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Wills Lifestyle India Fashion Week kicks off from today; largest number of buyer participation seen

Wills Lifestyle India Fashion Week kicks off from today; largest number of buyer participation seen

Author | Sumita Patra & Pallavi Goorha | Wednesday, Apr 05,2006 12:44 PM

Wills Lifestyle India Fashion Week kicks off from today; largest number of buyer participation seen

India seems to be on a fashion overdrive. After the recently concluded Lakme India Fashion Week in Mumbai, it is now Delhi’s turn to play host to the fasion fraternity in the form of Wills Lifestyle India Fashion Week, which kicks off on April 5 and will continue till April 9.

Organised by the Fashion Design Council of India (FDCI), the event, which has got Wills Lifestyle as the title sponsor, will see the participation of 80 designers from across the country. One of the premier fashion trade events of India will also see the participation of over 70 international buyers from more than 12 countries as well as 90 domestic buyers.

Rathi Vinay Jha, Director, General, FDCI, who was quite reserved while making a speech, focused on the preparations and said, “I am happily stressed out and have no tensions.”

While in an official communiqué, Jha stated, “Wills Lifestyle India Fashion Week will provide a platform to facilitate the development of trade opportunities for both buyers and designers, thus promoting Indian fashion in its entirety. Our primary objective is to promote the Business of Fashion. We are presenting designers who are not only established, but have back-end production facilities to ensure consistency in quality and delivery schedules to carry business forward.”

FDCI has tied up with ITC and Percept D’ Mark as event managers. In order to ensure that the Fashion Week is at par with international shows, PDM has engaged the services of a UK-based company, S2, founded by Wolter Dammers. PDM has got the contract to work with FDCI for the next three years.

Preeta Singh, PDM CEO, said, “This is the first time that we are handling the India Fashion Week. It’s important to remember that we are going to change the way the Fashion Week was handled earlier. It is our collective endeavor to take India Fashion Week as close to the international format.”

exchange4media caught up with Singh and discussed some broader issues. Elucidating the reason for associating with such an event, Singh said, “It is the only fashion format in the country that has launched talent and gone international.”

PDM took three months for preparing for the Wills Lifestyle India Fashion Week. “It required huge amount of planning. It’s like doing 40 fashion shows. Wills Lifestyle India Fashion Week is a B2B platform. The main thing is to get the commerce going. We have to manage the buyers, designers and the logistics,” Singh further said.

For Singh the biggest challenge confronting the Indian fashion industry is the infrastructure problem. She was, however, quite optimistic when queried about the expectations from the event. She said, “We are getting very good buyer response. We are having a very good economic environment so buyers will be much bullish.”

On the Indian fashion industry per se, Singh said, “Big Indian fashion labels are already going global. You will see a dramatic change in the next 5-10 years.”

Giving his views on the challenges faced while executing the project, Wolter Dammers, Designer-Producer, S2, who has come to India for the first time, said, “Understanding the Indian culture was difficult. As long as we are working with PDM as consultants we are in safe hands.”

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