Shraddha Kapoor unveils clothing line, Imara

Actress Shraddha Kapoor joins the list of celebs to get into the fashion world. She has unveiled a line of clothing called ‘Imara’. The collection takes inspiration from fairy tale fantasy like Thumbelina and Little Red Riding Hood, as is evident from the ad campaign of her label. The range is designed by the Bollywood star in collaboration with artisans from Universal Sportsbiz (USPL).

Last year, the company had partnered with South Indian movie star turned politician Ramya to design a collection of ethnic and fusion apparel. Titled Spandana, the range was launched exclusively on fashion portal Myntra.com. Later, it launched a premiere fashion brand, ‘Wrogn’, inspired by Indian cricketer Virat Kohli.

Collaboration of celebs and fashion is not a new phenomenon. Started in 2012, USPL has partnered sporting icons such as Sachin Tendulkar, Lionel Messi, Yuvraj Singh, Sania Mirza and others to launch their range of exclusive merchandise and memorabilia under its maiden enterprise, Collectabillia. The company has earlier worked on Tamil film Kochadaiiyaan along with mobile phone manufacturer Karbonn. In March, Universal Sportsbiz, along with Bangalore-based digital accessories startup iAccy tied up Lionel Messi for the rights to design, manufacture and sell phone and laptop accessories with the Argentinian football star's images across 80 countries.