Aditi, Shibani unveils online saree brand 'Aura'

Mumbai, May 2 (IANS) Singer-musician Shibani Kashyap and Femina Miss India World 2015 Aditi Arya recently unveiled the contemporary and innovative saree collection 'Aura'.

Speaking to IANS, Shibani Kashyap said: "Saree is the best garment for women as delicacy and feminity comes out beautifully in a saree. The saree culture among Indian women is exotic. I think I can set a trend in this."

The fashion label's tagline is 'styled by expert, spun by nature' and the theme of the brand is basically to feel comfortable in whatever one wears and also looks to redefine the way a saree is worn as well as endorsing the idea of wearing a saree the way one wants.

Recently crowned Femina Miss India World 2015 Aditi Arya was the showstopper for the occasion.

The brand has been launched by S.P. Textiles, who have been in the fashion business for three decades.

Its director Yogesh Jain said: "It is a contemporary fashion label and it will be taken on a global platform. We chose Aditi as she is youth icon for women with her Miss India crown. We are experimenting with the online medium but we are convinced that it is the way for the future."