Do BW actresses actually design the high street lines?

Ready-to-CELEBwear

Do Bollywood actresses actually design the high street lines or is it just a ploy to sell clothes? After Hrs debates...

Manish Mishra

This year several high street brands reached out to Bollywood celebs to work on collections. Kangana Ranaut worked on Vero Moda's Marquee collection, Alia Bhatt collaborated with Jabong, Sonam and Rhea Kapoor worked on an affordable ready-to-wear line Rheson for Shoppers Stop. The question that begs a debate is " are these celebs merely fronting these campaigns? Are the brands only cashing in on their celebrity persona? If not, then how much is the creative input from celebs when they work on collections? We ask the fashion experts to debate...

Alia brainstormed with us'

"Alia made sure she personally sat through those rigorous brainstorming sessions and discussed what works and doesn't for her line. She was quite clear from the start about being involved in those initial stages of ideation and designing. It was never about just lending a name for her, but more about seeing a reflection of her own style in this line. We wanted to reach out to all Alia fans who love what she wears, with this association. The collection has been received very well so far which is why each season we put in an effort to improvise. At Jabong, our constant endeavour has been to make fashion accessible for all and we will continue to work by this and bring the best of fashion to our consumers," said a company spokesperson.

Alia speak

"My collection largely is a reflection of my own sense of style which is easy yet glam. Fashion for me is a natural expression. It is as inherent as my personality. The line is meant for young at heart smart women, who love easy, affordable and edgy fashion. I define my Autumn/Winter 2015-16 collection as experimental yet wearable. Instinctive and unpredictable at the same time. The best part of the collection is that it doesn't need much accessorising; and you can just play with the make-up and you're ready to go," says she.

Bollywood obsessed country

Fashion expert Sabina Chopra says, "We live in a Bollywood obsessed country where almost every brand across most industries picks Bollywood stars to endorse their brands. They believe this gets them instant recognition and recall so why should fashion retail think any differently. Also, if you look at fashion retail, both online and offline, it's hard to tell the difference between one store/portal or the other. They all carry pretty much the same brands so I believe most buying is more about convenience than choice/selection of product. It would then appear logical for fashion retailers to follow the same format. I'm not sure how much input is offered by the celebs in question, but since they are pretty much one-off collections it really does not matter. Besides, the same actors endorse so many brands that it's really difficult for anything to stand out. Also, most retailers have private labels as these are more profitable and they can control supply and quality. Adding a celeb endorsement to these does bring some recognition but it is linked to the popularity of the celeb. And that's always a risk given the fickle nature of the Bollywood audience. "

Consumer is not stupid

Fashion columnist Nonita Kalra says, "It is unfair to think that a celebrity would lend their name to a fashion collection without any input. Look at the actors in question: Sonam Kapoor, Kangana Ranaut " both very stylish girls who know their fashion. Regardless of how lucrative the deal, I am sure they get involved given that their names are attached to the brand. Do they do the actual designing? Of course not. But I am sure they have a strong yay or nay when it comes to the looks that are included. Clearly retailers are aware of this which is why they select current fashion icons to partner with. While we do live in the cult of the celebrity the consumer is not stupid " and follows a star for what their worth is and not just because they make movies."

A smart celeb ensures inputs

Fashion columnist Sujata Assomull says, "I think a smart celebrity would ensure they give inputs for their collection, as it is an extension of their brand.

I imagine with Sonam and Kangana being such fashion girls, that they would have some very valid and important inputs. I do find the choice of Anushka more surprising as she does not have the same style kudos. The celebrity lines that tend to fail are the ones, where a celebrity does not give creative inputs and is just interested in the commerce side of the project. The problem is there are so many now, that brands need to pick celebrities that work with their ethos. A brand fit is very important. You may check out a collection because of the celebrity connection but you will buy if the product is appealing. For me, I think the way H&M works is one of the best examples of a fashion collaboration, where they work with a celebrity designer, whose look works well for the fashion mood of the season they are launching in. And by keeping it limited edition, that makes it feel special and exciting. Though in India it may be challenging to find a designer who has the "crowd pull" that a high street brand is looking for."

Karan Johar loves fashion

Asmita Aggarwal, editor, L'Officiel India says, "I think that the most important input by a celeb in a fashion line is that he is a celebrity and in a world of marketing, that is what works the most at a time when social media is the name of the game. Having said that I do think Karan Johar genuinely loves fashion and takes interest in what is being produced, but Kangana and Anushka, are just being added because they are Red Carpet favourites."

Celeb faces ensure confidence in buying

Menswear designer Sahil Aneja says, "Any brand approaches a celeb because their personal style is a rage. Sonam is an icon and Kangana is also very well dressed. Because for people who can't buy Dior, Vero Moda and Shoppers Stop are affordable options. When celeb names are attached, people are more confident about buying things."

Do celebs understand design?

Designer Payal Khandwala says, "I don't they are designing the garments or collections. Do they understand plackets, zippers, side seam pockets and concealed pockets? What creative directions are they giving to the team? But if one can't afford an Abu Sandeep sari which Kangana wore, they can certainly afford a Vero Moda jacket."

manish.mishra@dnaindia.net