Kangana Ranaut's collection for Vero Moda is a reflection of her own style

The actress, known for her chic style, is turning designer for a high-street label

Quirky meets glamorous

It’s Wednesday afternoon and Ambience Mall in Gurgaon is having a rare quiet day. However, the Vero Moda store on the ground floor seems to be in a grip of excitement of sorts with groups of young women gazing up at a series of boards and conversing animatedly. Ranaut, dressed in an aquamarine dress embellished with exquisite netting, gazes down from each of these boards. This is one of the many dresses that she has designed for Marquee, a limited edition collection by Vero Moda. “I see her pictures daily in the style sections of most newspapers. Whether she is at the airport or out for an event, she is always so well put together,” says 29-year-old Sakshi Yadav, marketing executive with a popular juice brand. So, when she got to know that Ranaut had put together a collection, Yadav simply had to check it out and that’s how she ended up at the store on a weekday. “I think it’s a fabulous way for her to connect with her fan base and say, ‘Look, I’m a regular girl like you and this is what I love wearing’,” say s Malini Agarwal, founder of the fashion and lifestyle blog, MissMalini.

Rack after rack of tops, jumpsuits, shorts and short dresses greets the eye. Various hues and shades of greens and blues have been used, lending an elegant, soft touch to shift dresses. Metallic embellishments have been employed extensively. Edgy, yet classy, is how fashion gurus choose to describe this collection that is priced upwards of Rs 2,295. It reflects Ranaut’s personal style and fashion philosophy. “She is one of the few actors who are happy to experiment. There is a quirk to her look and yet is glamorous,” says fashion commentator Sujata Assomull. While she believes that many actors are well dressed, it is often obvious that a stylist has put their look together. “They have no real personal style and never like to surprise. Ranaut has broken this mould,” says Assomull about the reason why Ranaut was a spot-on choice for a brand like Vero Moda.  

Ranaut has designed five distinct lines for Marquee, out of which Dandelion Dreams hit select Vero Moda stores across the country recently. The remaining four will be launched over the next two months, with the final one coming to the stores only in December. While Dandelion Dreams features wasabi and creamy hues with botanical design elements and beaded embroidery, the second line, Deep Lake, is suffused with black tones with bursts of emerald. You can opt for the rich classic line — Red Velvet — which features dramatic reds and black, accentuated by lace and rich floral embroidery. The final collection is the Gold Rush that has been inspired by the “Midas touch”.

  While the collection — with designs ranging from party-ready to office wear, casual and beyond — is a personal fashion journey, Ranaut has taken care to incorporate the hot trends of this season, “like leather shorts, crop tops and high slits, which just goes to show that she is a true fashionista. Her badass personality always shines through even when she’s going girly chic,” says Agarwal. “The fact that it’s an Autumn/Winter collection was really kept in focus.”

However, according to Assomull, there is one area where the collection disappoints. “It’s youthful and will probably sell well, but what it lacks is that element of surprise, that punch, which Ranaut has in her own personal style,” she says.

Starry designs

Matthew McConaughey has done it, so have Sarah Jessica Parker, Gwyneth Paltrow and Gwen Stefani — each of these Hollywood stars has designed his or her own clothing line for major fashion brands. While celebrity-designer collaborations have been popular in the West for a while, it’s becoming a trend in India too. “It’s such a natural fit, considering the fan following these celebrities have,” says Agarwal. So, last year it was Karan Johar who designed the Marquee collection for Vero Moda, which drew inspiration from high-street trends and haute couture. Interestingly, it was Kangana Ranaut, this year’s Marquee designer, who was the muse and showstopper for Johar. “Deepika Padukone and Alia Bhatt are also launching special collaborative collections. It’s all happening here and it’s very exciting!” says Agarwal.

So, what are the values that brands look for when choosing celebrities for such a collaboration. “We look at uniqueness and personal sense of style. Both Ranaut and Johar have great fashion sense and are extremely talented. And yet, their fashion sensibilities are very different. So they both brought something distinctive to the table,” says Vineet Gautam, country head, Vero Moda. The brand, which is marketed and sold in India by Bestseller India, keeps a keen eye out for international trends.

This year, Gautam and his team realised that Ranaut exemplified these global trends while retaining a quirky sense of personal fashion. Several meetings were held between the design team and Ranaut, during which she offered a glimpse of her own wardrobe. “So we looked at trends that could be matched with her own style,” says Gautam.  

There is a common perception that celebrities merely lend their name to a collection, with the brand’s team ghost-designing the line. But that’s a mere myth, say fashion commentators. Both Johar and Ranaut have been involved in the creative process from the first day. “Be it the kind of silhouettes, the fabrics to be used, how casual the collection needed to be or how the final garment looked on a model, Ranaut was part of every step,” says Gautam. Every look was sent to the actor for feedback and was finalised after two to three iterations.

While creating this collection, Ranaut followed her instincts and put together those designs that inspire her on a daily basis. “My fashion philosophy is to follow my mood for the day and wear what makes me feel good,” she says. “I am not a blind follower of fashion trends. Instead, I carve my own fashion niche and this line is a true representation of that.”