Sonam
Kapoor is unquestionably India’s quintessential style icon. However, her uber
chic appearances have been orchestrated and curated by a dedicated team of
experts helmed by sister Rhea Kapoor. The fashion journey of the Kapoor sisters
is globally discussed, locally inspired and homegrown in the truest sense. Therefore, it comes as no surprise that the
sisters have decided to build a high street fashion brand that embodies their
style sensibilities. ‘Rheson’, aptly named after the stylish duo, is now exclusively
available at India’s leading fashion retailer Shoppers Stop. The Kapoor sisters
along with Mr. Govind Shrikhande, Customer Care Associate & Managing
Director, Shoppers Stop Ltd. showcased the Rheson collection at a press meet
today in Mumbai. A short film on the making of the brand was also presented.
‘Rheson,’
is a combination of Rhea and Sonam, phonetically pronounced reason. With the
pricing starting from Rs. 499-Rs
3599, Rheson is a high street
fashion brand meant for the real Indian girl. The USP of this brand is that
whilst the clothes are super fashionable - they have been curated by the most
fashionable sisters in the country - they are also affordable without making
any compromises on the quality as well as longevity of the garments. What’s
more, Rheson will also be extremely easy to access since the brand will be
exclusively available across Shoppers Stop stores in the country as well as on
www.shoppersstop.com and the Shoppers Stop mobile app.
Speaking
on the launch of Rheson, Rhea Kapoor states that, "Sonam and I wanted to
create a brand keeping the Indian girl and her sensibilities in mind. It was
also essential for us to have control over the quality, pricing and styles and
provide attention to detail, which we have done. Since we are the customer, it
was easy to cater to the customer. We have a strong understanding of what girls
want. According to me, glamor should be accessible to you, no matter who you
are. People want to wear clothes that are comfortable and stylish in nature, a combination
that is hard to find. Rheson has been created keeping the Indian customer in
mind, her body type as well as what she likes to wear to office, with her
friends, for festive occasions, for glam night outs, there is something for
every girl. Furthermore, our brand is priced in an extremely competitive
fashion so that no girl has to think twice before embracing her stylish
side"
Adds
Sonam Kapoor, “We wanted to work on something that is owned by us and had our
personal touch on every level. So finally, we got a true partner in Shoppers
Stop, as they saw the potential in this and finally we are here. The key to the
birth of Rheson was to give girls a platform wherein they do not have to spend
money to look stylish. It’s like accessible, affordable glamour. While everyone
loves high fashion, its high street that everyone wears. We did not wish to
create a couture brand. Our forte lies in the fact that our clothes should
become your best friends. They are the ones you reach out to again and again,
irrespective of the occasion or the fitness level of your body. Rheson is for
the real Indian girl.”
Mr.
Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers
Stop Ltd., added, “When India’s leading fashion retailer collaborates with
India’s leading fashion icons, it’s a match made in heaven. We are excited to
partner with Rhea and Sonam Kapoor for their much-awaited fashion venture
‘Rheson’. Their signature style has been perfectly encompassed across the
entire range. Rheson hits the right spot of affordable glamour and we are
certain that it will be a grand success. We are glad to announce that Shoppers
Stop customers will have exclusive access to ‘Rheson’ across our stores, on our
online store www.shoppersstop.com and on the Shoppers Stop mobile app.”
Rheson
will make its fashionable debut with two main themes – Inspiration from the Nostalgic
90s and the Mogra
collection. The Nostalgic 90s
collection will immediately take you back to your childhood with elements such
as sweet cigarettes, pop candy, stationery and retro influence taking
centre-stage on t-shirts, cropped tops, button-down dresses, denim jackets and
more. The Mogra collection is a chic and young indo-western collection inspired
by the fragrant mogras. Monochrome prints inspired by the buds of the mogra add
a soothing and refreshing touch to summer. The range has fun silhouettes such
as palazzo saris and floral dresses that can be mixed and matched to create
#insta-fresh DIY looks for special occasions.
On
the must have pieces from the debut collection of Rheson, the girl who paved
the way for the stylist culture in the industry, Rhea, says that, “I would wear
90 percent of this
collection, that is how much I love it! We have this Mogra Maxi, which has
looked fabulous on every girl who has tried it, irrespective of her size, shape
or age. Then there are the Cape T shirts, that cover your arms, are stylishly
tailored at the waist, made with a super airy and summer friendly knit fabric.
I also have a nostalgic connection to the Denim jacket that is inspired by my
mother, as is the entire collection. This jacket is one that she bought on her
honeymoon and it’s our take on that memory. Then there is the Pallazo Sari that
takes all of two minutes to drape and is fuss free while staying modest as and
when need be. Rheson is all about clothes you can always wear. It is also a reflection
of two types of personalities and I believe that, the more differences that we
represent, the more universal Rheson will prove to be.”
So
girls, the brand that is sure to give you a ‘Rheson’ to smile is here. Shop
away at your nearest Shoppers Stop store!
