Yash Raj launches fashion line Diva'ni

Yash Raj Films is all set to launch its first Bollywood inspired

fashion line Diva'ni. The production house has partnered with Karol Bagh Saree House (KBSH) to create the label. Diva'ni will reflect the way late filmmaker Yash Chopra envisioned his heroines be it Sridevi in chiffon saris or the tight kurta-salwar worn by Sharmila Tagore and Sadhana in film Waqt.

“YRF has been looking to participate in a meaningful way in the apparel category, in order to bring the trends of Bollywood and YRF closer to the consumers. As an industry, we have been setting fashion trends for our fans worldwide over the last 100 years,” Rohit Sobti, YRF's Vice President, Licensing & Merchandising said in a statement.

“Development of the brand Diva'ni is a most significant effort by any Film Studio in the world and KBSH is an ideal associate in helping us achieve our goal,” he added. Many Bollywood icons are increasingly jumbing into the apparel designing field by either launching their own apparel line or by associating with popular brands and e-commerce platforms selling fashion.