Maybach Icons of Luxury has announced a limited-edition eyewear collection co-designed with Indian rapper Badshah, marking the first time an entertainment personality from India has been granted this role for the German luxury brand’s global collection. This partnership represents a significant shift in how established European luxury houses approach collaborations outside traditional Western markets.
The brand has previously created a bespoke collection honoring American music producer Quincy Jones in November 2014, featuring one-of-a-kind handcrafted leather luggage and eyewear. Ten years later, the brand’s choice to partner with an Indian hip-hop artist reflects changing market priorities and cultural influence patterns. India’s luxury eyewear market is projected to reach USD 1.721 billion by 2030, growing at 11.72% annually, making it an increasingly strategic territory for premium brands.
Badshah, talking about the partnership, said, “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, who has risen from humble beginnings. The eyewear, in particular, embodies true luxury. When you hold a pair, you instantly appreciate the precision, craftsmanship, and meticulous attention to detail, it is art in its purest form.”
Badshah and Maybach’s design team have reworked two core silhouettes, THE ARTIST III and THE KING III, fusing the brand’s signature sophistication with Badshah’s creative language. THE ARTIST III optical series features sound wave patterns integrated into the temple detailing, symbolizing Badshah’s connection to music. Departing from the silhouette’s typically minimalist profile, the collection introduces electric yellow and deep blue colorways, infusing youthful dynamism while preserving refined simplicity.
The KING III sunglass series pays tribute to India’s natural landscapes and wildlife, with each design drawing from elements deeply rooted in the country’s environment. A Snow Camouflage edition reflects the serene, icy terrain of the Himalayas with its crisp white and grey aesthetic. Another Camouflage variant nods to India’s dense jungle expanses and subtly speaks about the rising need for nature preservation and tiger protection through an earthy, rugged pattern that evokes adventure and resilience. Completing the series is the Tigers of India model, a bold bright orange interpretation that honors the majesty of India’s iconic tigers, striking and unapologetic in its visibility.
Eight meticulously handcrafted pieces make up the collection, available exclusively through Eternity Lifestyles in India and authorized Maybach retailers worldwide. THE ARTIST III Optical Series is priced at USD 2,850, while THE KING III Sunglass Series retails at USD 2,950.
Elevating the exclusivity further is the standout masterpiece, a Diamond-Studded Snow Camouflage THE KING III priced at USD 43,600. With only five pieces crafted worldwide, this ultra-limited design features 90 diamonds meticulously set into the snow camouflage pattern, creating a fusion of precision, artistry, and rarity. It stands as the pinnacle of Maybach’s craftsmanship, an exceptional collector’s piece and a definitive statement of uncompromising luxury.
Jutta Kahlbetzer and Wolfgang Thelen, CEOs of Maybach Icons of Luxury, said, “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. India’s vibrant cultural tapestry and its appreciation for exquisite craftsmanship create an unparalleled environment for such innovative collaborations. By aligning with a creative architect like Badshah, Maybach Eyewear not only engages with the dynamic Indian market but also honours the nation’s diverse cultural landscape, positioning itself as a brand that resonates profoundly with discerning contemporary luxury consumers. This partnership underscores the significance of the Indian market while illustrating Maybach’s commitment to fostering cultural exchange.”
Badshah’s involvement extended beyond celebrity endorsement. The rapper recounts: “Through Ronak Sheth from Eternity Lifestyles, I was introduced to the Maybach Icons Of Luxury family and invited to visit their atelier in Germany. I was truly overwhelmed by the workmanship, and witnessing the entire creative process firsthand was a surreal experience. Being granted complete creative freedom to infuse my artistic vision into the designs made this process exceptionally rewarding. Designing eyewear that not only looked visually appealing but also felt comfortable, striking the perfect balance between form and function, posed a unique challenge during the design phase, yet it significantly enhanced my overall experience. This collaboration is truly one of a kind, and I am immensely grateful to be part of this historic moment.”
Badshah recently became the first Indian rapper to surpass 5 billion streams on Spotify across all credits. He delivered the largest-ever sold-out Indian hip-hop tour in North America and has made standout appearances at Paris Men’s Fashion Week and New York Fashion Week, solidifying his reputation as a global style icon. His collaborations include work with top-tier artists such as Davido, J Balvin, Tainy, Sean Paul, Major Lazer, Tiesto, and Lil Baby, consistently pushing the boundaries of creativity and cultural representation.
Maybach Eyewear embodies the storied Maybach automotive philosophy of luxury and uncompromising craftsmanship through its exquisite collection. Each pair of eyewear and sunglasses is as meticulously handcrafted in Germany as their cars. Maybach Eyewear uses a selection of rare and luxurious materials sourced from around the globe, including 18-karat gold, titanium, diamonds, and natural buffalo horn.
For Maybach, this collaboration with Badshah gives them access to India’s expanding luxury consumer base through a figure whose cultural influence spans music, fashion, and youth culture. The partnership positions the brand strategically as India’s appreciation for exquisite craftsmanship and its growing affluent demographic create opportunities for luxury houses willing to engage authentically with the market’s cultural landscape.
