Fashion brand Diva’ni to open store in Lahore

Diva’ni, a fashion label inspired by Bollywood and revolving around movies, is set to open its doors to Pakistani customers. It will open a shop in Pakistan in July with the first international couture flagship store to be launched in Lahore. Diva’ni was first introduced to India in 2013 by Yash Raj Films and KBSH Private Limited. It is one of the largest and independent heritage fashion houses based out of Delhi. This launch in Pakistan is a proof of our shared heritage and culture across cuisine, values, music, films, fashion and sport. It is amply evident how Bollywood films are huge in Pakistan. Even when it comes to clothes, women on both side of the border, have been exchanging latest styles and fashion for years. In fact, presently, Pakistani kurtas and dress material are a huge rage in India.

Diva’ni works closely with weavers and artisans to conserve and promote dying traditional crafts from different regions of the country. With hundreds of zardozikars, handloom weavers and hand-paint women artisans spread over Lucknow, Delhi, Varanasi, Diva’ni is able to create exclusive and bespoke bridal couture and luxury pret-a-porter. Recently, Diva’ni styled one of the biggest wedding sequences in the Shahrukh Khan-starrer movie Fan .

KBSH is led by creative director Sanya Dhir who joined the 65-year-old family business in 2009. She wanted to break the age-old stereotype attached to ethnic wear and make it more accessible and relevant to the contemporary, well-travelled woman. Thus was born Diva’ni, inspired by fashion, film and femininity.