Koovs latest designer collaboration snapped up

Koovs latest designer collaboration gets snapped up

Masaba X Koovs 'athleisure' collection a first for Bollywood's go-to designer Masaba Gupta

Delhi, Feb 23, 2017: Koovs has partnered with Masaba Gupta to launch its latest collaboration of sporty athleisure wear, Masaba X KOOVS. The daughter of legendary West Indies cricketer Viv Richards and Bollywood actress Neena Gupta, Masaba not only has an unparalleled pedigree in India, but is also the go-to designer for many Bollywood stars, renowned for her impeccably-cut feminine shapes and unconventional fun prints.

The Mumbai launch party hosted a who's who of fashion, film and music with Bollywood stars Mandana Karimi, Amyra Dastur, socialite/celebrity blogger MissMalini (1.7 million Facebook followers) and VJ/model Shibani Dandekar, all wearing pieces from the Masaba X Koovs collection. Other guests included Bollywood star Kanika Kapoor, Singer Anushka Manchanda, designer Pernia Qureshi and cricketer Zaheer Khan. 

Masaba X KOOVS is a collection of sporty crop tops, leggings, joggers, hoodies, t-shirts, shorts and accessories, incorporating effervescent & playful prints and designed for the active, fun and social lifestyle of the twenty-something young woman in India. The collection which features 44 styles, has already sold out a number styles including Slogan and Swagger Gum print leggings.

Known for her individualistic and playful designs, the collection embodies Masaba's reputation for quirky prints. She says: "Athleisure has been on my mind for many years now and I am thrilled to have partnered with Koovs to launch a line tailored to meet the needs of young, fashion-conscious women who want to make a serious style statement even when they're on the treadmill."

The launch follows Koovs recent nine-months trading statement with sales up 101% year on year to £13.45 million, over 100% growth in web visits and social followers, and mobile transactions up by 151%. Building on this momentum, the launch also featured live social media interaction with a Masaba Gupta live twitter chat (Masaba has one million followers on twitter), a flash-mob dance crew shared live and Instagram Live from the red carpet featuring stars wearing the Masaba X Koovs collection, which was also instantly shoppable via Instagram - a first for Koovs that generated over 2,300 Instagram views in the first two minutes.

The complete Masaba X KOOVS line is now available exclusively on KOOVS.COM.

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