LFW: First ever fully digital vogue weeks in India
We are going to witness the primary ever fully digital vogue weeks in India this month.The very thought of vogue week, when the event started in New Delhi with the Fashion Design Council of India (FDCI) after which title sponsor Lakmé, was to convey trade professionals in one place and gives our designers a strong, business-oriented platform to showcase their collections.
Every single particular person and repair wanted to placed on a present could be made obtainable to designers at one venue. This would moreover make it less complicated for the press to see and report on the designers’ collections. But most importantly, vogue patrons each native and worldwide would be able to place orders in the consolation of 1 venue.
Even designers who weren’t part of the present calendar would have stalls to exhibit their collections. And this was good.
Today, the vogue enterprise has fully modified, particularly and uniquely on account of social media. But the format of our vogue weeks remained pretty near the authentic till the Covid-19 pandemic struck and made it unimaginable for the FDCI or IMG-Reliance to host bodily events.
A Pankaj and Nidhi creation at Lakme Fashion Week
In response, every acquired right here up with digital strategies that consider providing additional associated firms in order that designers are able to present their collections to a world viewers.
They prepare digital showcases and showrooms to allow designers to promote on to shoppers in addition to to patrons. “When we did the first digital showroom a few months ago, it made many designers realise the importance of having their own websites,” says FDCI chairman Sunil Sethi.
In Mumbai, Head of Lifestyle Businesses at IMG-Reliance Jaspreet Chandok says that Lakmé Fashion Week (LFW) has been construct up its on-line presence and outreach for over 5 years now. “The pandemic only accelerated the process of migrating to a fully digital platform.” While the FDCI participation worth has been decreased by 50% in response to Sethi, LFW has not decreased theirs, claiming that it is going into the making and sustaining of the digital showcase and showrooms, which are actually pricey.
Think of vogue weeks
For you and me, reader, this means a model new expertise of model week. In specializing in migrating their respective reveals on-line, every the FDCI and IMG-Reliance have turned a hurdle into a risk, and developed of their roles as organisers to enterprise regulators in a method.
This first digital ‘season’ could be granted as one thing accomplished for the primary time in India tends to do throw up distinctive and fascinating learnings. Immediately, I can inform you about one doable constructive side impression: a lot much less ‘celebrity’ safety and additional consider the collections, though some designers would possibly usher in the odd Bollywood star or two. Fingers crossed they don’t. Toes moreover.
The green-screens prepare by the FDCI would possibly transport us to fantastical venues created by cutting-edge CGI, and at LFW we would possibly have “the option of choosing your own seats and views” as Chandok locations it. The FDCI has even roped in cloud administration app, Prêtture, to cope with their Digital Showroom. By bringing in specialists, every organisers have accomplished their utmost to ensure that the present does, definitely, go surfing.
Now, take this path to its logical conclusion and likewise you, like me, will end up with the an identical questions: if this works, and works successfully, can we even need vogue week? Is it now time for organisers to re-think their roles and take the subsequent step in defining the method ahead for vogue weeks and vogue retail in India, much like they did all these years in the previous? The options will depend on what’s coming, and what we be taught from it.
Digital intervention and transformation
On ground, every FDCI and IMG-Reliance offered people protected and sanitised areas the place they may produce the content material materials for his or her on-line showcases. IMG did this on the swanky St Regis in Mumbai, the place a sterilised ‘bubble’ was created, and anyone who entered it wanted to be quarantined for each week upfront. Designers themselves wanted to direct their shoots over video conferencing. FDCI’s spacious office in Delhi’s Okhla house was remodeled into an an identical studio space, with strict protocols and social distancing measures in place.
The second and additional important help every organisers have equipped are their digital retail platforms, the place designers can promote on to shoppers and work collectively with patrons and merchandisers from all all through the world. “We are not taking a cut from our designers to provide this service,” says Sethi. FDCI has promised a complete three months of this. In LFW’s case, Chandok ensures that viewers will be able to retailer the appears to be as they appear on show in precise time. “And the digital showroom will remain active even beyond the dates of the fashion week,” he gives.
IMG-Reliance’s Lakme Fashion Week is on from October 21 to 25. Details: @lakmefashionwk on Instagram
FDCI’s Lotus Make-Up India Fashion Week Spring Summer ‘21 is on from October 14 to 18. Details: @fdciofficial on Instagram.