Today, movie stars have moved on from endorsing clothes brands to getting seriously involved with fashion wear. The signature line of clothing is inspired, crafted and fine-tuned by film stars themselves. With Jennifer Lopez, Eminem, Sarah Jessica Parker, Britney Spears and other Hollywood celebrities having their own lines, Bollywood stars are also moving in the same direction. After the success of 'Jab We Met' and the dressing style in the film, the diva of Bollywood Kareena Kapoor is all set to design her own clothing line for a retail brand that she has been endorsing.

It's quite sure that after the rage for Kareena's styling in her films, now it's the turn of her self designed clothes to become a trendsetter amongst the youngsters.

While clothes worn by the film stars have always been a rage with the masses, of late these have become much more popular, say fashion experts. Every film is a brand in itself and with every new movie there is a fresh new brand of fashion and lifestyle products. Rather than introducing new designs on ramp, introducing them through films is commercially the hottest new trend in the world of fashion.

Revenue from brand placement in films and merchandising has become important, resulting into increased synergy between films stars and fashion. John Abraham and Hrithik Roshan are already leading the pack in bringing out signature fashion collections. While Hrithik is working very closely with ITC, John has tied-up with Wrangler and is also having his own clothing line.

ITC's Atul Chand in an interview said that Hrithik's involvement with ITC's John Player for brand endorsement has become a personal concern to bring alive the brand and establish a style statement for the star for a specific character.

John's association with his own line is to the extent of each piece of his collection having small notes sticking out from the inside pockets containing his comments on the design, style and how he came up with the look.

Apart from the above two Bollywood buddies, handsome Fardeen Khan, after severing ties as brand ambassador for clothes brand Provogue, is ready to launch his own clothing line.

Today fashion and showbiz definitely go hand-in-hand. In recent past, Farhan Akhtar had a tie-up with international men's clothes brand Louis Philippe for his remake movie 'Don'. We also witness how Reebok worked closely for UTV's film 'Goal' with film's costume designer to create outfits for the cast.

Quite recently, Reebok has also signed on the fittest Bollywood star sultry Bipasha Basu as the new face for the brand. Drawing inspiration from her fitness and glamour quotient, Reebok aims to create a perfect blend of performance and lifestyle in the women's segment.

The linkage between film stars and fashion goes few years back when 'Veer Zaara suits', 'Bunty aur Babli dresses', 'Parineeta blouses' and 'Hum Tum saris' were immensely popular among the fashion lovers. Thus, Bollywood is the largest fashion guider because a large number of people is influenced by Bollywood trends – clothes, footwear, jewelry, etc.

According to a recent study by a fashion trade magazine, Bollywood can be a catalyst for booming Indian retail trade sector and push merchandise worth over billions of dollars in the coming times.