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Mumbai high on hype

While it is about the business that a fashion week generates for a participating designer, the amount of media coverage that a designer gets is equally important.

fashion and trends Updated: Mar 25, 2010 00:45 IST
Sujata Reddy

While it is about the business that a fashion week generates for a participating designer, the amount of media coverage that a designer gets is equally important.

After all, it’s one of the few occasions when all eyes are focused on fashion and a designer ideally likes to milk as much publicity as he can Swapnil Shinde, who debuted with Lakme Fashion Week’s Gen Next segment, around four years back, says that Mumbai is where Bollywood trends emerge. “I’ve had so many buyers contact me to place orders, after seeing pictures of my collection splashed across newspapers,” says Shinde. Designer Nandita Mahtani, too, asserts that Mumbai scores in terms of media coverage.

“I’ve never heard of what a designer in Delhi is up to. But Delhi pays attention to fashion events happening in Mumbai,” she explains. In her opinion, the LFW probably didn’t generate as much buzz as expected, because of the Paris Fashion Week that was being held at the same time.