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Fashion online

fashion-and-trends Updated: Sep 19, 2010 01:12 IST
Shweta Mehta
Shweta Mehta
Hindustan Times
Highlight Story

Seen a design on the ramp and felt like buying it immediately? This year, Lakme Fashion Week (LFW) gives you a chance to act upon that whim. As part of a tie up with online shopping giant Fashion (FNY), garments designed by upcoming and established designers will be sold on the website under two retail lines — ‘Launch My Line’ and ‘LFW Pret Collection’ respectively.

“We will start selling the designs online within less than a week after the shows finish,” says Pearl Uppal, chief operating officer, FNY. The website will offer its members a selection of handpicked garments by participating designers. The focus will be on ready-to-wear and affordable clothing.

“At FNY, the designers will custom produce garments for consumers. Since designers don’t have to bear the cost of distribution and marketing, their creations will be available at lower rates,” says Uppal. Some of their customers may also get a sponsored trip to LFW in Mumbai.

“With online retail, we at FNY, are developing a closer network among our designers. Also, customers have easy and affordable access to their favourite designers,” explains Uppal.

No-no for Delhi
While Delhi has been the first to many online fashion initiatives , when it comes to sales and profits, FDCI president, Sunil Sethi wants to steer clear. He says, “We were the first ones to introduce Twitter activities, blogs for fashion and by fashion designers. We even started ‘live streaming’ of fashion shows but when it comes to sales and profits, we do not want to interfere in that. It is completely a designers’ prerogative.”