In the film Heroine, Kareena Kapoor’s fashionable and glamorous dress are all up for sale, tagged with a special offer on an online fashion portal.
Fashion line Jealous 21 collaborated with Heroine, creating its clothes collection inspired by Kareena’s glamourous look. Now, online portal www.fashionara.com is opening up pre-orders for it.
“Movies allot a fair share of the market budget to online media. In addition, the web is relied upon heavily for word-of-mouth publicity and sales of movies and music. It is thus only natural that movie merchandising moves online,” Arun Sirdeshmukh, CEO and co-founder, Fashionara, said in a statement.
“Particularly for categories like fashion, online retailers offer the quickest and most efficient route to getting merchandise to market,” he added.
Chic party dresses in colours ranging from white, yellow, black and blue, are up for grabs.