Live your Bollywood dream with YRF's fashion line

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.