Fashion portals like Myntra, Jabong rope in film stars to launch exclusive lines

KOLKATA: Online fashion retailers such as Jabong and Myntra are increasingly tying up with Bollywood celebrities to launch exclusive lines in a bid to attract more young consumers to shop for their garments on the internet.

While Alia Bhatt has tied up with Jabong for her line ‘Alia Bhatt for Jabong’, Myntra — which launched Hrithik Roshan’s label HRX last year — now stocks Mandira Bedi’s sari collections as well as the Vero Moda Marquee, a limited edition collection designed by director Karan Johar in a tie-up with the European high-street fashion brand for women. Snapdeal has Shilpa Shetty Kundra’s jewellery line Satyug Gold.

“Bollywood celebrities have always been considered as style icons and served as a muse for the high priests of fashion and most of these celebrities have a huge fan-following online. The same people who fall in the age group of 15-35 are also the ones who shop online. Thus to marry Bollywood and fashion online ensures success of the idea,” said Praveen Sinha, founder and MD at Jabong.

Jabong officials said the site’s user base has shot up by 50,000 within a week of the launch of Alia Bhatt for Jabong this month. With ripped jeans, leather jackets and floral patterns, the collection makes a direct connect with Bhatt’s wardrobe in her popular films such as ‘Student of the Year’ and ‘2 States’. “Online shopping is the new rage...so this, according to me, was the best platform to launch my designs,” Bhatt said.

Myntra has launched Farhan Akhtar’s Mard collection and Salman Khan’s Being Human, besides HRX. Roshan’s HRX has this month launched a range of active and women’s wear. “People love to dress up like their favourite stars and these initiatives have taken fans a step closer to their stars.

Hrithik, for example, has been involved in every step of designing the outfits under his label,” said Ganesh Subramanian, COO at Myntra. He said Myntra plans to launch own labels of 4-5 leading Bollywood celebrities early next year. Karan Johar’s limited edition ‘Vero Moda Marquee’ collection, launched at the Myntra fashion week early this month, has proved a big hit.