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Wills Lifestyle India Fashion Week aims to usher in some much needed changes

Wills Lifestyle India Fashion Week aims to usher in some much needed changes

Author | Jayashree Maji | Wednesday, Apr 05,2006 12:37 PM

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Wills Lifestyle India Fashion Week aims to usher in some much needed changes

“Enjoy the change,” said Y C Deveshwar, Chairman, ITC Ltd. This statement was reiterated by Union Minister for Commerce and Industry Kamal Nath while inaugurating the Wills Lifestyle India Fashion Week on April 5 in the presence of the who’s who of India’s fashion fraternity. In fact, the inauguration of the Fashion Week by a Cabinet minister is itself a change in a big way.

“Let’s not use the term designers for the fashion creators, but call them ‘fashion technicians’,” said Nath at his inaugural speech. “Designing is all about the fusion of art and craft. They not only for create fashion for the high-end users, but they create employment, create economy,” he added.

He further said, “The world recognises the economic growth in India. Let it recognise the intellect Indians. This of course is a best chance and best platform for the newcomers but at the same time it gives the Indian consumers a wide range of choice. Each year almost 25 million Indians come to the level of middle class.”

Even though, Nath coined a new term for the designers and was elated at his brainchild – Fashion Design Council of India (FDCI) – coming out with flying colours, one thing he is sure about is that there should be no government intervention in this sector. He maintained, “We must leave the designers and their creativity alone to unleash themselves. The government should only provide them the infrastructure.”

Nath also took pride in the fact that the FDCI, the apex industry body in the field of fashion design in India was a concept mooted by him many years back when he was a textile minister. The non-profit body came into being in December 1998, when the top notch professionals in the fashion industry came together. This was formed to facilitate broader acceptance of Indian fashion domain in the global marketplace.

Speaking at the inauguration, the Divisional CEO of Wills Lifestyle, Chitranjan Dar, said, “The main reason of our association was primarily because Wills is a premium lifestyle brand and we wanted to leverage this opportunity to brand ourselves. We are organising several events both in Delhi and outside Delhi even after the fashion week to leave a long term impact on the consumers’ mind.”

“Moreover, we have tied up with designers like Rohit Gandhi, Rahul Khanna and Monisha Jaisingh to bring out a new high end fashion range that will be taken forward by us,” he added.

Wills Lifestyle India Fashion Week was different from earlier fashion weeks in Several ways, according to Preeta Singh, CEO, Percept D’Mark, the company that has taken care of the nitty gritties of the event. When on one side, PDM brought together brands like Wills, the principal sponsor and Kingfisher as the associate sponsor, they have also brought on the board international consultants and are also providing bigger and better green rooms for the models to name a few.

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