Film Merchandise: India

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Film Merchandise

Chinki Sinha , Epic Inspiration “India Today” 24/4/2017

Film merchandise has been big business for decades. BollyWoo, an e-commerce start-up that sells wardrobe replicas, has taken it to a new level-working with large production houses to sell the outfits, accessories and even the locations featured in their films. For the company's latest gig, six designers developed ready-to-wear apparel inspired by the costumes used in Baahubali-just in time for the launch of the epic franchise's second instalment, Baahubali 2: The Conclusion later this month.

"I wanted to keep it adventurous. In a way it speaks of my own trekking journeys," says Delhi-based Mrinalini Gupta, who developed a line of jackets and loose pants with a rustic twist inspired by a scene in which Baahubali scales a mountain. Showcased at a fashion show in Mumbai on April 7, the designers agreed to create more commercial collections than their usual work-in keeping with the mass market appeal of the film. "We wanted to venture into southern cinema and approached Baahubali with the idea of launching a ready-to-wear collection inspired by the film, as this would attract a very different audience from the one that would have gone to see the film and also ensure popularity in the north," says BollyWoo spokeswoman Tanmaya Vyas.

Yogesh Chaudhary, another designer who worked on the collection, says his work features motifs and prints of the shield used by the antagonist in the film. "I liked the lion better than the horse," he says. "The collection was a challenge and I chose the 'other' for my inspiration."

-Chinki Sinha

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