Jassi Inspires Clothing Line

Jassi Inspires Clothing Line

Posted online: Friday, September17, 2004 at 0000 hours IST

atya Paul, the leading designer label in women's wear has launched its specially designed range of garments for Jassi Jaissi Koi Nahin, the popular show on Sony Entertainment Television. In a unique initiative wherein television reel life turns to real life, the collection that was unveiled on-air during the first anniversary episode of the serial is now being launched in Satya Paul and Shoppers Stop outlets across the country. Exclusively manufactured and marketed by the Satya Paul Design Studio the Satya Paul for Jassi Jaissi Koi Nahin collection is sharply priced pret wear that will be accessible to all. The clothing line was unveiled at a glittering fashion show where the cast of Jassi Jaissi Koi Nahin including Mallika (played by Rakshanda Khan) and the secretaries' clan modeled in the exquisite creations. Those who tune into the serial will know that the exclusive range was inspired by none other than Jassi herself. When Gulmohar House was in trouble and desperately needed a really good collection to salvage the company, Jassi advised Armaan sir that they should consider launching a line of clothing which is stylish and yet convenient and accessible for working women, college girls, housewives, etc. Armaan then got a brainwave and in an attempt to woo Jassi, launched a new collection named after her as a special birthday surprise. Satya Paul has been the wardrobe provider for Jassi Jaissi Koi Nahin since the show premiered. Spearheading the distribution of Satya Paul for Jassi Jaissi Koi Nahin range, Nalini Gupta, spokesperson and COO, Satya Paul, said "Fashion is today extremely aspirational and television is one of the most influential mediums that takes fashion trends to people across the nation. This pret line is extremely accessible and affordable and Jassi fans will now be able to wear the exclusive creations that their favourite stars wear on the show." Commenting on the occasion, Sunil Lulla, Executive Vice President, Sony, said, "This initiative is yet another feather in the cap of Sony Entertainment Television's innovative and unique marketing efforts behind the show. Inspired by Jassi herself, this collection reflects the self-belief and confidence that she epitomizes and is also directly in line with the show, which is set in a fashion house."