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As Actor Vaani Kapoor Becomes The New Face Of Label Ritu Kumar, Ceo Amrish Kumar Tells Elle About The Brand’s New Season And Fresh Direction

For a legacy Indian fashion house, built on a sense of antiquity and tradition, Ritu Kumar is anything but staid. The brand’s willingness to adapt to changes—in fashion, consumer tastes and technology— and consistently reinvent itself, has kept it vital and relevant. Label Ritu Kumar, for instance, is its younger line that offers customers a more global iteration of the brand and bridges the gap between designer wear and high-street. Its latest ace comes as Bollywood actor Vaani Kapoor, who is the new face of the brand and effortlessly embodies its ethos as it charts new territory. We met her and CEO Amrish Kumar to find out what the new season holds in store:

ELLE: Ritu Kumar is one of the few Indian fashion brands that believes in launching campaigns and having brand ambassadors. Are these important to your brand strategy?