HUL partners with Manish Malhotra to launch new premium fabric wash brand ‘Love & Care’at the opening show of Lakmé Fashion Week Winter / Festive 2019

Mumbai, 21 August 2019: Celebrated fashion designer Manish Malhotra partnered with ‘Love & Care’, the brand-new premium fabric wash range from Hindustan Unilever, to present his latest festive collection at the opening night of Lakmé Fashion Week Winter / Festive 2019.

The ‘Love & Care’ range of expert care wash products was launched at the designer’s fashion extravaganza set against the backdrop of fluid fabric and starry gold in an opulent showcase at the Famous Studios. Inspired by Love & Care’s product variants, the show was divided into three sections – silk in jewel tones, wool from Kashmir and cotton in pastel. The showstopper for the evening, Katrina Kaif looked sensational in a velvet emerald green lehenga with gold embellishments and an over exaggerated blouse. In typical Manish Malhotra style, it was a star-studded show with guests such as Khushi Kapoor, Karisma Kapoor, Ishan Khattar, Karan Johar , Amrita Arora, Athiya Shetty, Ayush Sharma, Daisy Shah, Dia Mirza, Chitrangadha Singh, Aparshakti Khurana, Queenie Singh, Sophie Choudhry, Yash Birla, Shaina NC, Arti Surendranath, Ananya Birla, Mrunal Thakur and Punit Malhotra present to cheer the designer on.

Love for Fashion & Fabric: MAAHRUMYSHA collection from Manish Malhotra

Manish Malhotra’s collection MAAHRUMYSHA encompasses the designer’s love for fabrics as he believes fabric is the soulful thread that binds fashion like no other. Romancing the festive mood and crafted for lighter occasions at destination weddings, the collection breaks away from the traditional warmer hues of red and brings in a fresh palette of classic shades such as white, ivory, beige, ochre, grey, salmon as well as signature gold of the label exuding an luscious vibe. A celebration of the sponge trend, the collection showcased long trails and veils with intricate embroidery. Flowy skirts, spectacular tops, edgy crop tops and long tapered tops made their presence felt on the runway. Sharp tailored jackets, dapper bandhgalas for men heighted the glam quotient of the collection.

Expert Care for fashion wear – New Love & Care

Inspired by the Indian fashionista’s diversifying wardrobe and rise of delicate wear in her closet, Love & Care has been created to provide expert care solutions tailor made for each special type of fabric. It combines the R&D prowess of HUL with the marketing insights from 600 fashionistas, textile experts, fashion designers and fashion retail to create a bespoke mix for the Indian fashionista consumer.

Offering fabric wash solutions to care for different types of fine fabrics Love & Care will be available in three variants Shining Silks, Fine Cottons and Soft Woolens. The packaging of the range is inspired by ethnic fabrics in contemporary colors with an element of fashion inspired detail. The communication of the range also talks about how love makes the fashionista an expert and special love for fashion needs special care which only Love & Care can provide.

A seamless marriage – Fashion meets Expert Care

When the best in fashion meets best in expert care, a truly seamless partnership is born. Manish Malhotra’s association with Love & care as brand ambassador is a reflection of shared values of love for all things fashion & fabric and celebrating the everyday fashionista.

Commenting on the launch of the campaign & the fashion showcase, Priya Nair, Executive Director, Home Care, Hindustan Unilever, said “As India and Indians are becoming more affluent, their wardrobes are changing and a variety of fabrics such as premium embroidered cottons, silks, and crepes are an increasing part of their wardrobes. We have created expert solutions to address the need to care for these special fabrics – be it for fine cottons, silk or woollens. The association with Manish Malhotra is ideal as both the brand and Manish share a common love for fashion & fabric. Lakme fashion week is an iconic event for the brand to be born making it Unilever’s first fashion care brand to be born on the runway”

Says designer Manish Malhotra, about the collection and his partnership with Love & Care,

Speaking about the collection, designer Manish Malhotra says, “This show is very special for me as this is an expansive collection with diverse fabrics; in wool, cotton and silk. I’ve refreshed the wedding palette in a more millennial and modern way.The whole collection is done in muted and vintage tones which makes it modern and glamorous, yet timeless.”

Talking about his association with Love & Care, he mentions, “Indian weddings and festive occasions are my favourite because it’s a celebration of the coming together of a family. Love & Care is an embodiment of a similar love for fabrics. It is dedicated to that affection and belonging one has for their loved ones, like designers have for fabrics. The level of detailing and the passion for garment care that HUL has put behind crafting Love & care is truly fascinating and I am happy to partner with the brand as it launches this August”

‘Love & Care’ was introduced to the media post the spectacular show by Priya Nair & brand ambassador Manish Malhotra.

Available in 3 variants – Shining Silks, Fine Cottons and Soft Woollens, the products are priced at Rs 350 for 950 ml for Shining Silk and Rs 300 for 950 ml for the Soft Woollens and Fine Cottons. The products will be available across modern retail and ecommerce in top cities shortly.