Lakme Fashion Week boasts of Japanese designers, digital outreach

Mumbai: Lakme Fashion Week (LFW) gets bigger this time, with eight Japanese names among the 78 designers. The mega fashion event is aiming at better global business and digital outreach as it kicks off Friday.

The LFW Summer/Resort collections, a grand show of creativity, style and art, has 16 sponsors. This edition also boasts of LFW TV that will bring glimpses of action in the lounge, after-hours parties, designer and model stories and newsmakers straight from the runway. LFW has launched digital outreach for global recognition, an online live streaming channel on its official website www.lakmefashionweek.co.in. "The digital medium is something that LFW has been exploring and actively developing as an interactive channel to reach consumers worldwide and engage all our stakeholders. The launch of LFW TV marks a turning point for Lakme Fashion Week in keeping with the rapidly changing times," said Anil Chopra, CEO, Lakme Lever. "We are in an era of convergence of talent, trends and time. As a platform for business and promoting Indian designers, LFW constantly innovates and introduces newer concepts and best practices of the industry to drive commerce." This comes after LFW`s tie-up with e-commerce portal Fashion and You last season, a collaboration that was first amongst any fashion weeks in Asia. Another highlight of LFW is that it has collaborated with the Ministry of Economy, Trade and Industry (METI), Japan as their cross-cultural exchange initiative Tokyoeye and audiences will get to see some top Japanese talents. As per the tie-up, eight Japanese designers will participate in LFW, of which three renowned names - Tamae Hirokawa, Motonari Ono and Sara Arai - will showcase their collections at a show March 11, 2011. "LFW is the only major Indian platform that is open to cross-border designer participation as this provides greater exposure to international buyers and the media for all LFW designers," said Ravi Krishnan, managing director, IMG South Asia and senior vice president-IMG. "Tokyoeye`s participation at LFW further illustrates the value this event creates for all stakeholders, and also positions India on the main stage of the global fashion market through LFW," said Krishnan. This season will celebrate the return of Anamika Khanna on the LFW runway after three seasons. Other renowned designers like Anita Dongre, Anand Kabra, Anupama Dayal, Little Shilpa, Manish Malhotra, Pria Kataria Puri, Rocky S, Raakesh Agarvwal, Satya Paul, Shantanu Nikhil and Sabyasachi Mukherjee are geared up to set the ramp on fire with their creative extravaganza. The mantle of the grand finale is on designer duo Gauri and Nainika. IANS