As glorious as Sridevi was/is/forever will be, when she walked down the catwalk in this overstuffed designer mishap, we had an inkling that the ambitious project by YRF, Diva'ni would... flop as badly as Befikre.
Diva’ni (the cinema-inspired couture label created in partnership between Yash Raj Films and New Delhi-based heritage fashion house KBSH) is no longer operational. And few are weeping over its closure. If any....
The Arc of the Brand
The Grand Launch (2013): Launched on Yash Chopra’s birth anniversary in September 2013, Diva’ni made a massive splash as India’s first film-inspired fashion house.
The brand officially debuted with a star-studded runway show featuring SRK alongside nine iconic YRF leading ladies—including Rekha, Sridevi, Madhuri Dixit, Rani Mukerji, Katrina Kaif, and Anushka Sharma. Retail & International Expansion (2014–2016): Led by creative director Parinita Saluja, Diva’ni opened flagship stores in New Delhi (South Extension) and Mumbai, creating custom zardozi, hand-painted heritage textiles, and bridal wear.
In 2016, it made headlines by opening a flagship store on M.M. Alam Road in Lahore, Pakistan, attempting to bridge cross-border couture through cinema heritage. Quiet Sunset: Following the late 2010s, as cross-border trade cooled and YRF shifted focus away from retail merchandising toward core film distribution and streaming ventures, Diva’ni’s physical boutiques closed down and the venture quietly wound down operations.
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