Celebrities put their stamp on fashion

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Fashion designers are not the only ones to design and own a fashion line. Celebrities, including models, actresses and socialites world over, have stepped into the terrain with their own clothing lines.

While in the West, names like Eva Mendes, Rihanna, Sarah Jessica Parker, Penelope Cruz, Jennifer Lopez, Mariah Carey and Victoria Beckham are famous for their brands of clothing, following the trend celebrities in India too have started branching out with their own fashion labels.
Bollywood actress Kareena Kapoor has reportedly been approached by an international brand to design a signature denim line under her nickname Bebo. John Abraham, once the face of Wrangler, had a clothesline by his name. Sometime back, actor-model Malaika Arora Khan too launched her online fashion label TheClosetLabel.com. Then we have Lisa Haydon and Lisa Ray, both with their clothing lines for different brands.
Our celebrities are clearly following the West, feels designer Reynu Taandon. “The trend is prevalent in the West for the longest time, it has come much later into India. We are anyways 10 years behind them and now our celebrities have learnt how to cash in on their brand value. As long as they are active in their profession, they can push any brand or their own clothing line. They have learnt from the western celebrities, who are a walking brand in themselves,” says Reynu.
It’s not only the brand but the talent that make them shine, says designer Rajdeep Ranawat. “It all depends on their aesthetic sense. If you know the right aesthetics, you can create a look. Plus it is not necessary that you have a fashion background. There are so many designers who did not come from a fashion school but still managed to establish a name for themselves. If they can, these celebrities too can make a name provided they have talent,” explains Rajdeep.
Name and fame of these celebrities is what gets them brownie points, explains fashion blogger Supriya Himanshu. “What works for these celebrities is the huge fan following they have. If somebody like Kareena starts her own line, which gives the consumer their dose of fashion and the celebrity’s name, I am sure nobody would mind picking up a piece from the collection. What they need to keep in mind is the pricing — something pocket-friendly surely makes it into people’s cupboards,” she says.
Rajdeep adds, “These actors find it easy to sustain themselves because they already have a good market, sensibility of clothes and good PR. They are welcomed with open arms because they already have established a name for themselves. Who would not want to wear something designed by Madhuri Dixit Nene or Sridevi?” says Rajdeep.
However, stylist Vikram Seth feels, “Somehow, I don’t feel celebrity clothing line is viable. They have least knowledge of colours, material and fashion, as they do not come from a fashion background. Wearing designer clothes is certainly different from designing one in my understanding,” ends he.