MUMBAI: One of the most important events in the calendar of the Indian fashion industry, the fourth Lakme India Fashion Week (LIFW) will kick off in Mumbai next month. The event showcasing the work of 58 designers will take place from 18-24 July at the NCPA.
 
 

The event was conceived in 2000 by the Fashion Design Council of India (FDCI) in order to create business relationships and facilitate lines of dialogue between designers and trade buyers. As reported yesterday on indiantelevision.com, Sony will be the host broadcaster of the event for the next three years.

SET's executive VP Sunil Lulla said, "Sony has created a strong platform for made for TV events whether it is IIFA or Femina and Gladrags. We are constantly on the look out for events that are unique and marquee in nature. LIFW fits the bill. This will air as a series starting sometime towards the end of August."

As has been the case in the past IMG is handling all commercial aspects as well as management of the event. When asked why the switch was made from Star World (which had aired the event the previous couple of years) to SET IMG-TWI South Asia MD Ravi Krishnan said that in addition to being able to strike an excellent deal with the broadcaster, the Sony network offered greater depth in penetration. "We are looking at taking the aspirational positioning of the brand to a mass audience." He also pointed out that while IMG was mainly known for sports events, fashion was an extension of that. IMG works with fashion industries in LA, Britain, Sao Paulo.

LIFW 2003 is expected to have over 15,000 visitors including those from buying houses and retailers both here and abroad. In addition to seeing the latest collections from leading Indian designers attendees will see make up trends, hairstyles and accessories for the upcoming season. The event will see 35 shows, exhibition stalls, workshops and symposiums. The venue will contain the main show area, an exhibition area, seminar room, the DHL Buyer lounge, the Lakme Beauty Salon, an onsite media centre and cafe, and a section for other sponsor driven events.

While Lakme is the title sponsor Seagram, DHL and Hyundai are associate sponsors. Like SET, the last two corporates have signed on for three years. DHL in association with FDCI will organise a series of seminars on the business of fashion. They will focus on issues affecting the industry such as its future, corporatisation of fashion brands, prt retailing in the country, the role of the fashion media."

Lakme Lever business head Anil Chopra said, "This year Lakme will have Hemant Trivedi and Wendell Rodericks as its designers who will present the creative interpretations of Lakme's Summer 2003 statement. This year our Summer statement is based on water - "WaterColours". It is the most most refreshing range of water based makeup for the Indian Summer. While our statement for last year 'Think brilliance think Lakme' received a tremendous response we are confident of exceeding the expectations of consumers and the trade this year as well."

"During LIFW Lakme will also bring in internationally renowned beauty experts to organise a series of workshops at its Lakme Beauty Salon. We are also looking to take out fashion roadshows to other cities in the country once LIFW is over."

Hyundai has come on board as it sees a great deal of synergy between LIFW and the Sonata. The event showcases beauty and form like the car. The car and fashion have international appeal. Both brands appeal to the connoisseur. In addition Hutch and Orange have also partnered for the event. Hutchison Max Telecom's VP corporate marketing Harit Nagpal said," A sense of fashion is a very human quality. It defines our own image as well as the way we want to be seen by others. For us LIFW is a celebration of individuality and creativity which are values we hold dear."

Seagram is using LIFW to push its Blenders Pride. Seagram VP marketing Summet Lamba said," LIFW sits well with the communication of Blenders Pride. Fashion is contemporary, vibrant, aspiration led and compliments the perfection of Blenders Pride. Our involvement provides a pivot to our lifestyle platform for Blenders Pride. Fashion is about confident living and Blenders pride stands for this good taste and verve."