Bollywood Blast: Yash Raj Films Introduces New Fashion Label; Diwa’ni!

by Secret Closet on October 08, 2013 in Bollywood Blast


Why opt for a single celebrity endorsement for their first step into fashion when Yash Raj Films has the entire list of Bollywood A-list actresses at its disposal? To celebrate what would have been the legendary director/producer Yash Chopra’s 81st birthday, the Yash Raj banner introduced the debut collection of its new fashion label inspired by cinema; Diwa’ni. Several of the leading ladies from their films from Rekha to Parineeti Chopra walked the ramp to model the couture line. While in theory, the transgression from cinematic on-screen fashion to a tangible marketable line seemed natural enough, in reality as the actresses stepped out of the virtual screen and onto the ramp it somewhat shattered the dreamlike quality that connects us to Bollywood cinema.

As far as cherishing the memory of its founder, the fashion showcase was an admirable effort as we relived the moments of Veer Zara and saw Shahrukh Khan united with most of his leading ladies. The collective however was far from a cohesive fashion line and lacked thought, creativity, and innovative design elements. However the label is sure to enthrall fans and may perhaps reshape, re-strategize and become a viable label in the near future. However with Manish Malhotra dominating the two side of the Bollywood fashion coin, we wonder if there is space for Diwa’ni to integrate itself into this realm.

Anushka Sharma for Diwa’ni

Juhi Chawla

Katrina Kaif

Madhuri Dixit

Parineeti Chopra

Preity Zinta

Rani Mukherjee



Shahrukh Khan with the Yash Raj heroines

What do you think of Diwa’ni?

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