In picture: Soha Ali Khan
Satya Paul is all about ingenuity and a vivid colour palette - something that is right down 24-year-old Masaba Gupta's road.
And though she has just three years in the industry - and seven fashion week collections under her belt - Masaba is now the fashion director for the brand.
"We are very pleased to have Masaba on board as it's a perfect marriage of a legendary brand with a future-forward design sensibility that she brings to the table," said Sanjay Kapoor, MD, Genesis Colors.
As for Masaba, taking on such a huge responsibility is not any cause for concern. "I've grown up watching my mother and her friends look at Satya Paul saris as an asset. People would save money and go buy a Satya Paul sari," said Masaba.
"So when the opportunity was offered to me, I immediately said yes."
The young designer hopes to bring to the brand "a lyrical and youthful image" while keeping the "aesthetic and soul of Satya Paul intact".
And to celebrate her new post, many of tinseltown's A-listers - from Huma Qureshi and Alia Bhatt to Soha Ali Khan and Tisca Chopra - turned up in their best Satya Paul outfits.