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HindustanTimes Sat,23 Aug 2014

Leading brands display summer collection at India Fashion Forum event

Hindustantimes.com  Mumbai, March 22, 2013
First Published: 18:52 IST(22/3/2013) | Last Updated: 19:20 IST(22/3/2013)

The 13th edition of India Fashion Forum (IFF) kicked off at the Bombay Exhibition Center, Goregaon, Mumbai. This year, IFF has adopted the theme of 'Fashion Your Future', calling upon the industry to take responsibility for creating growth opportunities, influencing the right kind of fashion consumption, and increasing the market size.

The first day of the three-day conclave, featured a special interaction for over 100 leading fashion journalists, bloggers and stylists with the leaders of the fashion industry. Having been more exposed to the elite designers and the various fashion weeks, the fashion media gained a better understanding of the fashion brands that actually clothe India. Fashion really happens on the side-walks of our cities, and not on the cat-walks of 5 star hotels, was the singular message of the session.

Mr. Rakesh Biyani, Chairman, IFF and Joint MD, Pantaloon Retail, in the opening introduction, said, "IFF is the pre-eminent forum for the Fashion Retail Industry in India and also attracts worldwide interest. We are seeing green shoots in the economy and believe that IFF 2013 would herald a new phase in the Indian Fashion retail industry, as the country moves onto another growth trajectory"

The day kick-started with an interactive session on fashion-journalism by Neena Haridas (Editor, Marie Claire), Jamal Shaikh (Editor, Man's Health and Robb Report), Shalini Sharma (Editor, Hi Blitz), Sujata Assomull Sippy (Ex Editor, Harper's Bazaar), Priya Tanna (Editor, Vogue) and fashion designer Suneet Verma. The session witnessed stalwarts from the fashion business engrossed in a gruelling discussion on the changing face of print journalism versus social media.


As the day progressed IFF-'Fashion Folio' also witnessed a presentation on fashion-trends by Ms. Cher Potter, Senior Editor, Creative Direction WGSN, London & Edith Keller, Chairman, CARLIN INTERNATIONAL, Paris. In a first of its kind presentation for the Indian audience WGSN provides fashion and design businesses with the intelligence to drive commercially successful products and services.

Also speaking on the occasion, Mr. Amitabh Taneja, Chief Convenor, India Fashion Forum, said "The concept of fashion is highly restricted in India, with majority of the focus being on designer labels which is not available to the masses. The real essence of fashion lies in the premium ready-to-wear brands that actually clothe the masses and hence this initiative. The sole focus of IFF-'Fashion Folio', is to understand the challenges and opportunities of the fashion industry and bridge the gap between the ready to wear brands and the media as media clearly plays a major role in bringing the fashion to the masses."

Between the sessions over 100 representatives from publications and media-houses all over the country, were taken for a tour to the brand-stalls  like Allen Solly, Louis Philippe, Van Huesen, American Swan etc. Through these tours, the brands took the audience through their collection, theme, inspiration behind the collection and more.

The evening was dazzled by an entrancing fashion-show, leading ready to wear brands like Jack and Jones, Pavers England, Provogue, Scullers, Metro, Banish, Taanz, Alberto Toressi, Sin, Tommy Hilfiger, Lee Cooper, Nike, Sketchers, Elle and Woodland participated in the fashion-show showcasing their Summer 2013 collection on the ramp.


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