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B-Town fashionistas get enterprising

Bollywood’s glitterati sets the fashion trends and now an increasing number of actors have expressed a desire to launch their own fashion lines, in a bid to cash in on their own popularity.

fashion and trends Updated: Oct 09, 2010 13:44 IST

Bollywood’s fashionistas are putting their money where their mouth is. An increasing number of actors have expressed a desire to launch their own fashion lines, in a bid to cash in on their own popularity.

Last month, Sonakshi Sinha, who debuted in Dabangg, said, "My mom wants me to launch a brand. I have studied fashion designing, so I plan to do it in the future." Ayesha Takia, whose last film was Wanted, too, said, "Launching a fashion line, and starting a store is on the agenda." Actor Kangna Ranaut has even discarded her designers and taken on the responsibility to style for herself.

"Kangna’s style-sense impressed film-makers, who want her to take charge of her own wardrobe," said a source close to the actor. But, some have already ventured into the fashion arena a while back. While Kareena Kapoor launched a clothing range with a fashion brand in 2008, Bipasha Basu launched a fitness line with a sporting brand earlier this year. Bebo, who now plans to launch a new fashion line in US and Europe, said, "The line will be high-end and suit the taste of global buyers."

Kangna RanautWhile Bollywood’s leading ladies are lapping up the fashionable idea, designers feels it’s best to launch a line with an established name. "Instead of designing themselves, Bollywood actors should collaborate with an established designer, come out with a joint label, and work towards marketing the brand. Designing is a round-the-clock job and I wonder if these actors have that much time to invest," said designer Rohit Bal.

"People think of Bollywood actors as brands themselves, since they like the way stars dress. But, their name is just on the front, and an entire team of expert designers work in the background," says designer Shaina NC.

Even films inspire fashion
Actors Ajay Devgn and Bipasha Basu will lend their star appeal to a line of clothes aptly named the 'Aakrosh' line. The outfits, designed by Riyaz Gangji, will be sold on online auction website, eBay. The auction begins October 13, and the money will go to victims of honour killings, which is also the subject of Devgn and Basu’s film titled Aakrosh.

Says Gangji, “I am involved because I have also had a love marriage girl whose family did not agree initially because of caste and religion,” The designer has designed 12 outfits, consisting of Indian linen jackets and gowns. However, the stars won’t wear the clothes, since they do not want to sell used clothes to the bidders.

First Published: Oct 07, 2010 17:54 IST