From Kareena to Deepika, Avama Jewellers curates top Diva looks for avant-garde range

Bollywood has always been one of the greatest sources of fashion inspiration for generations. Style statements of Divas, right from Meena Kumari to Alia Bhatt, have been emulated by countless Indian women. Hyping them all the more is Avama Jewellers with their latest avant-garde collection that seems to gel with the Dum Maaro Dum fever and the Channa Mereya mood equally smoothly.

The Afreen Afreen collection consists of a miscellaneous array of jewellery that go with multiple looks. “The unique feature of this collection is the efficacy and the flamboyance of the jewellery showcased. The ornaments can be effectively paired with traditional, as well as modern looks,” said Abhishek Kajaria, the director of Avama Jewellers.

The interesting part of their campaign is the way the collection has encapsulated the varieties the brand can offer. Ranging from polki, navratan jewellery to gorgeous gold and diamond sets, the collection has something for each fashionista. Each look has given a grand treatment with models resembling the avatars of Kareena Kapoor, Kajol, Rekha, Anushka Sharma, Zeenat Aman, Aishwarya Rai and Deepika Padukone.

“We are targeting the niche segment, especially women who are truly inspired by Bollywood icons and somewhere, want to emulate their styles. The varied style statements have been part of the pop culture in India since decades,” said Kajaria, adding that with fashion making a comeback frequently, the youngsters would be thrilled to deck themselves up in a Boho avatar such as Zeenat, traditionally regional classy looks such as the Bong bride played by Aishwarya Rai in Devdas or Rajput queen Padmavati essayed by Padukone.

The Afreen Afreen collection campaign started on November 16 across Instagram and Facebook. Garnering over 1.1K likes on an average on these still images alone, the campaign is a raging hit on Facebook. Encouraged, the brand wants to continue the campaign, experimenting with the looks of eight different Bollywood personas for Afreen Afreen, and aims for a better engagement in various media across social media handles till January 2022.

Written by Shubham Dasgupta

RJ Exclusive