We all have grown watching YRF movies and always been fond of the six yards flaunted by the beautiful actresses, inspiring and creating fashion trends. Keeping the legacy on and setting new fashion statements, YRF has tied up with Karol Bagh Saree House (KBSH) to launch a saree private label, Diva’ni.
The brand launched with an apt tagline, Where fashion romances Bollywood, aims to serenade the splendour of Indian cinema through aspirational fashion.
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. Diva’ni reflects the way Yash Chopra envisioned his heroines and brought out the best in every woman he worked with. Inspired by his vision, the first collection to be launched will be a fitting tribute to the man, who in many ways helped define Bollywood fashion.
Rohit Sobti, YRF’s Vice President, Licensing & Merchandising said, “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.”
Commenting on the association, Sanya Dhir, Brand Director, KBSH said, “Coming with a vast understanding of the ethnic fashion industry,and with an experience of over 50 years, 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. 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.”
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