Shraddha Kapoor turns designer, launches her fashion label

Shraddha Kapoor has joined the bandwagon of celebrities who have stepped into fashion designing with her label "Imara". The actress says that it has always been a dream to create her own fashion line and she has now fulfilled it.

The design is exclusively available at Amazon.in.

"It was always a dream to create my own fashion label and partnering with Anjana (Reddy) of USPL made my dream come true. 'Imara' is all about fairytales and this is my fairytale coming true," Shraddha told IANS on the opening day of Amazon India Fashion Week where her fashion label made its debut.

USPL co-creates celebrity fashion labels and currently have under their banner names like WROGN with cricketer Virat Kohli and now Shraddha's 'Imara'.

About the collection, the actress-singer and now designer says that it is inspired by the modern woman and is a contemporary rendition of the conventional.

"The collection is a modern Indian adaptation of classics, from once upon a time that experiments with ethnic designs and offers a refreshing take on fashion, for the young and the stylish. A line of clothing for the new Indian woman," Shraddha said.

The collection is meant for all the smart and independent women who are "open and free".

"Imara caters to the youth and young at heart," added the "Haider" fame actress who feels proud that the film has bagged five National Film Awards.

"It is always a great delight to be recognized for excellence. Not to sound boastful, but five awards is always a pleasure," she said.

The price range of the collection under "Imara" starts at Rs.699 for the mix and match and goes upto Rs.4,000 for the ensemble.