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Bollywood on the shelves

A new fashion line takes ‘item numbers’ from blockbuster films, prints them on clutches, bags, mugs and more.

fashion and trends Updated: Aug 22, 2010 14:37 IST
Serena Menon
Serena Menon
Hindustan Times

Bollywood has once again played inspiration. This time, it’s a tribute to the classic item numbers that according to the creators of the eponymous fashion accessory line, Inderjit Nagi and Syed Ali Arif, “encapsulate almost everything that a Bollywood movie is, in terms of song, dance, colour, quirk, creativity and so much more.”

Over a year ago, the duo created their first collection of bags, diaries and mugs decorated with pop art in Hyderabad, Arif’s hometown. The popularity and response they received led them here.

"The idea was to create a memorabilia line, based on the city. Arif and I are huge movie buffs; when we thought of Mumbai, it just had to be Bollywood item numbers! Thus the name," says Inderjit, a trained fashion designer.RakhiSawant

The idea, which was conceptualised about four months ago, came from the duo’s understanding of the city, and how people are connected to their surroundings in more than just a physical way. “When I moved to Mumbai three years ago, I realised how connected people were to this place. Then we began collecting images, pictures from the Internet and other sources on Bollywood,” says Arif, an artist and a graphic designer, and usually the man behind the technicalities.

So what era of Bollywood item numbers do the entrepreneurs prefer? “We like the retro period in Hindi cinema. The swinging ’60s, ’70s and ’80s is where we find inspiration. That was a great time,” says Inderjit, laughing.

Though the line is currently only available at Azad Bazaar in Bandra and at Attic in Santa Cruz, they are looking to expand its reach further. “We have got a great response from people so far. Since we started with limited stock, it seems to be doing well. We are in talks with a couple of other places, so let’s see,” says Inderjit.

First Published: Aug 22, 2010 13:49 IST