Ridhi Mehra launches Safarnama collection with campaign featuring Shanaya Kapoor

Designer Ridhi Mehra has launched her bridal collection Safarnama with actor Shanaya Kapoor as the muse for the bridal couture campaign.

Safarnama offers a diverse range of style that include lehengas, pre draped sarees, long jackets with lehengas, short jackets with lehengas, and sarees.

The designer has created the collection using luxurious fabrics such as tissue, organza, tulle, and pure silk coupled with embroidery techniques, including applique, monotone thread work, multicolour zardozi, maori, and chunky jewelled embroidery.

Commenting on the collection, Ridhi Mehra in a statement said, “When we were planning the first bridal couture campaign, our vision was clear – to create something vibrant and resonant for the modern bride of today. We envisioned a bride who embodies boldness, carefreeness, and a spirit of experimentation while still holding onto the traditions in her own unique style.”

“As we curated this collection, Shanaya Kapoor naturally emerged as our first and foremost choice to personify the essence of the campaign. This campaign is not just a showcase of bridal couture; it’s a celebration of memories, journeys, and the beautiful fusion of the past with the present,” Mehra added.

Ridhi Mehra founded her eponymous brand in December 2012 in New Delhi inspired by vintage and European aesthetics. The brand retails from its New Delhi flagship store, dedicated e-commerce store, and select multi-brand retailers.