What to expect at FDCI x Lakme Fashion Week United and the first physical outing of this month?
What to expect at FDCI x Lakme Fashion Week United and the first physical outing of this month?
For two seasons, FDCI and Lakme Fashion Week (LFW) – India’s two largest fashion bodies – have presented a combined (physical) model of the fashion week. Next week, they team up once again for their first ever Physical Fashion Week (AW22), as coronavirus restrictions ease and India begins to get back on its feet.
no longer about parties
A decade ago, Fashion Week was considered a ‘Page 3’ event (a word, in this Instagram-story life, we’ve retired), turning its events into paper party pages. Bollywood’s major showstopper moments, boisterous wine sponsorships, larger-than-life performances by India’s bridal-wear designers, and hotel locations complemented that image. The murmurs about after-parties would resonate backstage the next day.
However, over the years, fashion weeks have grown and become democratic, as has happened in the Indian fashion industry. Incorporation of governing bodies – with corporate giants buying majority stake in Indian design houses – has changed the fashion game. The metaverse is a coming-of-age reality, and digital impressions and reach big strategy. Sustainability, financial and retail development, and storytelling are the focus.
Rahul Mishra Design for Inaugural Show | Photo Credit: FDCI x Lakme Fashion Week
FDCI President Sunil Sethi said of this third edition together, “While the bodies (FDCI and LFW) maintain their individual stature, we celebrate a Fashion Week learning from each other’s strengths and helping each other. Expect to rely on strength.” They take a cue from international fashion weeks which are presented by the same body.
Rahul Mishra went first
Fashion Week begins in Delhi on 22 March, with Rahul Mishra, India’s first couture designer to exhibit at Milan Fashion Week and a former fashion student at Istituto Marangoni in Milan, presenting his collection at the home of the Italian ambassador. “Italian Ambassador to India Vincenzo De Luca has been a strong supporter of the growing ties between the two countries. We think this partnership will open more doors for designers and knowledge exchange as well as for Indian designers in Italy,” says Jaspreet Chandok, Head, Rise Fashion & Lifestyle, organizing LFW with Lakme.
Tell x Sunit Verma | Photo Credit: FDCI x Lakme Fashion Week
many colors of cooperation
This season is all about associations for brands both young and experienced, and the calendar is filled with partnerships. There are Nexa Cars x Tarun Tahiliani, Bata x Sunit Verma, Boat x Human, and Lakme Saloon x Varun Behl. Realme and John Jacobs will partner with Shantanu and Nikhil and Shivan and Naresh respectively. Sneaker giants, Adidas Originals, Khanijo and Intra Agni will provide the sneakers for the showcase.
last day warehouse
Warehouse-style stockroom sales return to the ground as well. On the last day of Fashion Week, FDCI-affiliated designers will be invited to sell their vintage lines at around 70% mark down.
While the name and money look good, what about the unrestricted creativity and guidelines? “For a young industry like ours, a percentage of the cost written by sponsors helps subsidize costs for designers,” explains Chandok. She’s particularly excited about fiber companies offering more synergistic collaborations, helping to engage the larger fashion community with like-minded choices. This edition will see Rajesh Pratap Singh’s collection of Satya Paul using R-Elan™ fabric made from recycled PET bottles. and Tencel ™ Lux will partner with JJ Valaya for its silk option.
Made in and for India
“One of the big things to come out of the pandemic was the shift from international to domestic market,” Sethi said. With the growth in retail the market has shown tremendous growth in spending power and now Fashion Week aims to provide the first solution to the Indian buyers. fashion season.
Soham Acharya for Alpona Designs, FDCI x Pearl Academy, and realme x Shantanu and Nikhil. Photo Credit: FDCI x Lakme Fashion Week
runway after the pandemic
The Delhi venue, Major Dhyan Chand National Stadium, has an ‘atelier’ space in addition to the usual main stage area, offering customization of sets and seating arrangements.
go with technology
The two-year pandemic has raised many questions about fashion. What’s the use of trends when we’ve spent so many months in pajamas? And platforms like Instagram and Tik-Tok with styling videos and outfit ideas are still popular forms of sponsored content. Video sharing platform, Tik-Tok, is the official Cannes Film Festival partner for this season, proving how video Gen Z is the world’s best experience. FDCI x LFW also understands this and fashion week shows will also be live-streamed on OTT platforms like Voot and Jio. There are tie-ups with video app Roposo, and Ajio Lux will support designers who are ready to follow a ‘watch now, buy now’ sales model.
FDCI x Lakme Fashion Week is from 22-28 March.