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Dial EK for Ekta Kapoor's label

The TV and film producer to go the fashion way

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Producer Ekta Kapoor will soon venture into the world of fashion with her signature line called EK. She will formally announce and launch the label soon. The brand will retail the sarees and jewellery that have shot to fame on her television shows.

A source reveals, "Over the years, Ekta's shows have not only become very popular but most of her leading actors have managed to create their own identity in terms of the look. A lot of their costumes made way to retail outlets as the demand for them increased. Keeping this in mind, the brand will focus of making the clothes and jewellery available to people across the country. It will also be more easily available as they plan to introduce the brand online so anyone can purchase any outfit or any particular accessory they fancy from the comfort of their homes."

Says Ekta, "Television and style are consumed by viewers in different forms on a daily basis. EK is an attempt to marry the two."

While it will have a formal launch, EK will primarily be available online post announcement.

BRAND WAGON
Rhea and Sonam Kapoor: Recently announced their foray into the fashion segment with their high-street fashion brand Rheson that will be available from September. Though it will be launched at Shoppers Stop, they will also offer worldwide delivery on their website.

Lisa Haydon: Surprised everyone when she launched Naked – her range of handmade beauty products which consists of organic bath and beauty potions that she has been working on for some time now.

Bipasha Basu: Turned online fashion retailer with a line of accessories, Trunk Label. Her label has an eclectic collection of bags, shoes and jewellery that is designed keeping in mind the target audience.

Malaika Arora Khan: Launched her own brand of clothing, The Closet Label. The portal is a celebrity led website that offers women stylish, comfortable and luxurious choices in terms of clothing.

Ayesha Kapur (acted in Black): Made a business out of her hobby for accessorizing and launched her own brand Ayesha. The brand is a one-stop shop for everything quirky like fashion jewellery, hair accessories, sunglasses, watches.

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