So now after Alia Bhatt, Shraddha Kapoor has launched her very own Fashion Line called ‘Imara‘ which available on the official website (Click on the Link) and Jabong! (YAY!) I was so excited about this since so long and the time has finally arrived. The best part about her collection is that firstly, it is all Indian traditional wear which young celebrities hardly touch upon. I really respect her for the fact that she has taken this step to introduct her line with Kurtis, traditional tops etc which are daily wear for Indian girls and women. Secondly, her range has been priced at really affordable prices. The collection starts from Rs.799/- which is a big Yay!
‘IMARA is a contemporary rendition of the conventional. A modern Indian adaptation of classics, from once upon a time. Experimenting with ethnic designs, it offers a refreshing take on fashion, for the young and the stylish. A line of clothing for the new Indian woman; smart and independent, open and free.
Imara is co-created with Bollywood sweetheart Shraddha Kapoor and has been launched as a women’s ethnic fashion brand. It is conceptualized by Universal Sportsbiz Private Limited (USPL), an Accel Partners portfolio company, is India’s first celebrity commerce company.
Daughter of veteran Indian actor Shakti Kapoor, Shraddha debuted in 2010. Acting aside, Shraddha Kapoor is well known in the fashion circuit for her sense of style. Her natural grace and elegance lends itself to anything she wishes to be seen in. As a modern Indian woman and a true fashionista, Imara suits Shraddha Kapoor like nothing else.‘
Here is her interview from Jabong:
Shraddha Kapoor is one enterprising woman. At 25, she’s not just an actor making it big in Bollywood. She turned signer for her film Ek Tha Villain and now has turned designer with a clothing line for Imara.
The collection consists of affordable Indian wear (think Western silhouettes with Indian prints) priced at Rs 799 to Rs 3,999 with a fantasy theme. We got chatting with Kapoor to find out about her foray into the world of fashion.
Jabong: What inclined you to become a designer?
Shraddha Kapoor: Launching my own fashion line has always been something I wanted to pursue. For as long as I can remember, I have been in love with clothes, with fashion and the idea of designing my own collection has always fascinated me. My penchant for creating something trendy, contemprary, and a line that is an extension of my personality is my inspiration for Imara.
Jabong: Who are your favourite designers?
SK: Top of my list of favourite designers right now are the designers who have worked on creating Imara, following closely behind them is Sabyasachi Mukherjee and Manish Malhotra.
Jabong: What can we expect from the collection?
SK: Imara is a contemporary rendition of the conventional. A modern Indian adaptation of classics, from once upon a time. Experimenting with ethnic designs, it offers a refreshing take on fashion, for the young and the stylish. A line of clothing for the new Indian woman. Smart and independent, open and free.. Worked upon by some of the best designers in the country, Imara is seamless blend of ethnic designs and western silhouettes.
Jabong: Please describe the design process.
SK: The process of designing Imara has been an extremely gratifying creative expedition for me. When I first heard about the idea behind Imara, I really liked the sensibility of the brand and the decision of spearheading it came naturally. I worked with some of the best designers around the country, shared my ideas with them and saw them work their magic and bring those to life. Watching my ideas for Imara materialize so beautifully is one of the greatest experiences I’ve had so far.
Jabong: Who is the Imara woman?
SK: Imara is made for the everyday woman, and I would ideally like every free spirited woman in this country as an Imara woman. She is at her core, fiercly independent, has a burning ambition and goes through life with strong ambition and resolve.
Jabong: What sets Imara apart from other celebrity fashion brands?
SK: It’s affordable fashion, any woman can just get her hands on it without shelling out some crazy psychotic amount of money, I think that’s the USP of Imara. Feel like a princess without having to spend like one.
Jabong: What’s the inspiration behind your collection?
SK: Imara is inspired by elements of fashion and mystique that have been combined together through some of the most stunning designs. Having drawn inspiration from the tales of ‘Once upon a time…’, Imara is inspired by all the princesses who were the game changers of their fairy tales.
Jabong: When it comes to your personal style, what’s your favourite look?
SK: I love the traditional look and have over the years have a learned to appreciate the fusion in Indian wear. Always looking for a traditional look with a contemporary design, you are going to see me in a lot of Imara soon.
I personally wish to try out from her collection ASAP!
Way to go Shraddha!
P.S – There is a Fabulous Sale going on IMARA at Jabong! With almost 50% discounts, grab your steals now!