Kalki Koechlin features in the latest campaign for the launch of Label Ritu Kumar’s Autumn Winter 2016 collection and “BASICS by LABEL, Ritu Kumar”. In a first for both, KalkiKoechlin and Label Ritu Kumar, the national award-winning actress features in two videos for the launch of the Basics range. The campaign featuring videos and stills was shot in Pali Hill, Mumbai by ace photographer Bikramjit Bose and videographer Christina MacGillivray. The BASICS are a collection of essential high quality must-have garments for every womans wardrobe. The campaign features Kalki exuding vintage glamour in mainly printed dresses bringing together Indian and European influences in easy to wear silhouettes. “I’m thrilled to feature in the Label Autumn-Winter 2016 campaign by Label Ritu Kumar. They really understand my style and my fashion aesthetic”, said Kalki Koechlin. “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,” said Amrish Kumar, CEO, Ritu Kumar. The new collections will be available in all Label Ritu Kumar stores as well as online starting August 2016.
