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Volvo Cars Icons of Luxury at 2012 Lakme Fashion week: Designed Around You

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Fashion and cars are one side of the same coin. Many a times it has been seen that carmakers seek out specific designers to attract customers. Keeping this aspect in mind, Volvo cars and Ritu Beri a fashion designer will be seen together at the Lakme Fashion Week. The designer’s collection was put on display for the public in Volvo cars at an event which was attended by famous personalities.

This particular collection of Ritu Beri gives a new meaning to Volvos philosophy – ‘Designed around you’. Ritu Beri is the only Indian designer who has been featured in the magazine Acoustyl. Her collection draws inspiration from Marilyn Monroe as it’s her belief that every woman has a little bit of the iconic star in them. The collection has a western theme and has been designed keeping in mind soft palette and comfortable silhouettes.

According to R. Beri, sophisticated line of design, luxury and innovation are the key elements of a Volvo car that have been incorporated by her in the collection themed, ‘Icons of luxury’.The collection will be showcased at the Lakme fashion week Winter/Festive 2012 on 3rd august 2012.

News release: The Road Meets the Ramp at the ‘Icons of Luxury’ show presented by Volvo Cars

~The Scandinavian Luxury Car brand Volvo join hands with the Diva of Fashion Ritu Beri for Lakmé Fashion Week Winter/ Festive 2012~

This winter festive season, the world shall be in awe seeing the two ‘icons of Luxury’ – Volvo Cars and Ritu Beri – coming together to create magic at the Lakme Fashion Week Winter/Festive 2012.

As a prelude to the Lakme Fashion Week, Volvo cars showcased a few of Ritu Beri’s collection at a glittering event held at The Grand, attended by India’s crème de la crème. Her collection brings to life Volvo’s philosophy – “Designed Around You” and draws inspiration from the quintessential fashion icon – Marilyn Monroe. Her belief – there is a little bit of Marilyn in every woman is a perfect match with what Volvo Car stands for – timeless luxury. Essentially western, the collection with a soft palette and comfortable silhouettes promises to set new standards in contemporary design.

The complete collection will be showcased on 3rd of August’12 at the Lakme Fashion Week Winter/ Festive 2012.

Mr. Sudeep Narayan, Marketing & PR Director, Volvo Auto India said, “Few things in the world command a second look like a Volvo. Born out of a desire for ultimate safety, pure luxury and exclusive living, every Volvo car is a hallmark of Scandinavian design. We are delighted to partner with the Diva of Indian fashion Ritu Beri, a creative power house known for her unparalleled fashion sensibilities. Ritu’s work exemplifies timeless luxury and exhibits synergy with our brand’s ethos – ‘Designed Around You’.”

On her tie-up with Volvo Cars, Ritu Beri said, “It is absolutely essential for a designer to subscribe to the belief and orientation of his/ her inspiration. Volvo Cars’ Scandinavian style of luxury differentiates them from the others. Sophisticated line of design, luxury and innovation is what these vehicles are synonymous with. In my collection themed “Icons of Luxury”, I have incorporated key elements of a typical Volvo Car. My collection will be uber-chic and uncomplicatedly appealing, just like these stunning Volvo beauties.”