In a landmark moment for both the luxury eyewear sector and the global music industry, MAYBACH Icons Of Luxury, one of the world’s most prestigious luxury houses, has partnered with multi-platinum Indian hip-hop heavyweight and pop-culture icon Badshah for a limited-edition collection. This trailblazing appointment marks the first time an entertainment personality from India has taken on the role of co-designing and curating a global collection, signalling a bold new chapter of inclusivity and creative diversity in the evolution of MAYBACH Icons Of Luxury.
As part of this partnership, Badshah—widely celebrated for reshaping India’s entertainment landscape and revered as an avant-garde creative visionary has created a bespoke collection which carries his unmistakable design aesthetic rooted in individuality and luxury, while honouring MAYBACH’s enduring and timeless legacy.
The MAYBACH x Badshah collection is more than a design partnership—it is a celebration of self-expression, cultural heritage and artistic identity. Every piece represents Badshah’s personal journey while upholding the craftsmanship excellence synonymous with MAYBACH. The new collection introduces a renewed artistic perspective to two of MAYBACH Eyewear’s most iconic silhouettes—THE ARTIST III and THE KING III—fusing the brand’s signature sophistication with Badshah’s unmistakable creative language.
The luxurious capsule will present eight meticulously handcrafted eyewear pieces, available exclusively at Eternity Lifestyles in India and through authorized MAYBACH Eyewear retailers globally. The collection includes THE ARTIST III Optical Series priced at INR 2,79,150.00 (USD 2850.00), THE KING III Sunglass Series at INR 3,23,300.00 (USD 2950.00) and the standout Diamond-Studded Snow Camouflage THE KING III, offered at INR 50,88,450.00 (USD 43600.00)
The ARTIST III optical series takes on a renewed creative edge as Badshah and the MAYBACH design team draw inspiration from a deeply personal source—sound waves. Symbolising Badshah’s distinctive connection to the world of music, these waveforms are reinterpreted into intricate temple detailing that brings a sense of movement to the frames. Traditionally defined by a formal, minimalist aesthetic, THE ARTIST III silhouette is revitalised with vibrant hues such as electric yellow and deep blue. This bold palette infuses youthful dynamism into the design, preserving its refined simplicity while making it resonate powerfully with a new generation of eyewear enthusiasts.
THE KING III sunglass series in the MAYBACH x Badshah collection pays tribute to the raw power and diversity of India’s natural landscapes, with each design drawing from elements deeply rooted in the country’s environment and wildlife. The Snow Camouflage edition reflects the serene, icy terrain of the Himalayas with its crisp white-and-grey aesthetic, while 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 trio is the Tigers of India model, a bold and unmistakable bright-orange interpretation that honours the majesty of India’s iconic tigers—striking, unapologetic and instantly recognizable.
Further elevating the exclusivity of the collection is its standout masterpiece: Diamond-Studded Snow Camouflage THE KING III. With only five pieces crafted worldwide, this ultra-limited design features 90 diamonds meticulously set into the snow camouflage pattern, creating a breathtaking 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.
As MAYBACH Icons Of Luxury expands its strategic footprint across the Indian subcontinent—an emerging luxury eyewear market projected to reach USD 1,721 million by 2030 with a CAGR of 11.72%—this collaboration positions the brand at the forefront of cultural exchange and commercial evolution.
Jutta Kahlbetzer & Wolfgang Thelen, CEOs, MAYBACH Icons Of Luxury state, “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. For the first time, we are seamlessly integrating MAYBACH’s rich heritage with the distinctive artistic expression embodied by Badshah, reinterpreting modern luxury from the lens of diversity and inclusivity. 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 states, “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. 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.”
The singer-songwriter, rapper, record producer’s recent standout appearances at Paris Men’s Fashion Week and New York Fashion Week have solidified Badshah’s reputation as a global style icon. Beyond his impact in pop culture, he continues to break barriers in the music industry. He recently made history as the first Indian rapper to surpass 5 billion streams on Spotify across all credits and delivered the largest-ever sold-out Indian hip-hop tour in North America, underscoring his immense popularity and influence. Having collaborated with top tier artists such as Davido, J Balvin, Tainy, Sean Paul, Major Lazer, Tiesto and Lil Baby, he is 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 a prestigious statement, meticulously handcrafted in Germany with unmatched attention to detail and precision. The frames seamlessly blend timeless elegance with contemporary sophistication, catering to connoisseurs who seek the highest standards of quality and exclusivity. Every MAYBACH frame is created in the brand’s atelier, where artisanal techniques converge with modern manufacturing to produce individual masterpieces with limited availability. MAYBACH Eyewear features a carefully curated selection of rare and luxurious materials sourced from around the globe, including 18-karat gold, titanium, diamonds and natural buffalo horn. In November 2014, the brand honoured legendary US music producer Quincy Jones with the Quincy Icon Collection of one-of-a-kind handcrafted leather luggage and eyewear collection.