New Delhi, July 10: If you're one of those who watched a Bollywood actress scorch the silver screen in that "oh-so-gorgeous" sari or that "amazing" dress - this one's for you! Film production major Yash Raj Films (YRF) is launching a Bollywood inspired fashion label - Diva'ni.
The tag line of the brand, which is said to be infused with the spirit of Bollywood amalgamated with a glamour quotient, reads: "Where fashion romances Bollywood".
YRF, which has set several fashion trends across its over four decade-old existence through films like "Lamhe", "Dilwale Dulhania Le Jayenge", "Dil To Pagal Hai", "Mohabbatein", "Bunty Aur Babli" and "Band Baaja Baaraat", has tied up with ethnic wear brand Karol Bagh Saree House (KBSH) for the new label.
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.
"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," Rohit Sobti, YRF's vice president (Licensing and Merchandising), said in a statement.
The first collection under the label will be a tribute to Yash Chopra, who in many ways helped define Bollywood fashion.
"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.
Other details about the brand and the collection are likely to be announced soon.