Volvo Cars rev up Lakme Fashion Week with “Icons of Luxury” by Ritu Beri

Volvo Cars presented “Icons of Luxury” by Ritu Beri at the inaugural day of the Lakme Fashion Week Winter/Festive 2012. A heady mix of style and sophistication, the two ‘Icons of Luxury’ – Volvo Cars and Ritu Beri – joined hands to redefine contemporary design with a collection inspired from the quintessential fashion icon – Marilyn Monroe. Celebrating the spirit of today’s woman, ‘Icons of Luxury’ brought to life the Swedish carmaker’s ethos – ‘Designed Around You’. Supermodel Jesse Randhawa walked the ramp at the show.

Ritu’s collection featured the dazzling ‘Blu Jacket’ – a hallmark of art and luxury, craftily interweaving Volvo Cars’ Scandinavian sophistication and design diva Ritu Beri’s uber-chic craftwork.  She creates the jacket for the final winners from India to play at the World Final Volvo World Golf Challenge 2012.

The Blu Jacket is inspired by Volvo Car’s brand philosophy – Designed Around You. The fabric is soft like the leather of the Volvo car, comfortable as the seats; it is chic like the Volvo Car design. It is intrinsically simple without any unnecessary fussy details. Ritu Beri says,” I chose the color Blue from the Volvo logo. And I believe Blue is the coolest color – the color of the sky, ocean, sleep, twilight. It is the color of high ideals, the color that aptly reflects the royal style of Volvo.”

Mr. Tomas Ernberg, Managing Director, Volvo Auto India said, “In Ritu Beri’s elegant ensemble themed “Icons of Luxury”, Volvo Cars has found the most vibrant expression of its unique style of luxury that differentiates it from the others. We are thrilled to partner with such a creative power house of fashion that has culminated in this beautiful synergy. Lakme Fashion Week marks our foray into fashion in India, giving us an enviable platform to come closer and engage with our customers.”

“Icons of Luxury” mirrors Volvo’s perfect balance between art and technology, beautifully modeled designs which are strong and geared with latest technologies in the luxury carmaker’s beautiful set of wheels. Essentially western, the collection features a soft palette and comfortable silhouettes, evenly punctuated with a splash of bright colours touching red, pink, blue, turquoise and yellow.

Volvo Cars have made a significant impact internationally and in India by winning several coveted awards for its design and style. To know more please log on to www.media.volvocars.com

About Volvo Auto India:

Swedish luxury carmaker Volvo Auto India (VAI) established its presence in India in 2007 and has since then, worked intensively to market the Swedish brand in this country. Volvo Cars currently markets products through its dealerships in New Delhi, Mumbai, Chandigarh, Coimbatore, Hyderabad, Chennai, Kochi and Pune.

The company currently sells four luxury models:

·    Volvo XC90 – A 7-seater luxury SUV which is sturdy and apt for Indians

·    Volvo XC60 – A technologically advanced compact luxury SUV

·    Volvo S80 – An exquisitely elegant sedan

·    Volvo S60 – A sporty sedan