the concept remains relatively novel in India. Campaigns like this play a crucial role in normalizing the trend, challenging norms and empowering men to incorporate jewellery into their daily attire.
With a figure like Jim Sarbh at the forefront, the campaign guarantees that the message is bold, fashionable, and relatable.
With ‘Forces of Tyaani’, Karan Johar and Jim Sarbh are not merely initiating a campaign—they are igniting a dialogue. By challenging stereotypes and advancing inclusivity in Indian fashion, this duo is transforming how men perceive jewellery.Moreover, the excitement surrounding the campaign suggests one thing: men’s jewellery has shed its taboo status. It now represents a declaration of individuality, strength, and style—and Tyaani is at the forefront of this movement.