There’s lingerie and then there’s pretty lingerie…we are talking about the second one. Fun, colourful, vibrant, just like the millennials of today, PrettySecrets offers a delectable range in association with celebrity Anusha Dandekar.
The first ever Indian lingerie brand to launch a celebrity designed range, this collaboration may just set off a trend of more such partnerships for others as well. Here’s a peek into what the brand and the popular VJ has to offer to the vivacious young ‘uns.
Anusha For PrettySecrets, as the name suggests is all about quirky text on the panties, fun colours and imagery and of course,
Anusha’s brand personality and the personable character. The range is aimed at 16-25 year olds, who understand and love fashion, follow current trends, and like to buy something from a celebrity label at extremely affordable price points without compromising on style or comfort for everyday innerwear.
Anusha has not only designed the collection with the brand’s in-house product design experts, but she has also donned the lingerie to promote it. This is also a first in the Indian lingeriescape.
Anusha’s core inspiration for this collection came from her fans who are young, confident, cool, ambitious, fashionable girls and what would be flattering to them for their everyday lingerie.
Speaking about her foray into this segment, the actress, singer and VJ says that she had dreamt of this over a decade ago…since the time she moved to India. “I grew up experiencing a ‘bikini culture’ where you didn’t have to feel embarrassed in swim wear no matter what body shape, colour, size or gender you were,” she tells us. “That also trickled down to the freedom in buying underwear; no one was judging you in stores, nor did you have to feel ashamed in buying what made you feel good. When I got here I think the mindset was definitely way more backward to what it is today but we have a long way to go,” says Anusha.
She further adds that when it came to lingerie she could never find a place that had great underwear as it was either way too over priced for not great quality, or men screaming the sizes out on the street. “I was lucky I had the luxury to go abroad constantly because of work travel or personal, so I could buy my underwear from there. I really started wondering how girls do it here if they don’t have the freedom, luxury or choice. I also realised no one thinks of the college kids or the girls who have just started their careers. That’s when I realised I need to help and start something of my own,” she explains further.
While speaking of the collection Anusha says, “My whole idea behind launching underwear from day one is that it has to be bright, colourful, comfortable and affordable. I have a range of things that no one else does and some won’t even be available around the world…like the paparazzi range and relationship status range. I also have a Monday to Sunday pack, so you never forget the day. The ‘Now You See Me, Now You Don’t’ range is my favourite, because seamless underwear is something I desperately wanted to start here and get it right. My ‘Not So Basic’ collection is for girls who know or want to feel anything but basic. A touch of lace or mesh and it’s good to go!”
The colour palette consists of something for every mood—pastels such as ivory cream, pink blossom, mint or the darker hues such as plum, jade green, navy and the basics of black, white and nude, and a pop of neon pink to add the fun!
The bras come in sizes from 32B to 36D, while the panties are available in S to XL sizes. The price points for panties range from INR 399 to1499 and for bras it is INR 799 to 999.
Everything in the collection can be effortlessly mixed and matched to suit any mood and fit one’s personal style. The fabrics of the bras and panties are fundamentally made up of cotton, soft lace, breathable mesh, polyester, elastane, nylon, and polyamide.
Besides Anusha getting her own unique elements in the collection, its design and brand foundation is also synonymous to that of PrettySecrets—Basic lingerie should not be boring.
On choosing to associate with PrettySecrets, Anusha states, “Honestly, I met so many people in India and around the world. So many investors were interested but when you know it’s right you just know. From the minute I met Karan and Shruti, the founders of PrettySecrets, all the ideologies, beliefs and even creativity were so in sync with my own…it was like magic. I am so happy to have found them.”
Karan Behal, Founder and CEO, PrettySecrets says about the collaboration, “It’s been great working with Anusha. She’s been very involved in every aspect of the collection, from the creation of the logo to the design process; and the end result reflects our signature styles coming together. This collection is a reflection of what inspires each of us.”
Besides Anusha getting her own unique elements in the collection, its design and brand foundation is also synonymous to that of PrettySecrets—Basic lingerie should not be boring.
