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 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.
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:
Actor Aamir Khan goes shopping
Actor Alia Bhatt
Designer Parineeti Saluja, Mr Surinder Dhir with Rani Mukerji, Pamela Chopra, Sanja Dhir
The very chic filmmaker, Kiran Rao.
Actor Arjun Kapoor
Sunita Kapoor (jewellery designer and Sonam Kapoor’s mom) and Rani Mukherji.
Rani Mukherji and new mom-in-law, Pamela Chopra.
Brand manager Sanya Dhir with actor Parineeti Chopra.
Actor Sushant Singh Rajput in a Diva’ni blazer.