ITC launches Miss Players fashion brand

Apparel major ITC Lifestyle Retailing Wednesday launched its Miss Players line of trendy fashion wear targeting "the vivacious young woman between 18-25 years".

Miss Players offers "a vibrant wardrobe of cool casual-wear, exciting party-wear and chic work-wear" in the Rs.495 to Rs.995 price brand, the company said in a statement.

"Miss Players is positioned as a trendy, fashion brand for the young woman to make a lively and playful style statement. This platform of 'style with a playful side' is also reflected in the tagline for the brand - 'Play it Cool'," the statement added.

Well-known film actor Amrita Rao, "with her vibrant and youthful personality", will be the face of the brand, "stylishly bringing alive the spirit of fun and playfulness", the company said.

The range spans across trendy tops, funky denims, smart trousers and stylish dresses along with a whole range of cool fashion accessories and has been designed keeping in mind the tastes of the female youth of the country.

The spring-summer 2007 collection has a wide range of casual-wear with colourful tees in catchy prints & motifs, smart capris and dungarees for the relaxed look.

The party-wear collection features fitted tops in daring prints and detailed embroidery, while the work-wear collection includes banker shirts and flattering trousers.

Miss Players is currently available at select exclusive stores and at leading John Players stores in key cities. The availability of the brand will be enhanced to reach exclusive stores and multi-brand outlets in malls and high-street locations in key consumption centres of the country.