Katrina Kaif joins label Behno as brand ambassador and investor : Bollywood News

Sustainable luxury handbag brand Behno has teamed up with Bollywood star Katrina Kaif. The brand’s new campaign starting Katrina signifies its increased focus on the Indian market. It also celebrates its manufacturing units in India. Besides being the face of the brand, Katrina Kaif is also an investor in the label.

Katrina Kaif joins label Behno as brand ambassador and investor

While speaking to Vogue about the same, Katrina asserted, “When Shivam (founder and creative director, Behno) first reached out to me, I actually knew very little about Behno and then when I met him in person, he walked me through his vision and how he approaches design, and we instantly clicked.” She further added, “He mentioned that his approach has always been incremental in how he strives to work differently in the fashion industry to change how it operates and slowly find like-minded manufacturers and partners that want to be more holistic and ethical, making my decision not just to be the face of the brand but also encourage it by investing in it.”

She continued, “The brand’s commitment to working with Indian artisans in meaningful ways truly defines luxury, where sustainable fashion meets great design, something I too look for in a fashion brand.”

For the unversed, Shivam Punjya launched Behno in 2013, inspired by the Rana Plaza disaster in Bangladesh to promote sustainability in the fashion industry. Talking about his association with Katrina, Shivam said, “Katrina is an investor in the company. As I look to be more India proud, I also understand that I’m an outsider in this country. I was born and raised in California, then I moved to New York. I visited in my childhood, and spent a lot of time in India. But at the end of the day, I’m still very much an outsider, and I don’t know the nuances. I thought why not find somebody who shares the same values, who is global in nature, who has a similar approach to fashion, that it’s fun, it’s lively, and that it’s taken seriously in the right amount? The value system bit was very important to me.”

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