TV Czarina Ekta Kapoor announced the launch of a new apparel line under their co-created brand ‘EK’. The EK clothing line, launched on Ektaa’s birthday, will offer women contemporary ethnic wear. This follows closely on the heels of the highly successful launch of ‘EK’ in November 2021. Users have been loving EK’s products spanning home décor, furnishings, and wellness accessories. This success has been one of the big inspirations for her to extend the EK brand to clothing.
Made with 100% cotton, EK’s three collections Charbagh, Siyahi and Kairi include products like kurtas, bottoms, and dupattas. They embody EK’s ethos of creating products that bring a sense of emotional wellness and positive energy to users. Like other EK products, its clothing line is crafted by local Indian artisans, in a way that blends traditional Indian craftsmanship with modern design elements. The Charbagh collection features beautiful floral and nature-themed prints representing serenity. The Siyahi print, the Indigo collection, brings joy and the Kairi collection has raw mango-themed prints evoking relaxation.
Speaking about the new launch, Ektaa R Kapoor said, “I am extremely thrilled to be growing EK – a brand I have co-created with Roposo – with the launch of our new apparel line. I am truly grateful for the success that EK has seen so far. Some of EK’s products, such as copper bottles, ran out of stock within the first month of their launch, and I was elated to see that one of the evil eye necklaces from the EK jewelry collection became a huge hit, especially after my friend and television star – Karan Kundra gifted it to Tejasswi Prakash. I hope that consumers will extend the same love to our apparel line as well.”
Ekta Kapoor shared a pic with a longish message that read, “This 7th of June is a day close to my heart, not just because it’s my birthday but because it’s the start of a new chapter in my life. A chapter that marks new beginnings.
While the world around us has changed immensely, modern Indian women have managed to achieve a perfect balance between progress and tradition. We’ve evolved and grown but we’ve also stayed true to our roots. In my life too, from the stones that I wear on my fingers to the daily pujas at home, these practices allow me to centre myself in this rapidly evolving world.
It has been a lifelong dream to create something that perfectly captures this essence – which led to the launch of EK in December, last year. Today, I take another step to honor the modern Indian woman through the launch of the EK Ethnic Wear. Celebrating our native flora, we have the Charbagh collection that is all about flower inspired motifs. Keri collection is inspired by the traditional raw mango designs and Siyahi collection draws inspiration from our love for indigo. All of our collections are crafted with modern silhouettes for the women of today.
EK Ethnic Wear is made for all you queens who rule our hearts and lives, so that you can dress to express because with EK Ethnic Wear, there is a feeling in every thread!
Go on, head to our website – www.worldofek.com. I’m giving you a sneak peek in to the collection. Book your favorite piece from our collection and win exciting gifts.”
During the recently concluded Glance LIVE Fest, viewers also got an exclusive opportunity to watch a live fashion show with EK apparel on display. In a special live show, Ekta Kapoor took viewers down memory lane while speaking about her life’s highlights and her entrepreneurial journey.