After parting ways with FDCI over Indian Fashion Week, Lakme and IMG have announced the launch of Lakme Fashion Week – a five-day extravaganza that will debut in March 2006 in Mumbai. Lakme, along with IMG, will create a new event that integrates India into the international fashion community.
“Lakme has displayed a long standing and deep-rooted commitment towards development of the beauty and fashion industry in India,” said Anil Chopra, Vice-President, Lakme Lever. “Through our previous association with other fashion events, seminars, workshops and consumer connect programmes we have helped Indian designers reach a new level in their domestic and international brand awareness. We see our new initiative, Lakme Fashion Week, as the next step in the growth of the fashion industry here and overseas.”
The inaugural Lakme Fashion Week will be held from March 28, 2006 to April 1, 2006 at the National Centre for Performing Arts (NCPA) in Mumbai. The event proposes to have 20 fashion shows spread over five days. The participating designers will showcase their Prêt (ready-to-wear) and Diffusion lines.
Lakme Fashion Week will include shows by these designers as well as exhibition stalls, business seminars and workshops. Fashion designers will be invited to showcase their collections at the Lakme Fashion Week before national and international buyers and media, which will include four representatives each from the US, European and Asia Pacific markets.
The designers eligible to apply for participation in Lakme Fashion Week are those who have showcased their collections at Lakme India Fashion Week at least three times. In addition, there will be two other categories for emerging designers and special invitees.
Chopra further said, “We are proud to present the Lakme Fashion Week to the designer fraternity. The event will be a platform that will not only showcase Indian talent before an international audience but also an opportunity to globalize Indian fashion. Both IMG and Lakme have created history and set up milestones in formalizing the business of fashion. With our knowledge and experience we are positive that this event will be a landmark in the same direction.”
Fern Mallis, Executive Director, 7th on Sixth and Vice-President, IMG, said, “I have been associated with the Indian fashion industry for the last five years and have truly seen it evolve and have personally worked with the Indian Designers, facilitating their participation in events like the Olympus Fashion Week in New York, Fashion Coterie and others. Future involvement of selected Lakme Fashion Week participants at international locations such as New York and Los Angeles will provide an unprecedented presence of Indian designers in the global market.”
Ravi Krishnan, Managing Director, IMG/TWI-South Asia and Senior Vice-President, IMG, added, “IMG has played a key role in the development of the Indian fashion design industry and Lakme Fashion Week is an extension of this involvement. We are committed to help take Lakme Fashion Week participants to greater heights through close partnership with our fashion divisions worldwide.”
Participation in Lakme Fashion Week will qualify up to three participating designers for possible participation in each of the following IMG international fashion events - Olympus Fashion Week in New York, Mercedes-Benz Fashion Week at Smashbox Studios in Los Angeles, Mercedes-Benz Australian Fashion Week and the Singapore Fashion Festival.
IMG will also be working closely with fashion events in Europe to develop benefits for participants of Lakme Fashion Week. The selection of designers who will be participating in these international events will be made by IMG’s team of global fashion experts along with Lakme.
Krishnan continued, “Not only does our participation in this new event guarantee that designers are afforded the first class production capabilities they are accustomed to but IMG’s collection of internationally recognized fashion events will be used to ensure that Lakme Fashion Week participants are provided with enormous opportunities at home and abroad. Further, our relationships with top level domestic and international buyers and media will help achieve the aim of putting India firmly on the global fashion map.”
IMG’s ever growing list of events and opportunities also means that Lakme Fashion Week participants will have access to international media resources, including the world’s top fashion publications and television shows to industry media-focused campaigns promoting the event.
Additionally, they will also benefit from VIP attendance by internationally recognized editors, buyers and retailers. This further means that Lakme Fashion Week participating designers are integrating into a number of new initiatives being created by IMG worldwide, including new media platforms such as the internet, mobile phones, and broadband.
As an annual event, Lakme Fashion Week will become a long-term partner for Indian designers to help them grow their domestic and global business, thereby making them internationally recognised ambassadors of Indian fashion.