The cinematic capital of India witnessed explosion of fashion, film, femininity, grace and freedom as Mrs. Pamela Chopra and Ms. Sanya Dhir hosted the launch of the flagship store of DIVA’NI-India’s first ever cinema inspired fashion label. The soiree was a mega affair as it celebrated the homecoming of a fashion label exploded out of Indian cinema’s DNA. The gala launch was well attended by the who’s who of tinsel town Rani Mukerji, Parineeti Chopra, Alia Bhatt, Kiran Rao, Arjun Kapoor, Sushant Singh Rajput, Ankita Lokhande, Poonam Dhillon to name a few.
DIVA’NI, a collaboration of YRF – Yash Raj Films and KBSH Private Limited, is a brand that blooms to life bang in the middle of the dual worlds of fashion and cinema. It is arguably the only brand in the entire world that keeps cinema as its alphabet, with which it writes and creates its own language of fashion.
Speaking about the event Mrs. Pamela Chopra said“DIVA’NI was an idea that truly excited my husband. When it was decided to create the first range of cinema inspired clothing line for women, my husband wanted to be an active part of the designing and execution, but it was not to be and he left us in the initial stages. Then my family decided to bring it to fruition. DIVA’NI store opening in Mumbai, the city of cinema is very appropriate.
Everyone knows that Yash believed his heroine was a Diva. He enamoured many generations of cinema lovers with the portrayal of his heroines. I am very happy at this outing of YRF and I am sure Yash is too somewhere up there”.
Speaking about the launch Ms. Sanya Dhir, Brand Director DIVA’NI said, “Mumbai is India’s cinema capital and the perfect home for DIVA’NI, the only cinema inspired brand in the world. The warm welcome given to us by such stalwarts of the industry has strengthened our belief that India needs a brand like DIVA’NI to showcase the sheer magic of cinema that like the proverbial high tide, has swept real life divas off their feet. And it is this magic of Indian celluloid that our brand tries to rekindle.”
The flagship store in Mumbai is the second store for the brand in sync with its expansion plans. The first store opened in Delhi which was very warmly welcomed by the beautiful women of the capital who got completely swept away by this new idiom in high quality fashion.
“Essaying the romance of reels and threads, our collection is an evidence of the virtuosos’ work of painstaking craft. Cutting edge silhouette coupled with exquisite embroidery, essays the saga of the cinematic grandeur of the Diva”adds Sanya.
When cinema goes fashionable, fashion goes cinematic.
Personifying the feisty cameo of the diva in cinema further enhanced through her style and fashion statement, DIVA’NI accentuates the spirit of the diva within every woman. DIVA’NI explores every angle and dimension of the real and unreal to unveil a line of exquisitely imagined clothes for discerning fashionistas.
DIVA’NI as a brand isn’t merely limited to the Bollywood genre of fashion. Neither is it hemmed in only by an Indian sensibility.DIVA’NIis powered by the imaginative cameos cinema creates on celluloid globally.It re-looks at the multiple genres, the narratives, the ages, the eras, the stories, the trends and everything else that cinema continuously surprises us with, re-interpreting them in the language of fashion. It gets inspired by the fabulous flights into fashion and design that creates the fabric of a film.
Add to that the ancient heritage of weaving and textural treatments that KBSH brings to the table and you have a perfect blend of craft and culture to conjure up a brilliantly distinct brand.
Just how brilliantly can cinema inspire fashion?
It’s almost a year since DIVA’NI was first unveiled in Mumbai, on the occasion of the late Yash Chopra’s birthday. It was an evening that showcased the fabulous Director’s legendary love for bringing out the Diva in every woman. An evening that had Indian cinema’s nine most beautiful ladies present the first ever fashion collection from DIVA’NI.
Mumbai: The fabled land of cinema
The new Mumbai DIVA’NI store is a true tribute to Mumbai – the authentic home of Indian cinema.For all the contribution that Mumbai has made to build the idiom of Indian cinema and all the dreams and stories that it helped translate into film and success, DIVA’NI is a fusion of cinema and fashion that will portray beauty and brilliance for Mumbai’s beautiful women.
Among its collection of the finest fabrics, touched by the craft of the country’s most revered masters, DIVA’NI aims to immortalize the spirit of cinema in its own very cradle – MUMBAI.