MUMBAI: Imara, the celebrity fashion line founded by Universal Sportsbiz Pvt. Ltd (USPL) with Bollywood sensation, Shraddha Kapoor has launched ‘Fashion your own world’ - its latest national brand campaign on the launch of its A/W 16 collection.

This season, Imara gives every woman the right to style her dream world. The AW 16 Imara collection emphasizes on the fact “you create your world.”

With stunning imagery that draws inspiration from nature – the visuals transport Shraddha Kapoor to the lands of oysters, butterflies and fireflies emphasising freedom.

The central theme of the campaign is to empower women that they make their own choices and should stick to it and never let anyone ever influence their life changing decisions. The campaign consists of three visual narratives. Each of these narratives depicts Shraddha in various avatars, confident and fearless. The message is for the contemporary women – to be confident, have an opinion, and to stand up for one’s own belief system.

Universal Sportsbiz CEO Anjana Reddy commented, “Imara has carved out a space for itself with breathtaking imagery that celebrates the power of women who live life on their own terms. This season, we continue Imara’s journey with Shraddha Kapoor, showing the Imara woman fashioning her own world.”

Fisheye creative director Orko Basu said, “The spirit of Imara has always manifested itself in strong women. For Autumn/Winter 2016, we decided to focus on festive, celebratory images that showcase Shraddha Kapoor using nature to bring light and joy to the world around her.”

Imara co-founder Shraddha Kapoor said, “I’m always excited to be in an Imara campaign and the latest one lives up to its own high standards, with images that are simply amazing. To all the girls out there, I have but one message: stay true to yourself, fashion your own world.”