New Delhi, Oct 10 (IANS) First they set fashion trends with their on-screen and red carpet wardrobes. Now actresses like Kareena Kapoor, Lara Dutta, Malaika Arora Khan and Deepika Padukone are taking their creative instincts a step further by creating apparel lines for mass brands, which in turn are minting good business.

Several labels are thus trying to cash in on not just their style sense but also their popularity and reach. That apart, these associations are getting Indian silver screen personalities to explore their distinct yet creative side by turning designers, says Heena Malhotra, head of design and distribution at Chhabra 555, for which Lara designed a sari line titled Lara Dutta Chhabra 555.

“The film personalities are well-groomed and they constantly work on their personality to make it better. If they can do it for themselves, they can do it for anyone. We associated with Lara as we have immense faith on her being a stylish person who can transcend a follower’s fashion sense to a whole new level,” Malhotra told IANS.

It is vital for brands to zero in on an actor whose image is in total sync with the brand’s aesthetics.

“For our brand, we wanted to associate with someone who represents contemporary women and Lara does it best as she is someone with whom our customers can relate to. Her designing stint is a beautiful outcome of her modeling, acting and entrepreneurship experience and has brought forward an eclectic mix of fashion and functionality,” Malhotra justified.

In recent times, several on-screen scorchers have hogged limelight for exercising their creative juices to create fashion lines.

Bollywood’s very fashionable Kareena is said to have been approached to design a signature denim line called ‘Bebo’, which is actually her nickname, and in the meantime, Deepika unveiled a limited edition collection designed by her for lifestyle brand Van Heusen.

Malaika, known for her glamorous and sensuous style was announced as the creative director of The Closet Label, an online fashion portal that offers outfits personally designed by her.

While designing, these actors make something for everyone.

As Deepika put it on Twitter – her designs are a “little something for all my girlfriends”, and she went out of her way to create it by involving herself in the research work at Milan’s creative art university Academia Di Brera.

There’s also Mandira Bedi, the lady famous for her noodle-strapped blouses and sassy saris! She launched a range of saris for the modern Indian woman and her designs are already sold out.

“Out of 160 saris, 90 were sold in Mumbai and 70 in Singapore,” Mandira told IANS.

“I still find it hard to believe that people are paying money for something I have designed. The response has been brilliant,” she said.

The actress, currently seen in a fresh avatar on TV show “24”, finds no harm in actors trying different pursuits “if you have a creative mind and if something that you are producing is being appreciated by people.”