Fashion designer Ritu Beri Wednesday announced her tie-up with Kingfisher, the flagship brand of United Breweries (UB) well in time for her 'Memoires de Divas' presentation at the Haute Couture week in Paris which begins on July seven.
Ms Beri who is creating yet another milestone for Indian Fashion by making her mark at the most sought after fashion venue in the world, said it was her second appearance there and ''things are getting more and more exciting.''
''It is a step in the direction of making Ritu Beri a global brand. In order to bring that about, I cannot keep making 'Ghagras' and 'cholis'. It's good, it's Indian, it's ethnic but it won't bring about a wider reach,'' she said.
Ms Beri revealed that she would present a western line of clothing in Paris but with Indian fabric and materials weaved 'in a modern way' adding that there would not be any sarees this time.
Mr. Shekhar Ramamurty, Divisional Vice President, Sales and Marketing, UB group, said the tie-up with Ritu Beri was a sound business proposition which would assist his company to make forays into the world of fashion and promote the 'Kingfisher' line of apparel as well.
Speaking to mediapersons, Mr. Ramamurty said, ''When music and film industry receive a heavy patronage from corporates then why not fashion? The association with Ritu Beri, Kingfisher Line of apparel and Kingfisher Fashion awards initiated last year are UB's steps in this direction.''
'' Ritu (Beri) will be making a return to the Paris centrestage and Kingfisher will be there along with her,'' he said.
After the conference, model Manpreet Brar, the hostess for the event, Mr. Ramamurthy and Ms Beri unveiled mannequins draped in a few dresses from Beri's new line of clothing with photographers jostling for space to get a first glimpse shot.
The entire range is a closely guarded secret and the first glimpse of it can be caught only on July eight when Beri's collection makes an appearance on the ramp in Paris with fashion television channel FTV beaming the images live to Indian living rooms.
Fashion designer Ritu Beri Wednesday announced her tie-up with Kingfisher, the flagship brand of United Breweries (UB) well in time for her 'Memoires de Divas' presentation at the Haute Couture week in Paris which begins on July seven.