Ekta Kapoor ventures into fashion segment with label ‘EK’

After Bollywood stars launching fashion lines and merchandise designed under their guidance, now famed television and film producer Ekta Kapoor is trudging the same path. Kapoor is set to unveil a collection of saris and jewellery from her television shows under her brand called ‘EK’.

Looking at the excitement, her leading ladies’ looks have created among audiences, Kapoor decided to launch EK, so that customers from across India can buy their favourite ensemble or ornaments flaunted in the television serials. The company will also unveil the collection online to reach out to a wide consumer base.

E-commerce has created an opportunity for these stars to be the face and inspiration for clothing collections. Recently, Shah Rukh Khan partnered fashion portal Yepme.com as its brand endorser while wife Gauri Khan inspired a holiday collection for Satya Paul. Bollywood actor Anil Kapoor’s daughters Rhea and Sonam, are teaming up with Shoppers Stop for a clothing line called ‘Rheson’.

Actor Salman Khan is already associated with popular clothing brand Being Human named after his Being Human Foundation. And actress Shraddha Kapoor has joined the list of celebs in fashion world with a line of clothing called ‘Imara’.