Many popular names of the Indian fashion industry have started to tie up with leading cosmetic brands to experiment with new creative mediums. Several examples including the one of Ritu Kumar. She has recently worked in collaboration with the beauty company Oriflame to create a range of accessories for women.
Designer Sabyasachi Mukherjee has signed a deal with the cosmetic giant Lakme for its new Lakme Absolute Royal collection and Vikram Phadnis has recently associated with cosmetic brand Pond's for his new LFW line: a collection of western silhouettes inspired by the Pond's Gold Radiance range.
Vikram believes that associating with a beauty brand "is a natural progression": as he explained, "As a designer, I interact with different people, skin tones, body types and personalities. A beauty brand and a fashion designer are in the business of enhancing beauty and hence, there is a connection".