One August morning in 2021, a 25-year-old woman in New Delhi sat staring at her phone, unmindful that she could be late to work. So did two of her friends, one in Mumbai and the other in Chandigarh. On all three phones, the H&M app was open. The three women were logged in, holding their breath, waiting for the Sabyasachi x H&M collection to become available on the app.
At 10 o’clock, the collection dropped, and the woman in New Delhi bought a pair of earrings. The three friends felt vindicated in their anxiety and alacrity when they noticed that