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Designed by Amrish Kumar, the gathering attracts from India’s architectural and artisanal heritage, with Kareena fronting its newest marketing campaign
Kareena Kapoor Khan Is The Muse For Ritu Kumar’s New Assortment, And It’s A Full-Circle Second
When Kareena Kapoor tied the knot with Saif Ali Khan, it was ace designer Ritu Kumar, who had painstakingly restored an heirloom ensemble for her. That stunning garment as soon as belonging to the Begum of Bhopal, was gifted to Kareena’s mother-in-law, who had worn it on her personal marriage ceremony day. That is in all probability why this collaboration with Kumar is not only a few new assortment. For Kareena, it carries an extended, most intimate historical past.
Nonetheless, the actor has now come on board because the muse for the designer’s newest couture assortment, bringing collectively two names which have lengthy been related to Indian vogue, cinema and an unmistakable sense of timeless glamour. The collaboration, designed by Amrish Kumar, has been offered as a gathering of two enduring icons, celebrating craftsmanship and tradition.
In a put up, Kareena wrote, “A ravishing piece that after belonged to the Begum of Bhopal was gifted to my mother-in-law, who wore it on her personal marriage ceremony day. Years later, it was lovingly restored by Ritu Kumar for me to put on on mine. Understanding the story it carried, after which getting so as to add my very own chapter to it, made my bond with the model extremely private and particular. So this was by no means only a marketing campaign for me. It was about emotion, recollections, heritage and a fantastic sense of belonging.”
That sense of continuity additionally informs the brand new marketing campaign, which locations Kareena towards items that draw closely from India’s architectural and artisanal traditions whereas being reduce for a up to date wardrobe. One of many key appears to be like featured is the Jaisalmer Jacket and Skirt, impressed by the architectural heritage of Rajasthan. Conventional block prints have been reinterpreted via a contemporary silhouette, whereas intricate aari, tikki and zardozi embroidery add layers of texture and element. In line with the home, the ensemble represents greater than 600 hours of artisanal craftsmanship.
On Kareena, the look is regal and fashionable, with the main target being on the intricate workmanship (and Bebo’s face card, which is unmatched). Classic Schiaparelli earrings and polki buttons by Birdhichand full the ensemble.
The marketing campaign itself brings collectively a sizeable inventive workforce. Produced by Anil Kapoor Movie and Communication Community, it’s co-produced, styled and developed with Rhea Kapoor, with Karan Boolani as producer. Photographer The Badly Drawn Boy and videographer Kettle Love seize the marketing campaign, whereas Shereen leads the styling.
“For us, this collaboration is about continuity as a lot as it’s a few new starting. The model has shared a memorable affiliation with Kareena, most notably via the restoration of the long-lasting Pataudi heirloom for her marriage ceremony. To now have her symbolize this assortment looks like a pure development of that relationship. As Ritu Kumar continues to evolve, our focus stays on presenting Indian craftsmanship in methods which might be each genuine and up to date, and Kareena captures that imaginative and prescient effortlessly,” says Amrish Kumar, CEO, Managing Director & Artistic Director, Ritu Kumar.
For Ritu Kumar, the collaboration arrives at a second of transition. With Amrish Kumar on the helm of the brand new assortment, the marketing campaign locations the home’s established design vocabulary alongside a youthful, up to date interpretation of Indian couture. “To now be part of Ritu Kumar’s new chapter and this thrilling journey with Amrish feels extremely particular,” Kareena mentioned, including, “Some issues actually do come full circle. ❤️”
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Ask News18The collaboration is a “full-circle second” for Kareena Kapoor Khan, as Ritu Kumar beforehand restored an heirloom ensemble for her marriage ceremony. This garment, initially belonging to the Begum of Bhopal, was worn by Kareena’s mother-in-law on her marriage ceremony day, making the brand new assortment deeply private and rooted in heritage for Kareena.
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Mallika Bhagat is a Deputy Information Editor at News18, the place she leads the Life-style and Viral desks. A seasoned journalist and content material strategist, she brings a decade of high-impact expertise from India’…Learn Extra
September 08, 2026, 18:27 IST
