Bollywood ‘s darling Shraddha Kapoor, daughter of veteran Indian actor Shakti Kapoor, who made her Bollywood debut in 2010 with her brief role in the movie TEEN PATTI, followed by LUV KA THE END in the year 2011, was widely known in the fashion circle for her appreciation of style and picking up the latest trends. Besides being the marque ambassador for various brands such as Veet, Lakme, Lipton, Marico’s Hair & Care, she has also been the cover girl for highly distinguished magazines such as Cosmopolitan, Vogue, Verve and has also been the show stopper for the Lakme Fashion Week. And thus like others she too has joined the campaign of superstars who have taken the initiative into fashion designing with her brand name”IMARA”, a channel of clothing for the contemporary Indian women folk, smart and independent, open and free. A classic women’s ethnic fashion hallmark, IMARA is a present-day portrayal of the conventional; a modernized Indian alteration of vintage, from once upon a time. Researching with ethnic patterns, it provides an altogether unique and rejuvenating take on fashion, for the young and the elegant thus giving a stylish appeal.
The actress turned singer and now a designer, Shraddha Kapoor’s first public appearance as a designer is clothing brand IMARA, a splendid collection of affordable designs ranging between Rs. 799 and Rs.3999 for all the mix and match as well as ensemble outfits, has all been gestated by the actor in association with professionals from Universal Sportsbiz Pvt.ltd. The idea or rather say the subject matter behind the creations is fairyland or fantasia, for you will observe the actress presenting her conveying characters like Thumbelina and Little Red Riding Hood while wearing her label of western silhouettes in Indian prints.“IMARA, is a fusion word meaning strong and resolute and so it defines who the brand is for –a powerful, independent woman. The collection is a reflection of what the times are like today. Fashion is changing at a rapid pace in India, and every woman has grown up with her own traditional values that she fuses with her modern surroundings and with her fierce and independent personality. I don’t think its better than that.” Says Miss. Kapoor.
Co-created by one of the ultimate fashionista’s after Deepika Padukone, Sonam Kapoor and Alia Bhatt, Shraddha Kapoor’s brand IMARA, endeavors to bring refreshing fashion that is in favor amidst the young Indian woman. Starting from tradition, creativity, glamour, contemporaries, luxury, elegance, color shades and liveliness, IMARA fashion is all ornamented in its best way to address the masses at large. Shraddha Kapoor has been gearing up the feeling of excitement for the launch of this clothing brand on Twitter. She tweeted about having a dream which had her in a fairy-tale land and then she went on to display the opening look of her apparel collection stating“I can even recollect how I looked that night…# OnceUponATime.”A sneak peek at its store design shows how beautifully it has drawn its insight from fairy tales and traditional stores. The smooth, precise geometrical decorative designs cast one’s mind way back to the palace in magical land of fairies and unicorns where the most beautiful princess ever dwelled; in the mannequin’s hand two golden slippers which recall the countless Princess stories. The adorned glass jars are used to exhibit the newest patterning designs and prints of the IMARA collection. IMARA’S special attraction includes designer clothes which are essentially refined, dainty, and artistic keeping in mind today’s modern era.
The latest snapshots for the collection of Indian IMARA brand, from the Bollywood star Shraddha Kapoor, is embedded once again on Disney characters, Cinderella, Sleeping Beauty and the Little Mermaid. This fairytale story with magical characters, or say the flight of imagination based representation highlights ethnic and refreshingly vibrant and rich designing patterns around the border, modern strokes and styling. “It was always a dream to create my own fashion label and partnering with Anjana Reddy of UPSL made my dream come true. IMARA is all about fairytales and this is my fairy tale coming true,” Shraddha Kapoor told IANS on the opening day of Amazon India Fashion week where her fashion label made its debut. She also stated that” I think it was my belief in the importance of never giving up. I heard about the idea behind IMARA, and it was bang on with my ideas. A lot of people don’t know about my first two films, and in spite of that, I kept going. It’s important to believe in yourself. I feel like if you have your eye on the prize, and you’re persistent and fuelled by ambition, something positive will come out of that. I really like that sensibility about the brand, which is why I really wanted to front it and spearhead it and make it mine.”
IMARA’S all new latest collection is undoubtedly quite an affordable one with such extravagant patterning, decoration, style, and cuts. The color tones are a beautiful mixture of earthy tones and bright. Moreover, the collection takes a refreshing stance with traditional embroidery prints making you feel comfortable once you wear them, thereby ensuring a hundred percent guaranteed cotton material. Maxi’s, Kurtis, skirts, printed leggings, tunic tops all infusion contemporary styles are available thus drawing inspiration from conventional artistry and crafts from different corners of the world and in return giving them a contemporary twist to fabricate a distinct version of Indo-Ethnic wear. “The design aesthetics for the collection draws inspiration from the richness and traditions from various forms of Indian textiles. The design teams have experimented with weaves and patterns from across India, and the resulting collection is a gorgeous interpretation of these traditional Indian prints and weaves. I think this collection is going to be an instant favorite with the young contemporary modern Indian woman.”, says Shraddha Kapoor on her own view regarding the collection.
“IMARA caters to the youth and young at heart,” added the Haider fame actress who feels extremely honored that the film has earned Five National Film Awards. The product designs reflecting the changing outlook of the Indian woman. Times have changed, and so has one’s outlook, and the clothing designs are based on this ideology. Today women are no longer seen as typical, fragile or submissive. Yesteryear’s theme of Once upon a time is reinvented in a new way to visualize one’s life in a much more jovial, independent and liveliness hinting towards a broad-minded and dynamic approach which IMARA, desires to reach to its targeted audiences.
The Times of India addressed Shraddha Kapoor as a style icon and was most often chosen for ramp walks by several fashion designers. Nevertheless, her natural charm and elegance has a kind of refined presentation reflecting modes of being both classy and fabulous at the same time. The way she carries herself is exclusively expressible in her own clothing label. As a modern Indian woman and a true fashion lover, IMARA is a perfect wardrobe collection for her sense of vogue and grace.
IMARA is available at: