Says director Farah Khan, “It’s a tie-up with Shopper’s Stop. On October 9th, Shah Rukh, Deepika and the other stars will walk the ramp at a show at the Grand Hyatt wearing costumes from OSO. Shopper’s Stop will also launch an OSO clothesline based on the film’s unique look.”

Brand value

Farah informs that two lines will be launched. “One will be a retro line inspired by the vintage costumes, while the other will be a contemporary line. Apart from being affordable, both lines are extremely trendy. Shah Rukh will wear the modern line on the ramp, while Deepika will wear retro outfits from the film. Arjun (Rampal) plays a producer in OSO, so his clothes are formal suits and leather jackets, similar to what Vinod Khanna used to wear back then. Shreyas wears shirts with pop art and stretched fabric!” she says.

Farah has got into brand merchandising with OSO in a big way. She says, “Brands like Maybelline have joined in to produce a line of make-up based on Deepika’s look (she’s also the company’s brand ambassador) and Sia for jewellery.”

Ramp talk

Manish Malhotra, Karan Johar and Sanjiv Mulchandani have done the film’s look and styling. As for herself, “I won’t be sashaying down the ramp, Unless you want me to do the elephant walk!” she jokes, referring to her growing baby bump.

Talking about SRK, she says he’s walked the ramp only once before for a fashion show in Delhi. “He was shy about doing it, but since it’s a professional tie-up he agreed to do it,” she says. Govinda Srikhande, CEO, Shopper’s Stop says, “Being market leaders and innovators in retail, Shopper’s Stop has set many trends in the past. This unique association with OSO will surely set a new trend.”

Courtesy: IndiaFM