The thing about Wills India Fashion Week…

Updated: Oct 19, 2010, 14:24 PM IST

Bikas Bhagat

Wills Lifestyle India Fashion Week is by far the biggest fashion event on the face of continent Asia. With an objective of dressing up a modern democracy, the Wills India Fashion Week Spring/Summer 2011 is going to be held in New Delhi from October 23 to 28 at Pragati Maidan.

Officially governed and managed by a national body for fashion industry – Fashion Design Council of India (FDCI) - WIFW has successfully overturned the logic of conventional apparel production and helped the specialists of the industry look at fashion as a usage that is based on the newness of behaviour - an evolving, changing style which in a fashion context, per se, is an absolute constant.

Administered by FDCI, the credibility of WIFW has only risen over the years. The apex fashion body has built its reliability by associating with the Indian government and various ministries apart from bringing together the best designers, models, businesses, models, media etc. under one banner.

This flagship event of the FDCI was in danger of becoming redundant last year when some dissatisfied designers and promoters decided to walk away and do their own show- the Delhi Fashion Week. This caused a bitter split in Indian fashion with allegations and counter-allegations marring the mood of shows and leading to a division among buyers as also the media. But sanity seems to have returned for now and there are only FDCI shows being organized in the capital.

However, coming back to the Wills India Fashion Week - it introduces a line-up of splendid collections from Indian designers on the runway and at the exhibition area. WIFW offers five action-packed days of inspiration, ingenuity and imagination aligned with business opportunities. This event will bring a diversity of talent on the runway and shows that are multicultural with great commercial appeal all under one roof.

The purpose behind this large scale fashion show is to encourage designers to grow their brands in India and abroad with the objective to widen their customer base all over the world. WIFW is a fantastic platform for fashion designers to showcase their collection to domestic and international buyers, fashion enthusiasts, media and experts of premiere fashion designing institutes of the world.

And most importantly, the event helps in letting know the fashionistas of what`s `in` and what`s `out` for the upcoming season.

A congregation of India’s top notch fashion designers, WIFW sees a multi-ethnic blend of designers who participate in the fashion fiesta, which is now 16 seasons old.

It’s like a carnival where designers weave Indian crafts and traditional pattern to urban design. Innumerous models, choreographers, make-up artists work in congruence towards marketing fashion and transforming the runway into a power packed fashion bazaar.

It has been a constant effort of Wills India Fashion Week to bring into spotlight new, emerging talent across the country. The process identifies, thereby providing a platform followed by presentation of, young designers’ collections.

WIFW is also an excellent platform for models who sashay down the ramp, strutting the best impulses of the fashion industry, through ‘New faces going places’. Cutting across geographical and cultural boundaries, WIFW has been incessantly working to promote the latest trends in the society.

With a spectacular show of the Wills Lifestyle India Fashion Week Autumn/Winter 2010 in the last edition, the Spring/Summer 2011 collection is eagerly awaited by the fashion-conscious.