By Natalia Ningthoujam, New Delhi, Oct 8 IANS | 11 months ago

A whopping 113 designers, more than 100 international buyers and 100 domestic ones will come together at the 22nd edition of the Wills Lifestyle India Fashion Week (WIFW) starting here Wednesday. The partner country this time is Australia.


There will be Bollywood stars too at the five-day event, an initiative of Fashion Design Council of India (FDCI). Some of the designers have invited Bollywood celebrities to walk the ramp for them but the FDCI President Sunil Sethi says that the fashion gala is purely a business show.

"There will be celebrities from films and sports worlds, but it's a business show. All invitees are coming here to see designers' clothes," Sethi told IANS.

"We will have buyers from Middle east, Japan, US, Australia and France. There will be more than 100 international buyers and over 100 domestic ones," he added.

He is also expecting few buyers from Pakistan for the spring summer edition.

"Maybe one or two buyers from Pakistan will be present. It depends on visa formalities. As of now we have few who have shown interest," he said.

In addition to works of Indian designers like Namrata Joshipura, Anupama Dayal, Nida Mahmood and Ashish N. Soni, who will present the finale Sunday, the fashionistas will see some pieces created by Australian designers.

"Our partner country is Australia this time. So, it's a collaboration between Australian designers and Indian weavers from Kumaon district. (Former Australian cricketer) Brett Lee will also be here because he has made a special range of scarves, which will be showcased," said Sethi.

Designer Rimi Nayak, a regular at Mumbai's Lakme Fashion Week, wants to concentrate on the business aspect of fashion week. So, she has booked a stall.

"I will exhibit my work through a stall instead of ramp shows. I want to target buyers and focus on business aspect. The collection is pret and ranges between Rs.5,000 and Rs.35,000," said Nayak.

She is hopeful that international buyers will like her Indo-Western collection that consists of summer tunics in draped patterns and long dresses. She will also display printed saris.

"I've used traditional hand done techniques like batik and kaatha along with other embroidery techniques to bring the typographic language alive on my pieces," said Nayak.

Designer Krishna Mehta says that sales in large quantity don't happen immediately after fashion shows, but the fashion week is a great platform for designers.

"It doesn't happen overnight. Negotiation takes place after communication. Order comes may be a month later...if you talk about big buying, fashion week is the biggest platform.

"FDCI is doing a brilliant job. It is working to bring in buyers from all over and so many designers are participating. Lot of talent is shown up there," said Mehta, who will present her spring-summer collection on the fourth day of the event.

Along with the Development Commissioner for Handlooms, Ministry of Textiles, Government of India, under their developmental and welfare programs, she will showcase vibrant aspects of the rich handloom textiles from Benaras.

(Posted on 08-10-2013)