Radhika Apte launches her 'all-inclusive' fashion collection in association with IS.U

Radhika will be seen donning the styles this summer as she promotes the message of 'body positivity' and 'fashion inclusion' via an exclusively digital media campaign with the brand

e4m by exchange4media Staff
Updated: Feb 12, 2020 3:05 PM
ISU by Radhika Apte

Bollywood actress Radhika Apte has launched her very own fashion collection in association with homegrown fast fashion brand IS.U this February. The collaboration aims to empower women to be the best version of themselves by creating styles that are contemporary, millennial and unique to the Indian body type - pioneering a huge step forward in supporting body positivity, self-love, and acceptance for the 'all-inclusive' Indian woman.

“When I read about IS.U and the message it stands for, I knew this was the brand I wanted to associate myself with. IS.U’s ideologies instantly matched with mine. In a world that is obsessed with perfection, it is important that we don't succumb to the unrealistic standards set by society. We do not realize that it is not about breaking the norm; it is about creating the norm. This project is extremely close to my heart as it stands for self-acceptance, self-love and embracing oneself, wholly” said Radhika Apte.

With over 70 styles currently available and 80 new styles added each week starting today, the Radhika Apte X IS.U collection embodies a brand that lets you be you. A milieu of comfort and confidence, the collection sources fabrics best suited for Indian weather conditions keeping in mind all the top trends of 2020. Each piece has been handcrafted keeping in mind the independent and empowered girl bosses of today, who are always busy and on the go but still want to look effortlessly stylish.

Excited about collaborating with Radhika Apte and collection, Rashi Menda, CEO & Founder, IS.U mentions, “IS.U has taken the shopping experience a step forward, by not only restricting it “looking good”, but also focusing on “feeling good” and “being YOU”. The boldness and confidence that Radhika Apte carries is something that fits perfectly with the aim of this collection. To create styles that fit effortlessly on the unique Indian body type, we have invested 9 months in getting the shape and measurements right. That's pretty much like birthing the new size standard. We are sure this collection will make everyone feel effortlessly YOU!”

L-R: Rashi Menda, CEO & Founder, IS.U and Radhika Apte

In today’s world of social media, where people are busy portraying their perfect lives, there is immense pressure on millennials to live up to this perfect image, the perfect body type, the perfect colour, the perfect shape. Creating unrealistic expectations and insecurities, browsing through size zero Instagram pictures doused with umpteen filters often make people feel compelled to hide under oversized and baggy clothes. The IS.U brand exists at the intersection of fit, trends and personal style - providing comfort and trendy offerings in the mid-segment fashion market. Hence the collection was conceptualized with three magic words: Fit, Fabric, and Finish. This a-la-mode collection is designed to replicate armour for one’s frame.

Radhika will be seen donning these styles this summer as she also promotes the key message of 'body positivity' and 'fashion inclusion' via an exclusively digital media campaign with the brand.

The Radhika Apte X IS.U collection is now available on Zapyle.com and isufashion.com – Zapyle is an e-commerce platform for women who love fashion, all the options are curated as per user’s preferences, where they only see what they would really like to purchase. It will also be available on top e-commerce platforms such as Myntra, Flipkart, Amazon, Limeroad, and Ajio.

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