MUMBAI: Yash Raj Films (YRF) have joined hands with Karol Bagh Saree House (KBSH) to create India’s first Bollywood inspired fashion label called Diva’ni – where fashion will romance Bollywood, according to a press release by the production house. It says that YRF along with KBSH aim to serenade the splendour of Indian cinema through aspirational fashion. The brand is a reflection of the rich legacy and heritage associated with both these esteemed names, which celebrates the glitz, glamour, and drama that reverberates from the age-old union of fashion and cinema.
It says the objective behind the inception of Diva’ni is to create a brand that is infused with the spirit of Bollywood amalgamated with a glamour quotient that fashion adds to it. Taking ode from the rich Indian traditions and keeping them alive in the form of Diva’ni’s exquisite ensembles, YRF & KBSH together present an experience-consume journey for the Indian and International audiences. The brand strives to make women feel like a diva, who traditionally have been the epitome of pure elegance, grace and beauty. Diva’ni reflects the way Mr. Yash Chopra envisioned his heroines and brought out the best in every woman he worked with.
Inspired from Yash Chopra’s vision and portrayal of the diva in every woman, the first collection to be launched will be a fitting tribute to the man, who in many ways helped define Bollywood fashion, the release said.
India Post News Service