INDIA'S FIRST-EVER DIGITAL FASHION WEEK ANNOUNCED
Dates to be finalised n consultation with designers
The Fashion Design Council of India (FDCI) is ushering in a new era of digital showcase and rewiring the fashion system, as it announced India’s first ever digital fashion week. The announcement teaser went viral on Instagram, garnering more than a lakh views.
Sunil Sethi, FDCI chairman, shares, “The reset button has been pressed as we’ve got to move with the times... It’s a fact there’s uncertainty in the market because of Covid-19 and we don’t know when the curve will be flattened. The business of fashion must go on and hence the show must go on. In fact, we started digital showcase with Pero by Aneeth Arora, which was streamed live from her showroom at the fashion week, a few years ago. At FDCI, we are ready to invest in technology to come up with something avant-garde and exceptional.”
However, the dates of the digital fashion week have not been announced. “We can’t afford to miss Spring-Summer ’21 which takes place in October. Keeping in mind that the entire world seems to have adopted a wait-and-watch strategy, we haven’t announced the exact dates. Those will be announced in consultation with designers for couture week. August seems to be the preferred month for most,” he informs.
Asked if it’ll be a physical show or a combination of both, the neo-real or digi-reality, he says, “Even if we go physical there, we will work on themes which could be on the lines of a virtual runway or a physi-tal (physical-digital) showcase. Given the overwhelming response to the announcement, we feel we are on the right track. We are sure we’ll be emulated by other platforms in India and worldwide. This is also our attempt to support our talent industry which includes models, makeup and hair artists, as everyone is feeling the pinch right now,” he adds.
Designer Manish Malhotra shares, “I’ve been one of the first designers to put my work on social media and digital is definitely the future. I applaud FDCI’s efforts to come up with something so progressive.” Designer Suneet Varma, who plans to showcase
around 35 pieces, says, “A digital show presented with an of-themoment technology will reach a much wider audience.”
Designer Rahul Mishra, who plans to participate in the digital show, observes that with this first-of-its-kind property, designers will take the art of storytelling to the next level. “It’s not about posting images as we are looking at creating a new language and an immersive experience,” he says.
Given the present scenario, Sethi feels it’s time to act fast and come up with a strategy. “The pandemic has put us in such a predicament now that we can’t organise a physical fashion week like we used to. And it might sound clichéd, but the show must go on. You may call it a show, but for us, it is a way of life where we not only showcase a collection by means of a fashion week, we create a platform where domestic and international buyers place orders. We understand Indian designers have the capability to go digital. Everything will be done with all necessary precautions advised by the government,” he asserts.
Varma feels it could be a real win-win for everyone, as it will “democratise fashion and reach out to more aspirational buyers.”
Designers are happy with the initiative, but some want more time to prepare. And Malhotra is one of them. He says since Mumbai is still under lockdown, he needs more time to come up with something spectacular. “I feel right now, fashion needs to be slow and responsible. I have been requesting them not to have it so soon, and perhaps do it at the end of August or September.”
Sethi says a letter was sent out to all couture designers, a majority of whom preferred a later date. “Some requested for June and July, others for August or the beginning of September,” he reveals.
However, a lot of pre and post-production is entailed, as FDCI attempts to create an ecosystem that transforms how fashion is perceived and consumed. “The big-bang announcement is that we are going digital for sure and our format is not restricted to one fashion week. With FDCI insights, which we started during the lockdown, we’ve tasted incredible digital success in terms of reach and we will continue with it. Once the pandemic subsides, Lotus Makeup India Fashion week will take place in partnership with Ebixcash,” says an optimistic Sethi.