Just when you thought India’s obsession with movies couldn’t get any bigger, now you can score a movie star outfit even without being in Bollywood. Websites like celebwear.in are bringing authentic filmi outfits straight from the silver screen into your wardrobe, having launched their offering with the Prakash Jha-produced Turning 30. Two of lead actor Gul Panag’s outfits are available for sale, one a canary yellow sun dress and the other an ethnic skirt and shirt combo. Ashish Yadav, founder and CEO, celebwear.in, says, “We had launched our website last year with just a teaser to attract customers and create an initial buzz. But the official launch happened with Turning 30.”
According to Yadav, business has been good. “We have two models operating at the same time,” he explains. “You can buy the same outfit worn by Gul Panag in the movie, in which case you have to bid for it.” The other option, for those not fortunate enough to have the same figure as Panag, is to order the garment in which case you pay a fixed rate. “Our idea was to bring movie star fashion to the masses,” Yadav says, while hesitating to divulge details of what’s in store. “Let’s just say that the offerings get bigger and better with A-list stars being part of the offering. We have tied up with films that are due to release in February and April.” Yadav says that they will concentrate on film stars for the moment, not TV actors and focus on clothes more than accessories. Shemaroo too allows you to buy garments used in their movies, hot off the star’s back.
“We currently have clothes from Manorama Six Feet Under, Kuch Meetha Ho Jaye and Mere Baap Pehle Aap,” says Nirvi Maru, online business development. “We offer one or at best, two outfits because the costume designer may have created one more as backup. They are also only available in the sizes that the stars wore.” The outfits are not auctioned, but are sold at a fixed rate.
While the current offering are of fairly dated movies since sorting out what can be sold online takes time, Maru hints that up next could be outfits that were worn by actors in the Vidya Balan-starrer Ishqiya.