New Delhi, July 2: Designer duo Shantanu Mehra and Nikhil Mehra, who will pay tribute to 100 years of Indian Cinema at Grey Goose IIFA Rocks! this year, promise something different by focusing on style statements made by negative characters in movies.
IIFA Rocks!, a fashion event that takes place every year as part of the International Indian Film Academy (IIFA) awards, celebrates the association of fashion and films.
"The collection will take you on a journey back in time with all the classic villains and vamps walking the ramp to celebrate 100 years of cinema. Like the icons of the 1970's era like Pran, Ajit, and Prem Chopra, the villain is back today in his most modern avatar," Shantanu told IANS.
"It is going to be a nostalgic journey on the ramp," he added.
The collection will have their signature style that has made Bollywood divas look stylish, chic and beautiful and will speak of a lot of drama.
"The collection will be classic, yet edgy, with sharp tailored silhouettes paired with soft flowing drapes to create drama. There would be sequences of retro inspired dresses, red carpet gowns and some contemporary Indian wear," he said.
Further explaining the theme he said: "From the incredibly noir world of the villains - glamour and the underworld deeply intertwined, we've tried to bring alive the 1970's era in today's modern day setting. It is the stark contrast of the good and the bad, the shadows and highlights of the underworld, that we have interpreted with the use of textures, fabrics and colours in this collection."
Bollywood and fashion have walked hand in hand from time immemorial and Shantanu believes that the association plays an important role in keeping the masses up to date with new trends.
"Cinema has changed quite drastically in the last six years or so, there is enough for both - the masses and the classes. This way Bollywood and fashion will always be hands in glove, but there will always be a little bit more for the masses because of Bollywood's universal appeal.
"Red carpet dressing by celebrities, on the other hand, would inspire a lot of youngsters to look at fashion more seriously," he said.
Grey Goose IIFA Rocks! will be part of Videocon D2H IIFA weekend, which will kick start July 4.