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Writer: exchange4media Mumbai Bureau - Tuesday, Mar 28,2006 7:50 AM

Lakme Fashion Week attracts strong contingent of international buyers and media experts

Lakme Fashion Week will see an impressive quality contingent of buyers and media from the international fashion world to complement the significant number of domestic delegates at one of India’s premier fashion event.

Prominent buyers and media from around the world will be attending the inaugural Lakme Fashion Week (Fall/Winter) to be held in Mumbai from March 28 to April 1.

Announcing the names of the buyers and media, Ravi Krishnan, Managing Director, IMG/TWI-South Asia and Senior Vice-President, IMG, said, “This combination of domestic and international buyers and media for Lakme Fashion Week marks the beginning of our commitment in assisting participating designers in their business by giving exposure and more importantly, building relationships. We will proactively facilitate interactions between designers, and buyers and media. The IMG team, both on ground and globally, will ensure that key people across the fashion world will be exposed to Lakme Fashion Week in real time.”

Anil Chopra, Vice-President, Lakme Lever, said, “Our exciting line-up of leading designers and promising young talent will benefit tremendously from the presence of this influential group of buyers and media. This is one more of our unique initiatives to integrate Lakme Fashion Week with the global fashion world and open the doors for our participating designers to access the international markets and build on the domestic market.”

A strong media contingent consisting of senior representatives including Robb Young from the Financial Times; Kristen Ingersoll, Fashion/Entertainment Editor at Hearst Magazines International; Kim Martin, Fashion and Beauty News Editor, In Touch; Betsy Lowther from WWD; and Tom Julian from Fashion Wire Daily will cover the event.

IMG’s Media Director from New York, Zach Eichman, will be attending Lakme Fashion Week to work with both the international media attending the event and worldwide media organisations to facilitate an unprecedented quality and quantity of exposure for participating designers. Through its fashion week publications and website, ‘The Daily’ and www.fashionweekdaily.com, IMG has already begun promoting the participants of LFW and also the event. In an unprecedented initiative, ‘The Daily’ featured four special pages on Lakme Fashion Week during the Olympus Fashion Week, which ran from February 3-10. Fashion Week Daily will also be providing on going coverage about the event and the participating designers.

Buyers from the US, the UK, Australia, Hong Kong, Singapore, Dubai, Kuwait, Turkey, Saudi Arabia and other countries have confirmed their participation. The impressive line-up includes names like Saks Fifth Avenue, Browns, Tracey Ross, Lord & Taylor, CK Tang Ltd, and Harvey Nichols - Istanbul.

Terron Schaefer, Senior Vice-President/Marketing, who has 30 years of experience in international marketing and fashion, will represent Saks Fifth Avenue. Lord & Taylor, the prominent chain of 55 stores across the US and a long-time fashion leader, which houses the biggest designer names like Christian Dior, Chanel, Givenchy among others, will be represented by Lavelle Olexa, Senior Vice-President.

Over 40 key international buyers, along with nearly 150 domestic buyers, will be visiting Lakme Fashion Week. Domestic buyers participating in the mega event include prominent names like Ensemble, Kimaya, Melange, Aza, Fuel, Studio Saks, Shoppers Stop, Ebony, Amara, Oorja, Elahe, Mogra, and Raymond Be, among others. Other representatives from international fashion houses include - Moda In - Kuwait, Uttam House of Design - New York, Nihalini Brothers - Dubai, Zinia Fashion - Kuwait, Les Nomades - Geneva, Jofima Lda - Lisbon, and Chokri - Singapore.

On the global arena, 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.

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