Label Ritu Kumar launches first-ever activewear collection
Label Ritu Kumar has stepped into activewear and launched its first-ever collection designed to be worn for sports and exercise, featuring the brand’s signature traditional Indian prints.
The new activewear line launched with a campaign featuring the brand’s latest celebrity ambassador, Shanaya Kapoor, the brand announced on Facebook. Kapoor wears athleisure sets featuring feminine floral designs and delicate floral polo shirts, posing with a badminton racket.
“Label Ritu Kumar is for the young girl on the move and we're constantly evolving to cater to her tastes and preferences,” Label Ritu Kumar’s CEO Amrish Kumar told Vogue India, about the new line. “Activewear aligned very well with trends witnessed during the pandemic when fitness habits changed and it became an active pursuit for a lot of people.”
The line is designed to give support with stretchable fabric and functional design, according to Kumar. The garments have also been designed specifically to fit Indian body types to mix performance with fashion.
Eponymous traditional wear designer Ritu Kumar launched Label Ritu Kumar in 2002 as a diffusion line to offer more casual outfits at an accessible price-point. The brand retails from its dedicated e-commerce store and stores across India.
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