Malaika Arora to endorse Satya Paul's new line

Fashion brand Satya Paul has roped in actress and style icon Malaika Arora as the face of their autumn-winter 2016 collection Star Struck.

Talking about coming on board for the brand, Malaika said in a statement: "Satya Paul is such an iconic brand and some of their classic saris make for some of my personal favourites.

"Their contemporary stance on traditional Indian clothing adds a fresh appeal to the garments which works well with the younger generations too. I have been very fond of the label and look forward to representing the brand this season."

Inspired by the 12 signs of the Zodiac, Satya Paul's new line is divided into three looks -- The Constellation, Zodiac Traits and Elements of the Zodiac. The range pays homage to traditional weaves and techniques such as Shibori prints and Benarasi woven fabrics while trying to revive them in a present-day context.

Nikhil Mehra, CEO, Genesis Group, said in a statement: “At Satya Paul, it is our endeavour to redefine and push creative boundaries. We are constantly trying to reinvent and explore interesting collaborations that accentuate our design philosophy and sensibility.

"Malaika Arora's feminine, contemporary and bold take on style echoes the brand's aesthetics and we are happy to have her on board for our autumn-winter 2016 collection.”

This is not the first time that the brand has partnered with a celebrity woman. In the past, it associated with author Shobhaa De and actress lisa Ray, as well as with creative minds such as Masaba Gupta who designed some of the most popular prints for two years as part of the brand.

Satya Paul also collaborated with Disney in 2014 to create a capsule collection. This was followed by Gauri Khan co-designing her signature collection for the brand as part of the 30th anniversary celebrations.