Gets inspired by famed cameos from cinema of the 60s, recreating that aura for present day divas.
Indian cinema’s most endearing fashion icon Sharmila Tagore Pataudi graced the occasion.
New Delhi: Diva’ni, India’s first cinema inspired fashion brand, rekindled the magic and grandeur of the silver screen of the 60s, by unveiling MADE IN CINEMA, an Indian fusion collection for Spring Summer -2014. Combining western form and fit with Indian textural grandeur, the collection adds a fusion appeal to this hand craft label. A label born of the joint ideology of KBSH Pvt. Ltd. and Yash Raj Studios, Div’ani re-creates celluloid fashion for real life divas. Each piece crafted by hand and made to magical perfection.
Dina’ni’s Spring-Summer ’14 line got launched over a panel discussion on ‘ Does fashion inspire cinema or vice versa’. Held at the Diva’ni flagship store located in South Delhi, the discussion was chaired by Sharmila Tagore Pataudi who was in conversation with NDTV anchor Puja Talwar, Sanya Dhir, Brand Head, Diva’ni, Pratap Sutan, brand expert and Varun Ravindranath Rana, Fashion Features Director , Harper’s Bazaar India.
“Indian Cinema has to its credit many an iconic fashion moments. Each one, like the proverbial high tide, have swept real life divas off their feet. And it is the magic of these cameos that our brand tries to recreate.For the spring-summer of 2014, Diva’ni treads back tothe fashionable 60s and 70s when heroines so skillfully combined western silhouettes with Indian hand craft techniques,”said Sanya Dhir, Brand Head Diva’ni.
“ Manchester floral hand painted on flowing chiffons, cigarette pants in crisp silks and tailored jackets with embroidery detailing were the flavor of that era. The label gets inspired by Sadhana’s hand painted saris, Sharmila’s fitted tunics and Madhubala’s stylish blouses to interpret them with a fashion forward sensibility, ”added Parineeti, the design head.
Pragmatically , inspiration is defined as a brilliant or timely idea. This spring Made in Cinema aims at accentuating this creatively satisfying spirit of the Indian Diva. Essaying the romance of reels and threads, this 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.
The carefully created silhouettes are wearable anywhere in the world. Sporty jackets, shorts, jumpsuits, short and long dress, cocktail pieces, palazzos, long and soft hand loom coats,buzzy blouses, crop tops in colors from the spring palette treated to fit the modern day woman’s closet , hand painted sarees and dresses with delicate thread treatment define the finesse of this collection.
About Divani:
Diva’ni is India’s first cinema-inspired ethnic wear label, brought to you by KBSH Private Limited and Yash Raj Films. Diva’ni draws its from late Shri. Yash Chopra, who put as much effort into draping his heroines, as he did in painting beautiful visual imageries on reel. His memorable costumes have catapulted many a heroine to diva, and enamored a generation of cinema lovers.
In the same essence Diva’ni brings out the diva in every woman, giving her the freedom to wear her mind, expressing her innermost feelings. Diva’ni is freedom, inspired by fashion, film and femininity.