Designers work overtime, say WIFW important for business

April 1st, 2011 - 1:00 pm ICT by IANS  

New Delhi, April 1 (IANS) The glitz and glamour extravaganza, Wills Lifestyle India Fashion Week (WIFW) Autumn-Winter 2011, opens here April 6 and designers are working overtime to put their best foot forward on the ramp as many feel it is the most important fashion week for generating business.

The five-day gala will see 141 designers and bigger buyers than in the previous season, according to the Fashion Design Council of India (FDCI) which has organised the event with the support of the commerce and industry ministry.

There will be 41 shows at Hall No. 18, Pragati Maidan, where established fashion names as well as first-timers will participate.

“I have participated in Lakme Fashion Week (LFW), but I think WIFW offers more business. There are more international buyers and that is most important for me. Also at WIFW, we show for the coming season and this makes more realistic deadlines for deliveries,” Mumbai-based designer Gayatri Khanna told IANS on phone.

“The week before the fashion extravaganza starts is always very hectic. The finer details are scrutinised, so we have to make sure that everything is as perfect as it can be. “Our team has an approximate number of 30-40 people and we are working round the clock!”

The biannual prĂȘt fashion week is a networking point for models, choreographers, makeup artists, fashion media, trend analysts, buyers and retailers, and varied fashion professionals.

Delhi-based designer duo Niket and Jainee are eating, sleeping and walking designs and fittings for their debut show.

“The fittings are very hectic and you won’t believe that we virtually discuss designs while sleeping also. But thanks to the team, from assistants, make-up artists hairstylists to crews, it’s done successfully,” said Jainee.

“We are very excited to present our debut fashion show on April 9. Music, models and stage all are visualised and tried successfully. But for a creative person last minute changes is a possibility till the show starts,” she added.

Jatin Verma has just returned from Mumbai after presenting his collection at the LFW and is working over 12 hours a day with 25 people helping him to complete the line.

“It has been pure madness as always because we only have three weeks between the two fashion weeks (WIFW and LFW). It is imperative to complete the entire collection whether one decides to showcase it or not,” Jatin told IANS.

“We showcased the spring-summer collection at LFW, WIFW autumn-winter is completely different theme, so a lot of hard work. Thanks to the crew that works with me 24×7,” Jatin told IANS.

“Preparing for a stall at WIFW is just as good as preparing for the show, with lots of last minute work to be done. At the stall, buyers scrutinise the finishing, the look, the feel of each garment. So the work will continue till the very last day. As a designer, once the collection is done, you keep looking for more ways to ‘tweek’ it,” he added.

Delhi-based designer trio Ashish, Viral and Vikrant of Virtues, who describe WIFW as the only serious event in the fashion industry, are keeping their fingers crossed.

“We’re working 10 hours a day with 20 people in our team and hoping that all effort gets the deserved appreciation from the buyers and spectators,” said Viral.

Mona and Pali, who are from Kolkata, are still finalising last minute details.

“We are in the process of finalising the details - the look and hair is more or less done. We have the models list and our fittings are scheduled for April 4. We are hoping to get things right. Yes, stage and music is also being sorted out,” said Pali Sachdev told IANS on phone.

FDCI has a calendar dedicated to women and men’s prĂȘt weeks respectively as well as couture wear.

Said Jatin Verma, “In India, I would rate WIFW as the number one fashion week with respect to business. The buyers also seem more eager to take their rounds, meet the designers and peruse each collection. Each edition of the fashion week is a great learning experience, enabling you to grow internationally by adapting yourself to their standards as well as outlook.”


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