MUMBAI: Departmental store Shoppers' Stop has announced its first ever tie up with Shah Rukh Khan's Om Shanti Om. Om Shanti Om is set to release next month. Shoppers' Stop will be retailing the film's clothes and merchandise. This is Shopper’s Stop’s first tie up with Bollywood.
In a fashion show held here yesterday, Om Shanti Om's cast including Shah Rukh Khan, Deepika Padukone, Shreyas Talpade and Arjun Rampal walked the ramp, as they unveiled an array of costumes inspired from the movie.
Through its four brands Mario Zegnoti, Haute Curry, Vettorio Fratini, Push and Shove, Shoppers' Stop will launch the range of garments in stores on 18 October. Since the costumes are inspired from the actors look in the movie, they are a mix of retro and contemporary.
Manish Malhotra, Karan Johar and Sanjeev Mulchandani have designed the costumes.
Shoppers' Stop customer care associate CEO Govind Shrikhande said, Bollywood and fashion are inextricably linked and an association of this nature allows us to bring to light the style essence of our exclusive brands.
Director Farah Khan added, "The movie showcases the stars in two eras, the 1970s and 2007. We wanted to associate with a brand, which could accentuate and replicate the looks and style of Om Shanti Om in the right way."
This association was conceptualised and initiated by Sam Balsara's Madison Communication's entertainment unit Mates.