IIFA Merchandise will soon be available in retail chains across the country
Amitabh Bachchan’s fans may have reason to cheer as outfits similar to those worn by him on-screen will soon be available in retail chains across the country.
The International Indian Film Academy Awards (IIFA) and merchandising firm BIBA Apparels are ready with an exclusive high end ready-to-wear ‘Bling’ fashion collection reflecting the styles and trends in Bollywood.
“It is for the first time that IIFA is coming into the field of merchandising. IIFA Bling is a platform which will help consumers experience stardom. It is the closest a consumer can get to IIFA,” said BIBA’s director Sanjay Bindra last evening while unveiling the collection here.
Designers Vikram Phadnis, Renu Chopra and Bina Kapur showcased their collection inspired by the upcoming film ‘Bhootnath’ in the presence of IIFA’s brand ambassador Amitabh Bachchan who stars in it.
Priced between Rs 13,000 and Rs 18,000, the first ‘Bling’ collection, inspired by glamorous outfits of Bollywood stars, will open in New Delhi by the end of this week.
“I will be designing new clothes for the upcoming IIFA awards which will be ready to wear designer clothes in Bollywood style. Inspired by the spirit of IIFA I have used a lot of earthy colours,” designer Vikram Phadnis told PTI on the sidelines of the launch.
The ‘IIFA Bling for BIBA’ will be showcased first to a global audience at the IIFA award ceremony in Bangkok in June this year. With an eye on the international market, ‘IIFA Bling for BIBA’ will be launched at the exclusive outlet in Thailand.
“Bling collection is for the global Indians and we have planned an aggressive marketing plan. We are already in talks with Thailand’s Central store which will showcase our collection there,” said Bindra. Designers Renu Chopra and Bina Kapur said,”Designers are focussed on creativity and mass businesses are focussed on distribution and reach. It is not often that both come together for the benefit of consumers.”
“IFFA Bling for BIBA is an amalgamation of a designers effort to create exclusive garments and a retailers ability to transport them to availibility. Moreover it is all about getting the glamour of Indian cinema into peoples lives,” they added.
The ready to wear designer collection will be retailed at the selected stores across the country which already display BIBA collection.
— PTI
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