Yash Raj Films is all set to launch its first Bollywood inspired fashion line Diva'ni.
Diva'ni will reflect the way late filmmaker Yash Chopra envisioned his heroines, be it Sridevi in chiffon sarees or the tight kurta-salwar worn by Sharmila Tagore and Sadhana in Waqt.
"YRF has been looking to participate in a meaningful way in the apparel category, in order to bring the trends of Bollywood and YRF closer to the consumers. As an industry, we have been setting fashion trends for our fans worldwide over the last 100 years," Rohit Sobti, YRF's Vice President, Licensing & Merchandising said in a statement.
"Development of the brand Diva'ni is the most significant effort by any Film Studio in the world," he added.