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Hunting for talent

fashion and trends Updated: Feb 24, 2010 01:24 IST
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Any fashion week is a trade event and the Lakme Fashion Week (LFW) in Mumbai next month won’t be an exception. Here too, buyers will probably not be in a hurry to grab exclusive designs, but instead hunt for creative minds.

What’s their idea?

“At fashion shows like LFW, we are always looking out for talent. The idea is to spot and provide them with a platform, so that our customer benefits. They (customers) get new designs with different creativity,” said Gaurav Mahajan, COO, Westside.

Sangita Kathiwada, owner of Melange Boutique echoed the same and added that fashion shows help get into the minds of designers.

“I think a fashion show is a great place to judge designers’ capability. I don’t think at the event I will be looking at whether collections are commercially viable. I will literally try to get into the minds of designers,” said Sangita.

“This is one time when a designer is given the liberty to take as much freedom as possible to present their collection. If I want to buy any of these designs, I can go to their shops and buy them,” she said.

Getting creative

Both Sangita and Gaurav feature on the buyers’ list of Lakme Fashion Week, starting March 5. Usually, fashion shows

provide platforms for the established and first timers to make timeless presentations of their creativity. “This timeless presentation would help me understand where the designer has reached in his career.

It’s also the time when a designer is really able to take a risk to show his creativity and that is his imaginary world, which he is not able to bring to the real world as he has to make wearable clothing,” said Sangita.


Another reason why there are not many buyers is that designers are not well-equipped for business.“It’s expected that buyers would come, see your collection, place the orders and take the loot home. But it doesn’t work that way in India because I think the designers are unfortunately not trade equipped,” said Sangita.

“The prices quoted by designers are astronomically high to place orders. If we block our money three months in advance, the collections don’t reach in time, delivery schedules aren’t maintained. The only reason we order consignments is that they (designers) take the risk with us,” she added.