New Delhi, Jan 7 : Bollywood actresses Madhuri Dixit and Huma Qureshi Tuesday launched multi-brand store Aza's latest collection of "contemporary classic" amidst fan frenzy and chants of 'Madhuri, Madhuri' and 'Huma, Huma'.

When Madhuri is coming, roadblocks and traffic jams are inevitable.  The huge crowd of eager fans assembled outside the store in South Extension market here to get a glimpse of their favourite idol, who was invited by Alka Nishar, the name behind the designer store, to launch the line.

The excitement was so high that people started shouting 'Madhuri, Madhuri' and 'Huma, Huma'.

In a peacock shade anarkali suit, Madhuri looked as glamorous as ever, while Huma oozed sensuality in sheer black blouse and red sari draped differently.

Both personified the theme of the collection, an ode to timeless Indian wear.

"Madhuri's look and character in 'Dedh Ishqiya' is more about ethic Indian and traditional clothing.  I think Indian women today look for clothes that have some old world charm attached to it and this is what our collection is.  It has traditional motifs used beautifully in modern designs," Nishar told IANS.

The collection pays homage to traditional Indian wear that transcends time and geographies.

Some of the designs that define the collection are anarkalis and lehengas; jhoomkas and jadau jewellry sets; and clutches and vintage jootis.

The price range of the collection starts at Rs. 25,000 and goes up to lakhs.(IANS)