Commenting on Volvo's foray into the fashion stream, Sudeep Narayan, Director, Marketing and PR, Volvo Auto India said: "Our brand philosophy is 'Designed Around You'. In essence, it is putting people first and building safety, quality, environment, Scandinavian design and luxury around them. 'Designed Around You' blends in with fashion in a seamless manner. So, when IMG Reliance gave us the opportunity to associate with the crème de la crème fashion platform, Lakme Fashion Week, it was a very simple decision for us to make. Fashion connotes luxury and luxury is symbolized in every Volvo. Fashion as a platform has progressed in a desired manner from our perspective and we are looking at fashion as a strategic springboard to enhance the brand's equity among the HNIs in India."

Supermodel Jesse Randhawa walked the ramp, displaying the collection which celebrates the spirit of today's woman. The ‘Blu jacket', designed by Ritu Beri, represents art, luxury and Volvo's sophistication, and was unveiled by the luxury car maker and the fashion diva herself. The jacket will adorn the winners from India who will participate at the World Final Volvo World Golf Challenge 2012.

Inspired by Volvo's philosophy 'Designed Around You', the jacket symbolizes the car makers soft and comfortable leather seats, chic attributes and simplicity. Speaking about the same, Ritu Beri said: "I chose the colour blue from the Volvo logo. And I believe blue is the coolest colour - the colour of the sky, ocean, sleep, and twilight. It is the colour of high ideals, the colour that aptly reflects the royal style of Volvo."

Elaborating on the collection and the designer's talent, 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 powerhouse 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' reflects the synergy between art and technology, a concept which is situated at the heart of Volvo's beliefs. It symbolizes luxury and royalty, a close connection with Volvo cars' royal heritage with the Swedish royal family. Beri's vibrant craftwork communicates the modern Scandinavian avatar of Volvo cars.

Describing how LFW helped leverage the brand, Narayan said: "The response we got from Lakme Fashion Week was very encouraging. For Volvo Cars, it is an ideal engagement activity with HNIs in Mumbai, but from a PR perspective, the coverage is pan-India and we are taking this forward with Ritu Beri to showcase her 'Icons of Luxury' collection at all our showrooms during the festive season. This is our first foray into fashion and we have, from a marketing standpoint, achieved quite a lot. As the Volvo Marquee makes further inroads into fashion, you will see many more initiatives pre-show, during the show, and post-show being executed."

Customers and prospects will also get to see the collection across the eight cities in which Volvo is based, and interact with the designer. In the month of August, promotional activities will be conducted across more than 40 Lakme Salons wherein lucky winners will be awarded with an evening dress by Ritu Beri.