All About You aims to be a $100 million brand in two years
Bollywood actor Deepika Padukone today launched her own fashion brand All About You in association with Myntra. The collection of All About You apparel will be available exclusively on the Myntra app.
Inspired by superior European craftsmanship, All About You is designed to be, as Deepika Padukone says, ’comfortable, romantic, feminine and fun’. Speaking at the launch, she said “I am elated to introduce my brand All About You in association with Myntra. It was a pleasure working with the design team to create a collection that is simple, elegant & comfortable, with styles that match my sensibilities. The collection aims at enabling girls to showcase their personal style.”
After spending nine months designing and perfecting the collection in collaboration with French design agency Carlin and Myntra’s in-house design team, the actor modelled the brand on her own fashion preferences and off-screen fashion choices to make it relatable for young women.
Talking about this alliance, Ananth Narayanan, CEO, Myntra, said, “All About You lives up to its promise of being a collection that connects with young women. The brand will widen and deepen our reach. We see the brand hitting the $100 million mark over the next two years and the secret ingredient of its success will be the brand philosophy of simple designs that are easy to wear.”
Added Mukesh Bansal, Board Chairman, Myntra and Head – Commerce, Flipkart, said, “Deepika is a style icon that the youth admires and connects to. We are excited to partner with her in creating a fashion brand which is an extension of her personality and is global in stature. We are very impressed with the depth of imagination & commitment that Deepika has put into the brand and we are sure that it will be a winner.”
Inspired to create something that will define every women’s individual style statement, All About You combines grace with comfort, delivering powerful elegance in design, weave, texture and fabric. The collection embraces special fabrics such as hammered satin, viscose & jacquards, lurex knits, blended knits, woollens and premium denims. This collection is priced from Rs. 1500 onwards.
Some of the style elements include use of lace, embroidery tulles, shine & sequins, floral & feather prints and dots & stripes combined with flowy silhouettes. The collection has unique floral prints and pastel colours that adds to the charm & brings in a sense of romance.