Be fashion ready: Now, instantly buy what you see on the runway
Here’s great news for lovers of fashion. In a unique initiative, the AIFW (Amazon India Fashion Week) finale collections have been made available for immediate purchase at the recently launched The Designer Boutique at Amazon.in with a See Now Buy Now initiative.
Defying the traditional runway standards by being shoppable, Amazon Fashion collaborated with its finale designers to showcase exclusive See Now Buy Now Prêt collections.
Designers Pankaj & Nidhi, Ashish N Soni, Krishna Mehta, Rina Dhaka and Rohit Gandhi & Rahul Khanna opened the finale with five capsule lines, including six statement pieces each.
The collection offers evening wear, handcrafted in crisp silhouettes by Pankaj & Nidhi; smart formals in textured jacquards developed in knit fabrics by Ashish N Soni; and occasion wear collaged from block-printed, tie-dyed and embroidered fabric by Krishna Mehta; everyday wear in fluid silhouettes by Rina Dhaka; and wardrobe essentials in symmetrical drapes by Rohit Gandhi & Rahul Khanna.
“This is an extremely special season for us, as we make, for the first time ever, aspirational fashion from the runway of AIFW immediately accessible exclusively at Amazon.in. We are really excited to break the barriers of time and reach this festive season as we democratise designer wear in India,” said Arun Sirdeshmukh, business head, Amazon Fashion.
The Designer Boutique at Amazon.in is uniquely positioned to offer affordability and accessibility with an eclectic mix of over 50 designers, including Manish Arora, Malini Ramani, Rohit Bal, AM:PM, to name a few, and upcoming talent like Blueprint, Poem, Crave, Presa Shoes, among others. Starting at `1,500, the boutique has more than 12,000 products across apparels, accessories and footwear.
“I’m delighted to be part of The Designer Boutique at Amazon.in, as it spreads our brand to locations beyond our physical reach. There can’t be a better platform to go online than Amazon,” said designer Ashish N Soni. The finale was rounded off with a festive display titled Garden Of Eden by celebrated couturier Suneet Varma, who marked his 30 years in the fashion industry with a line of 35 limited edition ensembles.