Yash Raj Films' comes up with
Bollywood's first fashion label Diva'ni
Yash Raj Films has reportedly joined hands with the Karol Bagh Saree House (KBSH) to launch India's very first fashion label inspired by Bollywood. The label named Diva'ni is said to be inspired by Yash Chopra who, by the portrayal of his heroines, has defined Bollywood's fashion to a great extent. Sources suggest that its first collection would be dedicated to him.
"YRF has been looking to participate in a meaningful way in the apparel category, in order to bring the trends of Bollywood and YRF closer to the consumers. As an industry, we have been setting fashion trends for our fans worldwide over the last 100 years. Development of the brand Diva'ni is a most significant effort by any Film Studio in the world and KBSH is an ideal associate in helping us achieve our goal. With KBSH's long-standing expertise in creating high quality designs, and always at the forefront of changing fashions over the years, we are sure that they will bring the requisite skill sets for this venture to succeed", YRF's Vice President, Licensing & Merchandising, Rohit Sobti recently said.
On the other hand, glad at the association, KBSH's Ms Sanya Dhir said, "We at KBSH understand what a woman wants in her ensemble. In a country like India where women of all age groups are so highly inspired by Indian cinema, we strive to give our audiences a brand that will bring them a step closer to living their Bollywood dream. We are very happy that India's premier studio YRF shares our vision and has joined hands with us in this very exciting endeavour".
"YRF has been looking to participate in a meaningful way in the apparel category, in order to bring the trends of Bollywood and YRF closer to the consumers. As an industry, we have been setting fashion trends for our fans worldwide over the last 100 years. Development of the brand Diva'ni is a most significant effort by any Film Studio in the world and KBSH is an ideal associate in helping us achieve our goal. With KBSH's long-standing expertise in creating high quality designs, and always at the forefront of changing fashions over the years, we are sure that they will bring the requisite skill sets for this venture to succeed", YRF's Vice President, Licensing & Merchandising, Rohit Sobti recently said.
On the other hand, glad at the association, KBSH's Ms Sanya Dhir said, "We at KBSH understand what a woman wants in her ensemble. In a country like India where women of all age groups are so highly inspired by Indian cinema, we strive to give our audiences a brand that will bring them a step closer to living their Bollywood dream. We are very happy that India's premier studio YRF shares our vision and has joined hands with us in this very exciting endeavour".
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