Virat, Anushka married in Italy! How star brands light up the catwalk

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Business Standard is republishing this 11/12/2017 article in light of Indian cricket captain Virat Kohli and Bollywood star Anushka Sharma tying the knot on Monday in a private ceremony, reportedly at a countryside resort named Borgo Finocchieto in Italy.

They used to be the names big fashion brands turned to when it was time to launch a new style or jazz up an old line. Anushka Sharma, Sonam Kapoor, Alia Bhatt, Shraddha Kapoor and such others are the faces that have launched a plethora of local and international labels. But now these stars are helming their independent fashion lines and hoping to leverage their mass appeal to build their own businesses. Will this trend pick up steam through 2018, or will it be just another marketing gimmick that soon loses its fizz?

The trick lies in ensuring that the brands that the stars build reflect their persona. Indranil das Blah, COO and partner at CAA KWAN says, "The clothing/fashion brand and celebrity need to be in sync." The involvement is more, way more than that between an endorser and brand, he points out. "The very premise of taking ownership is to make it an extension of the celebrity's own brand. If that does not happen, it could backfire on both, the celebrity and the business venture," says Das Blah.

Are stars likely to play by these rules when it comes to the brands they own? Not everyone believes that they will be as closely aligned to their labels. The stars are riding their fame, hoping that some of the stardust will rub off on their labels many believe. "It is all about marketing and PR, especially during launch. In this case, the celebrity works as a brand endorser (in addition to being the owner or promoter)," says Amrish Kumar, CEO, the Ritu Kumar company which houses fashion brands created by designer Ritu Kumar. He does not see them involved in the creation process or the business.

Among the first to jump on to the wagon were Hrithik Roshan (sports and athleisure brand HRX) and Salman Khan (Being Human). Soon Virat Kohli (Wrogn), MS Dhoni (Seven), Sonam Kapoor (Rheson alongwith sister Rhea Kapoor) and most recently Anushka Sharma (Nush) followed. And there is cricketer K L Rahul who recently announced his label.

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