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We particuarly love her cool embroidered leather jacket from the Alice Olivia X Basquiat collaboration, recently spotted on Nina Agdal too.The traditional leather biker jacket has been made fresh for the season with this arty make-over consisting of doodle like drawings and etchings.Soon Virat Kohli (Wrogn), MS Dhoni (Seven), Sonam Kapoor (Rheson alongwith sister Rhea Kapoor) and most recently Anushka Sharma (Nush) followed.And there is cricketer K L Rahul who recently announced his label. One reason is the booming fashion market in the country.This influence is expected to multiply nearly four times to reach billion by 2020, a number that will constitute 60-70 per cent of the total branded apparel market.Digital influence refers to buyers who use the Internet in their purchase process, irrespective of whether they buy online or not.

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In this case, the celebrity works as a brand endorser (in addition to being the owner or promoter),” says Amrish Kumar, CEO, the Ritu Kumar company which houses fashion brands created by designer Ritu Kumar.The other reason is the rising influence of digital over fashion purchases.A report by the Boston Consulting Group (BCG) and Facebook titled ‘Fashion Forward 2020’ said that out of the billion Indian fashion market today, about -9 billion is already digitally influenced.Indranil das Blah, COO and partner at CAA KWAN says, “The clothing/fashion brand and celebrity need to be in sync.” The involvement is more, way more than that between an endorser and brand, he points out.“The very premise of taking ownership is to make it an extension of the celebrity's own brand.

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