Shoppers Stop introduced an apparel collection tied to the film Love Aaj Kal, bringing the clothing worn on screen by Jai, played by Saif Ali Khan, and Meera, played by Deepika Padukone, into its stores.
What the collection covers
The range has two distinct parts.
- i Jeanswear from IIFA, the denim seen in the film, positioned as trendy, youthful and colorful everyday wear.
- Haute Curry, offered exclusively at Shoppers Stop, stocking the traditional looks worn by Meera in the film.
Splitting the collection this way covers both halves of the film’s wardrobe, which is what makes it work commercially. A single denim line would capture only one register of what viewers actually saw.
The partnership
The line was produced in association with Illuminati Films, the production house owned by Saif Ali Khan and Dinesh Vijan, and with Wizcraft, owner of the IIFA brand.
Why film tie-ins work in this market
Film wardrobe drives a great deal of Indian fashion, and a licensed collection shortens the path between seeing something on screen and being able to buy it. The alternative is that viewers describe the look to a tailor, which is what happened for decades and captures none of the revenue.
Frequently asked questions
What was in the Love Aaj Kal collection?
IIFA i Jeanswear denim, and a Haute Curry range carrying the traditional looks from the film.
Who partnered on the line?
Illuminati Films and Wizcraft, the IIFA brand owner, with Shoppers Stop as the retailer.
This report dates from 2009.
