Kangana Ranaut to endorse contemporary ethnic wear brand

Mumbai, March 22 (IANS) Bollywood's "Queen" star Kangana Ranaut was on Tuesday announced the face of contemporary ethnic wear brand Melange by Lifestyle, and she launched a new range which reflects her strong individuality.

For the Lifestyle International Pvt Ltd brand, Kangana has scorched its latest 'Rethink Ethnic’ campaign, which challenges the conventional and is inspired by her fearless, bold and strong individualistic style.

With this association, Melange by Lifestyle aims to "further enhance its appeal amongst its target audience, most of whom see Kangana as an inspiration with her appealing persona, eclectic fashion choices and stellar achievements", read an official statement.

Kangana said: "Melange is a brand that gives a contemporary twist to traditional Indian wear and adds a chic vibe to ethnic looks, much like my free-spirited sense of fashion. The way the brand marries Indian aesthetics with fun, modern nuances makes me rethink ethnic and fall in love with it. Hence, the endorsement."

The brand's spring-summer line has modern silhouettes, classy cuts and vibrant patterns.

At an event here, where Kangana even cut her birthday cake in advance, she took centre stage along with Kabir Lumba, managing director - Lifestyle International Pvt Ltd to unveil the new collection, 'Kangana Ranaut for Melange by Lifestyle'.

Lumba said: "Kangana wholly embodies the Melange Woman with her effortless style, fierce personality and independent persona. Her achievements as a versatile actress coupled with her quintessential confidence are inspirational to women across the country, and we are delighted to have her as our brand ambassador.”

The line is priced between Rs.899 and Rs.2999.