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 Fashionandyou.com (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.
Stage to store
“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.
The two-year deal is aimed at providing an easy, direct sales outlet to upcoming as well as established designers. Some of their customers may also get a sponsored trip to the LFW in Mumbai.
“India is a key focus segment in international fashion. Online retail too, is seeing tremendous growth,” explains Uppal. “In this way, we at FNY are developing a closer network among our designers. At the same time, customers have easy and affordable access to their favourite designers.”