Its very common to see fashion designers to work with Bollywood stars to promote their designs and clothing line. In fact, so much is their dependence on Bollywood that at times one wonders whether it is really possible for fashion to survive without Bollywood?
Designer Anita Dongre is a celebrated name in the Indian fashion industry and she is also a very successful entrepreneur (she owns the brand AND Design India Pvt Ltd); the ace fashion designer feels that although Bollywood celebrities do add star power to a brand, fashion however doesn’t need a “Bollywood face” to work.
But Bollywood celebrities are quite good at communicating the brand image; besides, Bollywood still dictates the fashion scene in India. isn’t it?
Says Anita, “Celebrities are a vehicle to communicate the brand message. We are mindful of the celebrities we collaborate with, mindful of their reach, aura and the value that they will add to the brand. Having said that, I don’t think that fashion cannot work without a Bollywood face”.
However, Anita Dongre recently roped in Kareena Kapoor Khan as a muse for her brand AND, which is already doing quite well. Dongre said: “AND has got great expansion plans and Kareena is in line with our growth strategy.”
Well, I guess it would have been great had Anita chosen someone who’s not from Bollywood to prove her point.