New Delhi, Feb 6 (life) Bollywood actress Radhika Apte has collaborated with fashion wear brand IS.U to launch its latest "inclusive" collection.
The collection is made to fit the unique Indian body type, providing comfort and confidence. With the aim to be the destination for trendy, body-positive clothing, IS.U has introduced the inclusive line. The fabrics for the collection are sourced keeping in mind the Indian weather conditions.
"When I read about ISU and the message it stands for, I knew this was the brand I wanted to associate myself with. ISU's ideologies instantly matched with mine. In a world that is obsessed with perfection, it is important that we don't succumb to the unrealistic standards set by society. We do not realize that it is not about breaking the norm, it is about creating the norm. This project is extremely close to my heart as it stands for self-acceptance, self-love and embracing oneself, wholly." said Radhika Apte.
About the collaboration and collection, Rashi Menda, CEO & Founder, IS.U said: "ISU has taken the shopping experience a step forward, by not only restricting it 'looking good', but also focusing on 'feeling good' and 'being you'. The boldness and confidence that Radhika Apte carries is something that fits perfectly with the aim of this collection. To create styles that fit effortlessly on the unique Indian body type, we have invested nine months in getting the shape and measurements right. That's pretty much like birthing the new size standard. We are sure this collection will make everyone feel effortlessly YOU!"
ISU sells its exclusive collection on Zapyle.com and isufashion.com. It will also be available on top e-commerce platforms such as Myntra, Flipkart, Amazon, Limeroad, and Ajio.
The brand provides intersection of fit, trends and personal style, catering to the mid-segment fashion market.(Puja Gupta can be contacted at puja.g@.in)
( With inputs from IANS )