CELEBRITY FASHION BRANDS

What do Salman Khan, Karan Johar, Hrithik Roshan, Alia Bhatt, Deepika Padukone and Bipasha Basu have in common? They all have lifestyle products branded after them. Cricket’s Virat Kohli launched apparel brand Wrogn in November 2014.

A growing list of celebrities has entire designer ranges named after them.

Salman Khan, Hrithik Roshan, Alia Bhatt and Virat Kohli have launched their apparel brands. Deepika Padukone, Karan Johar, Bipasha Basu and Malaika Arora Khan have brands especially styled by them.

“Indian consumers, influenced by Bollywood, like to take a little bit of their icon home with them,” says Kiran Datwani, owner, Gehna Jewellers. Karan Johar has designed a special range, KJo for Gehna, which blends bespoke, contemporary and classics.

For Johar, designing the jewellery was an extension of designing for films. “Creativity has limitless horizons, be it for films, a clothing label or jewellery,” he said. He has also designed for Vero Moda’s premium Marquee range of apparel for women.

Salman Khan wears his brand, Being Human, part of whose royalty goes to the Being Human Foundation. “Being the face of the brand, Salman is able to inspire others,” said Manish Mandhana, MD, Mandhana Industries, which SALMAN KHAN

ALIA BHATT Being Human

KARAN JOHAR

Apparel line (for Jabong. com)

Jewellery (for Gehna Jewellers)

HRX apparel and accessories (for Myntra Fashion)

VIRAT KOHLI

WROGN apparel (at Myntra.com and Shoppers Stop)

BIPASHA BASU

MALAIKA ARORA KHAN

DEEPIKA PADUKONE

manufactures Being Human products.

Praveen Sinha, MD and founder, Jabong.com, said of Alia Bhatt’s fashion line with Jabong: “Alia has a fan following for her unique, offbeat attitude. She has great insight on trends, what consumers find comfortable and designs based on different body types.”

Myntra partnered with Hrithik Roshan in 2013 to launch HRX. The range includes extreme casuals, easy actives and sports footwear. “Hrithik always wanted to develop something inspiring for the Indian consumer that would

HRITIK ROSHAN T-shirts, denims, chinos, jackets

Skirts, jackets, sweaters, tops, denims

Brooches, lapel pins, cocktail rings, bracelets, ear cuffs

The Trunk Label (Label Corp)

The Closet Label

(Label Corp)

Basic jeans, tees, trousers and jackets

T-shirts, shirts, jeans and accessories

Jewellery, bags, footwear

Tops, dresses, jackets, skirts, swimwear

Van Heusen

(Limited Edition AutumnWinter 2014 collection)

Jackets, tops, dresses

push them to keep achieving. This resulted in HRX,” said Abhishek Verma, head, Myntra Fashion Brands.

Virat Kohli’s casualwear youth brand, WROGN (‘wrong’ mis-spelt) will shortly sell at Myntra.com and Shoppers Stop. Manufactured by Universal Sportsbiz, it will reflect Kohli’s bold dynamism.

It’s not that these celebrities have suddenly become great designers. Companies that work with them – Jabong, Myntra, Universal Sportsbiz – draw from their unique style quotients to develop products that reflect them. Are consumers biting? Sinha said the Alia Bhatt range is doing well in the metros and has gained popularity in the northeast. Being Human is available in 15 countries. HRX ranks among the top five brands on Myntra. com. “Demand for celebritydriven brands is higher across tiers 2 and 3 cities due to higher aspirational value and lack of availability,” said Verma.

“KJo’s earrings, rings and thumb ring have been a huge success. The surprise success is the lapel pins for men - it’s nice to see men appreciate jewellery,” said Datwani