With so many fashion trends derived from cinema, it was only fitting that Indian filmmakers Yash Raj Films would open their own line of designer clothing.

(from left)Vaibhavi Merchant, Parineeti Chopra,Rani Mukerji & Sanya Dhir at DIVA'NI store launch

From left to right: choreographer Vaibhavi Merchant, actors Parineeti Chopra and Rani Mukherji, and Diva-ni brand director Sanya Dhir at the store launch in Mumbai

Last year, after the passing of Indian filmmaker Yash Raj, his family hosted a celebrity-studded fashion show featuring pieces from their upcoming Diva’ni line. This year, the company opened their first boutique for Diva’ni alongside a major marketing campaign that borrows from the romance, pastels and nostalgia of Yash Raj Films like Silsila and Kabhi Kabhi.

Diva'ni yash raj fashion boutique mumbai

Speaking at the launch of the Diva’ni boutique in Mumbai, Pamela Chopra said, “DIVA’NI was an idea that truly excited my husband [the late Yash Chopra]. When it was decided to create the first range of cinema inspired clothing line for women, my husband wanted to be an active part of the designing and execution, but it was not to be and he left us in the initial stages. Then my family decided to bring it to fruition.”

 

See photographs from the launch below:

Amir Khan at DIVA'NI fashion store

Actor Aamir Khan goes shopping

Alia Bhatt at the DIVA'NI store launch

Actor Alia Bhatt

Designer Parineeti Saluja, Mr Surinder Dhir with Rani Mukerji, Pamela Chopra, Sanja Dhir at DIVA'NI store launch

Designer Parineeti Saluja, Mr Surinder Dhir with Rani Mukerji, Pamela Chopra, Sanja Dhir

Kiran Rao at DIVA'NI store launch

The very chic filmmaker, Kiran Rao.

Ajun Kapoor at DIVA'NI store launch

Actor Arjun Kapoor

Ms Sunita Kapoor with Rani Mukerji at DIVA'NI store launch

Sunita Kapoor (jewellery designer and Sonam Kapoor’s mom) and Rani Mukherji.

Rani Mukerji at DIVA'NI store launch

Rani Mukherji.

Rani Mukerji with Pamela Chopra at DIVA'NI store launch

Rani Mukherji and new mom-in-law, Pamela Chopra.

Sanya Dhir with Parineeti Chopra at the DIVA'NI store launch

Brand manager Sanya Dhir with actor Parineeti Chopra.

Sushat Singh Rajput

Actor Sushant Singh Rajput in a Diva’ni blazer.