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Tag: fashion clothing

  • Alia Bhatt’s Ed-a-Mamma announces an exclusive teen collection with Edheads

    Alia Bhatt’s Ed-a-Mamma announces an exclusive teen collection with Edheads

    Mumbai: Alia Bhatt’s kidswear brand, Ed-a-Mamma, has announced an exclusive teen collection, building the franchise to include casual wear for teens.

    The launch of Edheads marks an exciting partnership between the fast-growing conscious clothing brand Ed-a-Mamma and the popular online shopping platform Myntra.

    The teen clothing line, branded Edheads, aims to build a community around a like-minded, conscious generation. The clothes, specially designed for teens between the ages of 11 and 17, are available exclusively on Myntra and Ed-a-Mamma.

    Edheads is all about attitude and offers teens a creative space to craft experiences, build their own narratives, and express themselves uninhibitedly. With elements like digitised effects and 3D fonts and designs that are slightly futuristic with a retro edge, the new collection allows teens to showcase their unique personalities and be spontaneous, vibrant, and opinionated while boldly rising to meet challenges, becoming lifelong learners, and celebrating new skills. Different forms of expression like art, music, dance, and sports are highlighted in the new line.

    Speaking about the new launch, Alia Bhatt said, “It’s always been my vision to create a universe of quality products for children and their parents, designed for them and for the planet. We’ve already introduced maternity wear and kidswear, and clothing for young adults felt like the natural next step. Gen-Z is more socially aware and environmentally conscious, and that is the community that we want to nurture.”

    Ed-a-Mamma business head Iffat Haider Jivan said, “Edheads is a collection for teens with attitude. It is trendy, stylish, and designed to give teens a space to be themselves. It is everything a teenager is: carefree and dynamic.”

    The clothes in the collection have been created using natural fibre-based biodegradable fabrics, safe AZO-free dyes, and nickel-free trims and buttons. Conscious and comfortable, the range offers great quality and styles at affordable prices. Designed for multi-purpose usage, Edheads is made for teens to hang out, have fun in, and live in.

  • bebe ropes in Sharvari as its brand ambassador for India

    bebe ropes in Sharvari as its brand ambassador for India

    Mumbai: Global women’s fashion brand, bebe, has partnered with Myntra in India. The brand has also roped in young Bollywood diva, Sharvari, as its first brand ambassador in the country.

    Sharvari will endorse the autumn-winter collection and the ad campaign will be visible across regions and various mediums.

    The 34-seconds long ad film, titled ‘Be You’ showcases how bebe allows women to explore their real, fashionable selves and experiment with their fashion choices.

    The campaign will be promoted extensively across social media to reach the brand’s target audience, comprising largely of modern Indian women. The ad campaign highlights the new season collection, centered on the theme- ‘Be you’. The video campaign emphasizes on modern women who wish to be glamorous and bold in their fashion choices, while also expressing their individuality through fashion.

    Sharvari has made a promising start to her acting career with stunning performances in “Bunty Aur Babli 2” and The Forgotten Army.

    With her at the helm of brand promotions, bebe’s new campaign is set to build stronger brand salience with its shoppers and fashionistas across top metros and tier I cities.

    Speaking on the occasion, Sharvari said, “I am delighted to be associated with bebe as their first brand ambassador in the country. bebe offers trendy and contemporary fashion which reflects my personal style. The brand has made a mark for itself across the globe, and I am happy to be a part of the brand’s endeavor to strike a chord with its customers and fashionistas of the country.”

    Speaking about the association, Myntra chief- Myntra fashion brand and chief experience officer Manohar Kamath said, “Sharvari embodies the brand bebe perfectly. She is bold, confident, glamorous, fun and unapologetically herself, which resonates with the brand’s persona. Sharvari’s cheerful social presence has the potential to influence and engage the modern woman with her sartorial choices. The association with Sharvari for the new autumn-winter collection is sure to enamor consumers from top tier cities and metros.”

  • Lifestyle rolls out new campaign ‘Glam up & Style up’ ahead of festive season

    Lifestyle rolls out new campaign ‘Glam up & Style up’ ahead of festive season

    Mumbai: Lifestyle has announced its latest campaign “Glam up & Style up” with the aim of encouraging all fashion lovers to elevate their style with the brand’s new collection ahead of the festive celebrations.

    Conceptualised by Wunderman Thompson, Lifestyle launches the campaign with two quick, snappy, and fun 15-second digital-only films.

    With this development, the brand intends to amplify the campaign through multiple celeb and fashion influencers grooving to the peppy track from the film and recreating the video in their own style. Lifestyle plans to highlight the importance of having fun while you explore your options by becoming the ‘brand of choice’ this festive season.

    Both films showcase the stylish range of season’s must-haves available at Lifestyle with a high-celebrational vibe, almost like the trending reels made by fashion influencers around the world.

    Lifestyle is one of the few brands that has taken a step forward by designing a campaign film with a jump-cut style video. It intends to leverage the current trending format of short-form social videos as a new way of engaging with its customers. Each of the two films features four stylish ensembles from Lifestyle’s latest range, with the transitions choreographed in easy and fun dance moves. The original upbeat background track of the film adds to the vibe, urging everyone to groove in style this festive season.

    Speaking about the campaign, Lifestyle assistant vice president and head of marketing Rohini Haldea said, “We are delighted that this festive season our customers will discover Lifestyle’s on-trend styles through an entertaining film, to flag off a series of celebrations. This is the first time that the brand has taken inspiration from a trending social media video format to break the festive clutter and engage with its shoppers in a fun and unique way. We are very excited and invite all our shoppers this season to not just style but groove in style with Lifestyle.”

    Sharing the idea behind, Wunderman Thompson senior national creative director Priya Shivakumar commented, “We have all looked at the reels and enjoyed the seamless transitions, the synchronised steps, and the high energy. It’s that scrolling through-your-phone-and-stumbling-upon-that-reel-you-just-can’t-skip moment we were looking to recreate through the lens of a brand with style at its heart. Lifestyle’s eye-catching new collection also unveils its range of exciting festive looks. With music you want to dance to and clothes you want to wear. Lifestyle looks to make you sway to its beats and recreate your own reel moment, giving yourself many ways to glam up and give yourself a style upgrade.”