After focusing on its Essenza Di Wills range of luxury personal care products, diversified conglomerate ITC announced Thursday its Fiama Di Wills brand of premium personal care products would be the associate sponsor of an upcoming fashion week here.
"In the past, Essenza Di Wills had been the associate sponsor (of the Wills Lifestyle India Fashion Week-WIFW). We felt it is time to focus on a different customer segment," ITC general manager Sandeep Kaul told reporters here of the switch of brands.
"For us, the sponsorship platform is designed to engage our customers with our premium range of products in an evocative manner," Kaul added.
Toward this, designer duo Rohit Gandhi and Rahul Khanna have partnered with Fiama Di Wills to showcase their autumn-winter collection WIFW that runs March 12-16 at the sprawling Pragati Maidan exhibition ground here.
"Our association with Rohit and Rahul was an easy decision given their stature in the designing community," Kaul explained of the association.
And, going by a sneak preview of the collection Thursday with models Bhawna, Sapna and Laxmi displaying a range of urban chic outfits, the audience is in for an exciting time at the Rohit-Rahul show March 14.
Shades of graphite, charcoal, tar, silver and reddish maroon came alive through the outfits.
"Our collection has a lot of grids, checks, architecture and minimalism and tries to depict a reprieve from the maddening mayhem of a metropolitan city," Khanna explained of the collection, titled "Lost in the Maze".
ITC will also run an exclusive Salon Di Wills at the fashion week.
"Open to the public by appointment only, the salon will be a spot for relaxation and rejuvenation. Guests can unwind at the salon while they get a relaxing massage or hairstyling done," Kaul said.
Well-known hair stylist Ambika Pillai, along with the Rohit and Rahul, will present three key looks for the season on "stylish Bollywood divas whom I would not like to name at this stage", Kaul said.