India's first cinema-inspired fashion brand Diva'ni is set to open doors in Lahore this month

01 Jul, 2016

India’s first cinema-inspired fashion brand, Diva’ni is gearing up to open its flagship store in Lahore this month. And we'll get a sneak-peek at the store's luxe offerings when we watch Sultan on July 7.

It turns out that Diva'ni is also the costume partner of the upcoming Salman Khan and Anushka Sharma-starrer. The clothing line has designed and styled Anushka's look in the song Sachi Muchi.

Loving this look of Anushka Sharma? She is too.

”I am excited about Sultan, it's the first time I am playing a wrestler. Aarfa [her character] has different looks in the film, some traditional and some sporty, but mostly sporty. The traditional outfit which is ivory chikankaari is beautiful. Diva’ni team did a fantastic job designing and executing it,” said the actress.

A still of Anushka Sharma, styled by Yash Raj clothing line Diva'ni, from her upcoming film Sultan

The song incorporates a wedding sequence on screen in which Anushka is seen adorning a traditional bridal ensemble for a wedding set in Haryana. The handcrafted traditional chikankaari ensemble is embellished with zardozi, including elements of kundan, gota, dabka/naqshi for the bride. It also boasts the Mughal art of rendering delicate patterns in pristine white threads on fine mulls and muslin.

Talk about traditional luxury. The brand is excited about its prospects in Lahore:

“We are exceptionally excited to be launching in Pakistan as our region shares an appreciation for traditional art and craft, which is the heritage that Diva’ni embraces,” said Sanya Dhir, Creative Director at the fashion house.