YRF in association with KBSH announces India’s first Bollywood Fashion Label
Where fashion romances Bollywood
Yash Raj Films (YRF) joins hands with Karol Bagh Saree House (KBSH) to create India’s first Bollywood inspired fashion label called Diva’ni– Where fashion romances Bollywood. India’s leading Production House, YRF along with KBSH, aim to serenade the splendour of Indian cinema through aspirational fashion. The brand is a reflection of the rich legacy and heritage associated with both these esteemed names, which celebrates the glitz, glamour, and drama that reverberates from the age-old union of fashion and cinema.
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. Taking ode from the rich Indian traditions and keeping them alive in the form of Diva’ni’s exquisite ensembles, YRF & KBSH together present an experience-consume journey for the Indian and International audiences. The brand strives to make women feel like a diva, who traditionally have been the epitome of pure elegance, grace and beauty. Diva’ni reflects the way Mr. Yash Chopra envisioned his heroines and brought out the best in every woman he worked with.
Inspired from Yash Chopra’s vision and portrayal of the diva in every woman, 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, Ms 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. We are very happy that India’s premier studio YRF shares our vision and has joined hands with us in this very exciting endeavour. Over the last several decades, YRF has pioneered and mastered the presentation of fashion in their iconic films, and have been creating ‘divas’ forever. We are sure the association with YRF will bring alive our dream of celebrating the diva in every woman. 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.”
These two brands, coming under this association, will soon be disclosing more details. House of KBSH is an ethnic wear brand-serving generations since 1947. Recognised for its traditional values and contemporary approach to fashion and styling, the brand is committed to adding elegance and romance to the six yards of canvas. Juxtaposing this classy element is the symphony of dance, drama and romance brought in by YRF in this enterprise. Accredited to be India’s largest production company with aninnate passion for entertainment, YRF strives to applaud the inner diva in every woman with the launch of Diva’ni.
Yash Raj Films (YRF) is the leading player in the Indian film industry and India’s premier independent Studio conglomerate. The banner has produced and distributed some of the industry’s highest grossing films. YRF handles the global distribution of its own films, with offices also in New York, London and Dubai. With its own music and home entertainment labels, design cell and post-production facilities, digital, merchandising, licensing, marketing and talent management divisions, YRF also has its own state-of-the-art fully integrated Studio, producing a slate of films annually, making it an integral part of the India’s entertainment business. The Studio recently announced its foray into the International space with YRF Entertainment.
Located in the heart of one of Delhi’s busiest shopping areas, Karol Bagh Saree House (KBSH) has a legacy of 50 years in making women happy. Just beyond its glass doors, endless exquisite, handmade sarees await, even as the decades old staff instinctively picks the right one for you. As a leader of innovative design trends and insightful customer engagement, KBSH is now ushering in the 21st century avatar to diversify ‘The Saree’ out of the traditional context by breaking stereotypes and make it more accessible, more relevant and to make it a mainstream category that amalgamates the concept of textile and apparel. Today House of KBSH marks its strong presence in India as well as globally with a Pan India distribution network, global online retail presence as well exports in countries like US, UK, Middle East & Canada.