Bollywood, apart from colouring the dreams of Indians, has also addressed the fashion sense of generations. Now, stars are taking their style chutzpah off screen to clothing lines. From Sonam Kapoor to Deepika Padukone and now Anushka Sharma, celebrities are capitalizing on their own brand in more ways than one. While some of their films might be written off as vanity projects - Sonam's rather self-indulgent Aisha comes to mind - their forays into retail are not so easily dismissed, despite criticism that the involvement of these celebrities in projects based on design ends with simply putting their names to it. Here are some high-profile celebs and their brands.
NUSH by Anushka Sharma
Anushka Sharma, who was last seen in Jab Harry Met Sejal, is the latest star to release a clothing line with her name on it. She launched NUSH earlier this month and it went on sale last week. NUSH is available on Jabong, Myntra and Shopper's Stop. It has, however, already become controversial. Days after it was launched and promoted by Anushka Sharma on her social media accounts, certain garments in the range were accused of having been copied from those available on Chinese e-commerce sites. Two bomber jackets and a parka were among those suspected of being ripped off. Anushka's business partner released a statement acknowledging the possibility of plagiarized designs but said it had been unintentional. What was far more damning was his admission that the actress' participation in the design process was nil, even though promotional videos released in aid of NUSH appeared to suggest that Anushka was closely involved.
Rheson From Sonam Kapoor
Celebrity sisters Sonam and Rhea Kapoor have established a parallel career as arbiters of style. They collaborate on Sonam's public appearances, from the Cannes Film Festival to award show red carpets to publicity duty for her films. 'Rheson' enough for a fashion line, we say. The range, available at Shopper's Stop, reflects the Kapoor sisters' quirky fashion-forward personal style - at very affordable prices. Sonam is often spotted wearing pieces from her line while travelling or out and about.
All About You From Deepika Padukone
Deepika Padukone's label was launched some months ago with less fuss than her colleagues have made. Like Sonam, Deepika also wears her own collection which, again like Sonam, invokes the actress' laidback boho-chic personal taste. Deepika's style of promotions, like everything else she does, is also understated - you will find a lot of her line on her Instagram page.
Being Human by Salman Khan
Nobody suspects Salman of slogging over a mood board designing the pieces for Being Human, the aim of which is to raise funds for charity. But he does spearhead a brand that has now logged five years in the retail business and the sale of each garment helps provide education and health care to the under-privileged.
HRX by Hrithik Roshan
The Krrish star's clothing brand has been a hit and he's also going to be partnering with Xiaomi to launch a fitness band. Expect the Mi Band HRX Edition soon, Xiaomi's first collaboration with a celebrity on a product.
Skult by Shahid Kapoor
Shahid Kapoor recently launched his clothing line Skult in partnership with the Aditya Birla group in Mumbai. The actor-turned-entrepreneur has received a great response from the audience, especially the youth, which finds itself identifying with the brand's vision and its young and edgy look.
Dressing like the stars has never been easier. Have you bought anything from their lines yet or do you plan to? Tell us in the comments.
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