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Thread: Rhea Chakraborty Looks Super cute In a Black Dress At Diva'ni 1st Anniversary

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    Rhea Chakraborty Looks Super cute In a Black Dress At Diva'ni 1st Anniversary

    The cinema-inspired label, co-created by production house Yash Raj Films, has now made a move into the brick-and-mortar retail space in Mumbai -- a store on Linking Road -- six months after they opened their first boutique in Delhi.


    In an effort to promote their image as an aspirational fashion brand, Diva'ni has introduced three lines targetting a wider audience: an affordable pręt line called Screenplay (starting at Rs 3,000), an inter-pręt collection launched this summer called Made In Cinema (from Rs 25,000 onward), and the couture line now rechristened First Lady (starting at Rs 2.5 lakh).


    "We don't sell Bollywod replicas, we're a cinema-inspired label," explains Sanya Dhir, brand director of Diva'ni. "Now that we've introduced more western and fusion clothing lines, people are beginning to accept this as a fashion and lifestyle brand."


    The acceptance has been swift and encouraging -- within the first month of launching in Delhi, Dhir says they created trousseaus for 86 brides, an avalanche effect they're hoping to replicate in Mumbai.


    The presence of YRF loyalists Rani Mukerji, Alia Bhatt, Parineeti Chopra and Arjun Kapoor at last night's opening party should do the trick.


     


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