Deepika Padukone launches 'All About You' brand on Myntra app

NEW DELHI: Bollywood actor Deepika Padukone has launched her own fashion private label brand called "All About You" on fashion app Myntra.

The brand, which has been designed in collaboration with French design agency Carlin and Myntra’s in-house design team, expects to hit $100 million in gross merchandise value over the next two years. Royalties (profit share) and intellectual property for the brand will be co-owned by Myntra and Padukone, company officials told ET at an event in the capital.

The collection embraces special fabrics such as hammered satin, viscose & jacquards, lurex knits, blended knits, woollens and premium denims and is priced from Rs. 1500 onwards, the company said in a statement. Over the last one year, Myntra is aggressively pushing sales of its private label to differentiate itself from the competition as well as reach the profitability goal faster. The company, which is a part of ecommerce player Flipkart, is banking on its high margin private label categories to push it towards being profitable in the next 18 months.