Ritu Kumar appoints Radhika Apte as new brand face
Radhika Apte is the new face of Ritu Kumar, the brand announced in a press release. Apte stars in the brand’s new campaign styled in jewel-toned and floral printed traditional wear with a simple hairstyle and classic makeup.
The actress also narrates a Hindi translation of 'If' by Kipling in the video campaign, which has given the campaign the hashtag 'Naari Tum Shakti Ho' as Apte reads, “He beti sabse barh kar, tum naari ho, tum shakti ho!” Previously, Nimrat Kaur had narrated the poem for Kumar’s autumn/winter 2017 campaign.
The collection has an earthy colour palette including burgundy and dark green and features textiles including cotton, chanderi, silk, and woven jacquards. The collection also highlights a number of traditional embroidery techniques including Kutch and Kashmiri Jamaawar and encorporates metallic threads.
Ritu Kumar recently showed her latest collection for Label Ritu Kumar on the runway at Lakme Fashion Week in Mumbai for the winter/festive season.
The collection has a colour palette of black, red, and white and features bohemian and 1970s influences. Kumar also recently launched a homeware line that features textiles, cushions, and kitchenware.
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