Bollywood-inspired fashion brand Diva'ni headed to Pakistan

Diva'ni, India’s first cinema-inspired fashion brand, will soon open its doors in Pakistan. The brand will launch its first international couture flagship store in Lahore next month.

Diva'ni was introduced to India in 2013 by Yash Raj Films and KBSH Private Limited, one of the largest heritage fashion houses based out of New Delhi. Now, the fashion house is taking Bollywood fashion across the border. The launch date is yet to be revealed. 

The launch in Pakistan is being seen as a manifest of Pakistan and India’s common heritage across culture, cuisine, values, music, films, fashion, and sport, a statement said. 

“We are exceptionally excited to be launching in Pakistan as our region shares an appreciation for traditional art and craft, which is the heritage that Diva'ni embraces,” said Sanya Dhir, Creative Director at the fashion house. 

In a joint statement, Dhir and Shakil Zindani - CEO at Flitz Fashion (the partner brand in Pakistan) -- said “there is more than one reason why Diva'ni will be very much at home in Pakistan”.

They said: “We sincerely hope that the audiences recognise that truth that Pakistan is where the luxury, design, and the genes of Diva'ni would fit in ever so effortlessly. The applause, we are sure, we will be 192 million strong as well."