Universal Sportsbiz’s womenswear brand Imara names Kareena Kapoor Khan as new brand face

By

Isabelle Crossley

Published
Feb 12, 2020

Universal Sportsbiz Private Limited has named Bollywood celebrity, Kareena Kapoor Khan, as the new face of its women’s ethnic wear brand Imara.

 
Imara announced Khan as the new face of the brand and launched a promotional video with the actress on Facebook, on February 11.

“Imara's progressive take on ethnic wear appeals to my aesthetics, as I love wearing classic ethnic pieces with modern silhouettes,” Kapoor Khan told Indo-Asian News Service Life, about her new brand partnership. 

“Imara is the wardrobe upgrade every Indian woman would love,” said Kapoor Khan. “With fashion you can always play around and innovate, hence giving ethnic style a modern touch with a few elements is uplifting and something I believe the modern women today wants.” 
 
“Having a celebrity endorse a brand helps consumers gain confidence in the brand,” USPL founder and CEO, Anjana Reddy, told IANS Life, about her reasoning behind the collaboration.

“It adds so much more weight to the brand because a celebrity will only lend his or her face to a brand that they believe makes a product that is of great quality, top notch aesthetic and something they see themselves using and that gives the consumer a certain level of confidence.” 
 
Imara retails a range of ethnic and traditional wear designed for a modern, millennial audience. The brand’s spring summer 2020 collection features an ‘Utsav’ line of embellished occasion wear and ‘Banarasi’ collection featuring floaty silhouettes. 
 
USPL launched Imara in 2015. The brand retails from its dedicated e-commerce store, which is co-hosted by USPL’s menswear brand, Wrogn.