‘Rheson’ to Camp in a Mall: The Launch of Sonam and Rhea Kapoor’s High Street Fashion Brand

Marketing | May 23, 2017 | News

Rheson Toast Events Inorbit Mall Sonam Kapoor

Sonam Kapoor is unquestionably India’s quintessential style icon. However, her uber chic appearances have been orchestrated and curated by a dedicated team of experts helmed by sister Rhea Kapoor. The fashion journey of the Kapoor sisters is globally discussed, locally inspired and homegrown in the truest sense.  Therefore, it comes as no surprise that the sisters have decided to build a homegrown high street fashion brand that embodies their style sensibilities. Aptly named after the stylish duo, ‘Rheson’.

Bringing the brand to the consumers, Toast Events was presented the mandate to conceptualise and execute the launch events which included the instore launch at Inorbit Mall, Malad, Mumbai on May 12 as well as the press conference at JW Marriott, Mumbai on May 17.

‘Rheson,’ is a combination of Rhea and Sonam Kapoor’s names, phonetically pronounced reason, which is now exclusively available across Shoppers Stop stores in the country as well as on www.shoppersstop.com and the Shoppers Stop mobile app. Therefore, the launch had to be a synergy of the creativity and the ideology of Rhe-Son and Shoppers Stop.

Launching the brand unlike any other brand ever launched in India, Toast conceptualised a campaign where fans and consumers could experience the brand in full format. For the first time in the history of a brand launch, Toast Events curated the concept of girls camping for 24 hours at the atrium, to be amongst the first to shop garments from RHESON. Creating a campsite in the mall, complete with tents, sleeping bags and all other amenities, Toast organised fun activities through the day and night were to keep momentum and build excitement amongst the girls participating in the camp-in. The girls were entertained as they sang, played music, games and exchanged horror camping stories.

Select 80 girls also got the first hand on all the collection and a chance to be personally styled by Sonam & Rhea Kapoor personally. 

The brand being inspired by the 90’s, the garments were sent with a big jar of candies filled with Phantom cigarettes, mango bites, lollipops, melody, coffee bite, fatafat, etc.

Leading to the launch, Rhea and Sonam, personally sent garments to friends in the industry and other influencers. The garments were handpicked to suit each individual’s personality and fashion sense, and were appreciated as celebrities posted their gifts on social media and some were even snapped wearing RHESON at leading events in the city.

For the press conference, the event experience was completely different, where Rhe-Son exchanged stories of their childhood with the media, talking about their inspiration for the brand and the collections. Giving media an opportunity to experience, Toast events created an entire closet displaying all the collections available in store and those that will be available in store shortly – 90’s, Mogra, Emoji and Mithai.

Commenting on the events, Nilesh Gurav, Director, Toast Events said, “Working with people who have a fantastic creative edge pushes you to also break out and push yourself to do different, better and more. We’ve worked with Sonam and Rhea through the years and every event teaches us more. But what makes it even better is the trust, as they ride along with full gusto, doing different out of the box things each time”

Priya Dugad, Client Servicing Lead, Toast Events added, “The events were a great experience for the team and me, every aspect of the store launch to the press conference were done in an unconventional format. Meticulous planning and attention to detail enable us to execute the event smoothly.”

Managed by Toast Events, the camping event took place at Inorbit Mall, Malad, Mumbai on May 12.

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