Fashion’s virtual trajectory
The TV industry has incurred a huge loss and I would want the government to help by giving subsidies. There is a necessity to include Covid-19 in the existing insurance. We’ll have to shoot with smaller units and have a doctor on set. We would also need an entire sanitisation process in place.
Given the present scenario, Sunil 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. “Fashion needs to be slow and responsible right now. I have been requesting them to have 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
We’re supposed to work for a 12-hour shift but we end up shooting for 18 hours at a stretch. If you are tired, your immunity is going to go down and that is going to affect your system. 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.