YRF to launch a new fashion label

"Where fashion romances Bollywood" is the tagline of a newly launched brand called Diva'ni. It's a Yash Raj Films' fashion label which is inspired by Bollywood. If you have often found yourself going gaga over those gorgeous sarees and designer dresses, this one is definitely for you.

The brand is said to be infused with Bollywood spirit. YRF has set several fashion trends across its over four-decade-old existence through numerous films. It is tied up with ethnic wear brand Karol Bagh Saree House (KBSH) for this new label.

The brand with Bollywood's glamour quotient is looking ahead to set a new trend. "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," said Rohit Sobti, YRF's Vice President (Licensing and Merchandising). The first collection under the label will be a tribute to Yash Chopra, who in many ways helped define Bollywood fashion.

The collection will be a reflection of how late filmmaker Yash Chopra, who founded YRF, envisioned his heroines and brought out the best in every woman he worked with. "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," said Sanya Dhir, Brand Director, KBSH.

"The design team behind Diva'ni strives to create ensembles that celebrate the emotion in motion, offering the customer an experience to be as stylish and feel as beautiful as a Diva," Dhir added.

IANS