YRF's Diva'ni opened doors; Launches its flagship store in New Delhi

Diva’ni, the brainchild of YRF (Yash Raj Films) and KBSH Pvt. Ltd. unveiled its first flagship store in New Delhi’s South Extension market today at a star studded event. The couture line was recently launched at an extravagant fashion show on Yash Chopra’s birthday with Shah Rukh Khan walking the ramp with nine eclectic Yash Raj divas adorning Diva’ni ensembles.

Pamela Chopra and Rani Mukherjee were present for the much awaited launch of the first Diva’ni store. The two jointly conducted the lamp lighting ceremony for the store by releasing wishing lanterns ushering in prosperity and success. The fashion connoisseurs of Delhi witnessed a mystical purple tint enrapturing this latest couture haven.  The Diva’ni flagship store is every fashionista’s refuge, offering an experience-consume journey at every step.

Exuberant on the occasion, Surinder Dhir, Chairman, Diva’ni said, “Diva’ni is like a dream come true for us, the result of over a year of hard work and planning. We have created a brand that every woman will relate and rejoice. I have no qualms that the experience of Yash Raj Films and my own personal expertise in the fashion world will work together to add credibility and gravity to the onward trajectory of Diva’ni. Together, with our individual strengths and our collective vision, Diva’ni will effortlessly liberate and empower women to enhance their style, fashion and freedom.”

Gracing the occasion, Pamela Chopra said, “YRF and KBSH are collaborating on India's first cinema inspired clothes line called DIVA'NI. This, in a way, is a tribute to my late husband, Yash Chopra, who was known to take a great interest in dressing his Divas. This is also a tribute to the age old tradition of dressing women at KBSH and to their talented young designers. This collaboration is to create high end couture and also economically priced pret range of traditional Indian clothes. What is very satisfying is that though this team of young designers have some global exposure and international experience, they have come back to the traditional aesthetics of India. They are working with the traditional dyers, weavers and embroiderers of Benares. We are very happy that in whatever small way, we are doing what we can, to support, encourage and keep these traditional crafts alive. YRF is very happy with this coming together and hope for a long and successful collaboration.”

The strikingly white contemporary store is a classic example of minimalist chic, with dashes of colour using steel and grey leather.  The highlight of the store is a quintessential ceiling inspired by the renowned Michelangelo design, depicting some of the most iconic scenes from classic Yash Raj Films. Even the doors of the store carry a cinematic relevance highlighting the effervescence and the spark of Indian cinema. Back-lit glasses in white add just the right touch of glamour juxtaposed with basic strips. Another star attraction of the store is the Birth of Diva’ni wall that captures some of the best cinematic moments in one place. The First Lady lounge that is stationed on the first floor is a visual retreat for every fashion enthusiast.

The store lay out accentuates just the right balance of cinematic grandeur and fashionable classiness that undoubtedly resonates with the true aura of a Diva’ni woman. Each Diva’ni outfit echoes a woman’s desire to be herself and express her innate emotions, inspired by the romanticism, the classiness and the hint of sensuality from Bollywood. It promises to fulfil her aspirations and make her feel like a true Diva, giving her soul wings to freely express her true self, through the different ensembles crafted with love by team Diva’ni.