Yash Raj Films is a very known brand when matter comes to movies and they are now bringing themselves in fashion industry as well. YRF is about to launch their bollywood inspired salwar suits for the first time which will be known as "Diva'ni".
Many people have got tied up with YRF to reach here. Among them Karol Bagh Saree is one who helped to create the label.
The main motto of Diva'ni would be to serve the ladies the way late Yash Chopra designed their heriones'c lothing whether it is Shridevi in chiffon saree or Sharmila Tagore in tight Kurta Salwar. They wanted all the morden and ancient style to come together ina store.
According to Rohit Sobti, Vice President,Licensing & Merchandising - YRF, they are looking to bring YRF closer to their users by connecting through fashion category. YRF has set many fashion trends for over 100 years and now they wanted it to adopted by people directly. He added that setting up and developing such brand like Diva'ni is a big task which needs lot of efforts for a film studio and KBSH would be the ideal to associate with.
