MUMBAI, (GNI): 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 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”
Speaking to the media persons, Sonam Kapoor, said, “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.”
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! -Ends