Rahul Mishra’s New Language of Luxury Is Design On A Bottle

At first glance, Rahul Mishra and Johnnie Walker Blue Label might seem to belong to different worlds — one spins fabric into poetry, the other turns time into liquid gold. But dig deeper and the parallels start to glow. Both are obsessed with detail, with legacy, with the invisible hands that make luxury mean something. And both believe in excess, not restraint.

So when Johnnie Walker Blue Label, a whisky synonymous with age, rarity, and meticulous craft, came calling, the collaboration didn’t feel like a stretch of imagination. It felt inevitable.

The result that followed is a limited-edition bottle that breathes not just luxury, but also design. Draped in Mishra’s language of flora, fauna, and festivity, the design reinterprets Diwali as sentiment — a “bright beginning,” as Mishra calls it, rendered through a prism of light, texture, and movement. It’s India seen through the lens of slow craft and distilled perfection — a confluence of two worlds obsessed with detail, patience, and legacy.

This collaboration, launched ahead of Diwali 2025, is more than just a festive crossover between fashion and fine spirits; it’s a conversation between two philosophies of making. On one side, a whisky that’s been blended, refined, and perfected over generations. On the other, a designer who has redefined Indian couture by grounding it in sustainability, empathy, and emotion. Together, they create something that feels less like marketing and more like meditation — on time, touch, and the joy of craft.

In a chat with Esquire India, Rahul delves into the inspiration behind the collaboration and everything he’s excited about next.

Why Johnnie Walker? What drew you to a collaboration with a luxury whisky brand?

What drew me most was the shared language of craft. Johnnie Walker Blue Label has always represented heritage, precision, and artistry — qualities that align closely with couture. For me, it was about what the brand stands for: time, patience, and the idea that excellence is built layer by layer. That philosophy felt very familiar. It’s the same spirit that runs through our atelier, where every stitch and motif is shaped by human hands and stories.

Alcohol is not your usual canvas — was there anything exciting or challenging about designing for whisky?

I see myself as a multidisciplinary designer in the truest sense — working across clothing, accessories, sculpture, and even spaces in my personal life. With this collaboration, it was about translating that artistic vision onto a new surface. I’ve always had great respect for craft and for the meticulous legacy of Johnnie Walker Blue Label. It was thrilling to interpret those brand codes through our own lens and create something truly collectible. The intent was to make it feel like a piece of art you’d want to keep long after the celebration — an object that holds memory as much as design.

You’ve often spoken about ‘slow fashion’ and mindful luxury. How did that philosophy translate to a whisky bottle design?

Mindful luxury is about meaning — about valuing what takes time, carries intention, and remains aesthetically relevant for years to come. Even in our garments, we consciously look beyond trends to create what feels timeless. With this collaboration, we wanted to evoke that same quiet craftsmanship and celebratory spirit. The motifs are detailed and layered, inspired by Indian festive traditions — lights, florals, and wildlife. It’s less about ornamentation and more about creating something enduring, collectible, and emotionally resonant.

Festive, collectible, celebratory — what was the mood you wanted this bottle to evoke for the festive season?

I wanted it to feel like light captured in form — something luminous and joyful. It is the season of beginnings, of colour and warmth. The design carries that sense of radiance and movement, like a celebration unfolding in layers. It’s festive, yes, but also deeply emotional — a reminder of how art, culture, and connection come together during this time.

How does Rahul Mishra celebrate the festive season?

Our celebrations are very personal and home-bound. We start preparing days in advance — lighting diyas, decorating with flowers, and playing old Hindi songs as sweets are made in the kitchen. I love the ritual of collecting parijat flowers in the morning; their fragrance instantly reminds me of home. Dinner is always traditional — simple, hearty food like the moong dal, bottle gourd curry and gulab jamuns from my mother’s kitchen. It’s a time when time slows down and we spend evenings with friends and family. Festive season, for me, is not about spectacle — it’s about presence. It’s where light meets gratitude.