[1]Bollywood has often inspired fashion trends. Costumes flaunted by actors onscreen have had their copies sold as street fashion and found a way into wardrobes of many. But now get set to own the actual chiffon saree or the gorgeous anarkali that you spotted on the Yashraj Films heroine as the production house has tied up with Karol Bagh Saree House (KBSH) to launch a new brand, Diva’ni.
“Exposure of various designers in Bollywood has generated consumer interest and demand for such designs. It is a win-win situation for both, the consumer can purchase desirable fashion and we benefit from such exposure,” explains Rohit Sobti, VP, licencing & merchandise, Yash Raj Films.
Inspired from Yash Chopra’s vision of his heroines, the first collection to be launched will be a tribute to the man who helped define Bollywood fashion.
Targeting women in the age group 25 to 45, the brand will provide a range of options in ethnic Indian wear including sarees, salwar kameez, lehengas and anarkalis. “Diva’ni will look towards flaunting the spirit of every woman and escape from reality into large than life cinema. The brand plans to cater to premium and couture segments,” says Sanya Dhir, brand director, KBSH. The price range would be from `5,000 to `7.5 lakh. She adds, “Focus is on the metro consumers and also the tier-2 and 3 cities as well as international audiences.”
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[1] http://archive.asianage.com/tab9jpg-739