FRESH NEW LOOK!
Amazon Fashion’s campaign takes centre stage at AIFW’s Grand Finale, held in the Capital on Saturday evening
The AW’17 edition of the Amazon India Fashion Week (AIFW) concluded on March 18 with designers Tarun Tahiliani and Amit Aggarwal presenting a special rendition capturing Amazon Fashion’s campaign — Fresh New Look. This interpretation by the two designers was presented at the Grand Finale on over 80 models in a stunning showcase.
Commenting on the theme, Arun Sirdeshmukh, head, Amazon Fashion said, “The current Amazon Fashion campaign encapsulates the young generation’s philosophy of adopting a fresh approach to an everyday situation. It is reflective of their fashion choices as well, where they lookout for new collection of their favourite brands. Amazon Fashion has become our customers’ favourite destination to discover and buy a wide range of top fashion brands as we continuously refresh our collection to bring fresh, trendy and chic fashion to their doorsteps. And, we are delighted to have presented a platform for the designers to put forth a language of fashion that is synonymous with today’s generation at the country’s biggest fashion confluence”.
Bringing in fresh perspective to the fashion world through the Finale, Tarun Tahiliani put together contemporary Indian wear that’s ready-to-wear and more relatable. While Amit Aggarwal used Patan Patola and Banarasi brocade saris as textiles in his traditional collection. At AIFW, Amazon Fashion also introduced Satya Paul’s first pret label, Club SP, exclusively on its platform. Strengthening the selection of top fashion brands, the fashion store also recently introduced many iconic brands such as M&S, CONFLUENCE by Swarovski, Michael Kors, Under Armour – a global performance brand, and more.
For the Grand Finale, designer Tarun Tahiliani, the ‘Guru’, presented a collaborative collection with ‘Shishya’, Amit Aggarwal. The collections looked to the future for inspiration. From Tahiliani’s creations, one could choose from elaborate yet understated embroidery or go for cocktail-perfect graphic-printed separates. On the other hand, Amit Aggarwal’s structured mastery gave a vote to sustainable fashion as he re-stored Patola saris, lush brocades and played with three-dimensional details. Dedicated to a bride or to an ethnicwear aficionado — it’s clear the future of fall is made of metallics, bold prints and handcrafted weaves.