Volvo Cars added a bit of glitz and glamour to the Lakme Fashion Week by presenting ‘Icons of Luxury’. On the inaugural day of Lakme Fashion Week Volvo Cars brought to the fore Volvo Car’s brand philosophy ‘Designed around You’, along with fashion diva Ritu Beri, who, inspired by the Volvo collection presented her works specially dedicated to the contemporary woman of today.
Fashion model Jesse Randhawa walked the ramp as Ritu Beri’s fashion collection featured ‘Blu Jacket’. This ‘Blu Jacket’ collection was an eclectic mix of art, luxury and opulence as the entire collection was woven around Volvo Cars Scandinavian presentation. The color theme was deep blue and hence the name Blu Jacket.
Fabric used in all designs displayed was soft and leather like resembling the interiors of a Volvo car. Each of these designs was simple yet chic, comfortable yet classy depicting Volvo Car interiors to perfection. Ritu Beri is also noted for the special jacket created for final winners from India who will participate in the World Final Volvo Golf Challenge 2012.
News release: Volvo Cars rev up Lakme Fashion Week with “Icons of Luxury” by Ritu Beri
Scandinavian Luxury Car brand and Fashion Diva unveil the coveted ‘Blu Jacket’
Volvo Cars presented “Icons of Luxury” by Ritu Beri at the inaugural day of the Lakme Fashion Week Winter/Festive 2012. A heady mix of style and sophistication, the two ‘Icons of Luxury’ – Volvo Cars and Ritu Beri – joined hands to redefine contemporary design with a collection inspired from the quintessential fashion icon – Marilyn Monroe. Celebrating the spirit of today’s woman, ‘Icons of Luxury’ brought to life the Swedish carmaker’s ethos – ‘Designed Around You’. Supermodel Jesse Randhawa walked the ramp at the show.
Ritu’s collection featured the dazzling ‘Blu Jacket’ – a hallmark of art and luxury, craftily interweaving Volvo Cars’ Scandinavian sophistication and design diva Ritu Beri’s uber-chic craftwork. She creates the jacket for the final winners from India to play at the World Final Volvo World Golf Challenge 2012.
The Blu Jacket is inspired by Volvo Car’s brand philosophy – Designed Around You. The fabric is soft like the leather of the Volvo car, comfortable as the seats; it is chic like the Volvo Car design. It is intrinsically simple without any unnecessary fussy details. Ritu Beri says,” I chose the color Blue from the Volvo logo. And I believe Blue is the coolest color – the color of the sky, ocean, sleep, twilight. It is the color of high ideals, the color that aptly reflects the royal style of Volvo.”
Mr. Tomas Ernberg, Managing Director, Volvo Auto India said, “In Ritu Beri’s elegant ensemble themed “Icons of Luxury”, Volvo Cars has found the most vibrant expression of its unique style of luxury that differentiates it from the others. We are thrilled to partner with such a creative power house of fashion that has culminated in this beautiful synergy. Lakme Fashion Week marks our foray into fashion in India, giving us an enviable platform to come closer and engage with our customers.”
“Icons of Luxury” mirrors Volvo’s perfect balance between art and technology, beautifully modeled designs which are strong and geared with latest technologies in the luxury carmaker’s beautiful set of wheels. Essentially western, the collection features a soft palette and comfortable silhouettes, evenly punctuated with a splash of bright colours touching red, pink, blue, turquoise and yellow.
Volvo Cars have made a significant impact internationally and in India by winning several coveted awards for its design and style.