A new title sponsor, over 100 established and rising designers, a fashion label from Bollywood actress Shraddha Kapoor and promotion of Khadi as its main theme, the 25th edition Amazon India Fashion Week (AIFW) will see glamour at its best when it kicks off here on Wednesday.
The five-day autumn-winter edition of the fashion week will be held at Pragati Maidan, where some of well-known names like Abraham and Thakore, J.J. Valaya, Namrata Joshipura, Rina Dhaka, Malini Ramani, and Pankaj and Nidhi will present the trend for the upcoming season through their catwalk presentations.
In addition, the event will also feature stalls from popular designer labels including Rohit Bal, Ranna Gill, Tarun Tahiliani, Gauri and Nainika, Indian by Manish Arora, Payal Pratap and Geisha Designs (by Paras and Shalini).
"Amazon's coming on board would give a much-needed shot in the arm to the industry; this association is bound to further expose designers and craftsmen to the strengths and realities of doing business in the digital world," FDCI President Sunil Sethi, said in a statement.
Apart from the established names, there will also be a focus on promoting Khadi through a special installation where 63 designers in collaboration with FDCI and a fashion magazine will present their interpretation of an ensemble made from this traditional handloom fabric.
While Rajesh Pratap Singh, who is known for his textiles and minimalism, will open the fashion event, there will also be a press briefing with "Ek Villain" actress Shraddha Kapoor, who will embark on her fashion journey by showcasing her 'Inara' label on the opening day.
The stage for the final day has also been set to make it grander than grand. For the first time, 25 designers will be collaborating to showcase their individual interpretations of the theme 'Crafts of India'. The theme aims to bring to the limelight the breadth-taking richness and heritage of Indian craft.
Among the 25 designers who will showcase their creativity at the finale are Abraham and Thakore, Amit Agarwal, Anamika Khanna, Aneeth Arora, Anju Modi, Ashish Soni, Gaurav Gupta, J.J. Valaya, Manish Arora, Manish Malhotra and Wendell Rodricks, amongst others.
Each of the 25 designers will present two ensembles inspired by the rich crafts of India in tones of red, orange and pink and highlight them in a unique collective manner.
Vikas Purohit, head of fashion at Amazon India, said: "When 25 of India's most talented and creative minds collaborate together towards a single purpose, it can only result in something spectacularly innovative and creative - a true homage to Indian craftsmanship and a befitting culmination to the Amazon India Fashion Week."
Sethi also believed that getting 25 designers on the same stage is the best way to celebrate the "momentous occasion".
"This is a great concept... and the resulting execution of the idea will present a unique experience that will set new benchmarks for such events in the future," Sethi said.
With the new alliance, the virtual aspect of the fashion gala has also strengthened.
While the finale will be streamed live on the AIFW page, giving an opportunity to consumers and fashion enthusiasts across India to watch the show and participate in the celebrations, the digital platform will also host several Google hangouts during the event with various panelists from the fashion fraternity including designers, fashion experts, celebrities and models.
Shraddha will participate in the first Google hangout and discuss about fashion in the digital age.