Kalki Koechlin shoots for Label Ritu Kumar’s new campaignhttps://indianexpress.com/article/lifestyle/fashion/kalki-koechlin-shoots-for-label-ritu-kumars-new-campaign-2953705/

Kalki Koechlin shoots for Label Ritu Kumar’s new campaign

The latest Label Ritu Kumar collection is a mix of essential high quality must-have garments for every woman's wardrobe.

Kalki Koechlin_759_IANS
Kalki Koechlin redefines fashion as the face for the new Label By Ritu Kumar AW’16 campaign. (Source: IANS)

Actress Kalki Koechlin features in the latest campaign for the launch of brand Label Ritu Kumar’s autumn winter 2016 and Label Basics collections.

The campaign, featuring videos and stills, was shot in Pali Hill here by ace photographer Bikramjit Bose and videographer Christina MacGillivray. “Some behind-the-scenes action from Label Ritu Kumar’s Autumn Winter 16 campaign shoot. Label Ritu Kumar #KalkiInLabel,” Kalki tweeted.

Kalki features in two videos for the launch of the Basics range, a collection of essential high quality must-have garments for every woman’s wardrobe. In both the videos, the actress can be seen dancing to peppy music while dressed in everyday essentials from the range. The film will be accompanied by a print campaign shot by Bose.

The two videos are titled Everyday Basics and Beautiful Basics – and include different types of casual-wear articles ranging from camisoles and yoga pants to lounge dresses and joggers.


Kalki also features in the print campaign for autumn-winter 2016 by the Label. The campaign features Kalki exuding vintage glamour in mainly printed dresses, bringing together Indian and European influences in easy to wear silhouettes. It is fashion forward and features a 1950s’ glamour vibe.

“We are extremely excited to have Kalki on board as part of our AW’16 campaigns. The essence of the collection lies in portraying vintage glamour in a contemporary way. We also wanted to immerse ourselves in the wearer’s lifestyle – a mix of music festival, day time chic and evening soirees,” Amrish Kumar, CEO, Ritu Kumar, said in a statement.

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