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Delhi rules

Mumbai may have glamour on its side, but the fashion fraternity agrees that Delhi is where the action is

fashion and trends Updated: Mar 25, 2010 00:45 IST
Rochelle Pinto

With 130 designers and 53 models participating, the FDCI-run Wills India Fashion Week (WIFW) is undoubtedly the biggest fashion event in the country. Mumbai’s Lakme Fashion Week (LFW), its closest competitor, just concluded with a total of 63 participating designers and 40 models.

So what if Mumbai is the glamour capital with a not-so-secret method of drawing eyeballs — Bollywood? The FDCI-managed WIFW is way ahead when it comes to the money game.

Make your move
Rahul Mishra was discovered at LFW but has now decided to focus his energy on the Delhi market. “The last time I participated at Delhi’s Fashion Week, I got a good response. There are new buyers, so it helps me expand my brand. Also, I wanted to show my capabilities in winter wear and that would only be possible in Delhi. Though I will always be grateful to LFW for building me up into a name.”

Delhi-based Arjun Saluja, another Lakme discovery, is also choosing to show only at WIFW. “This time LFW’s theme was Summer Resort. My Autumn/Winter collection is very important to me because I follow the international calendar to keep up with foreign buyers. So, it made sense for me to show in Delhi.”

Nandita Mahtani, whose line, Ananya, was missing from Fashion Weeks for a while, decided to make her comeback in Delhi. “My designer friends told me that it’s great for business.” One of the oldest names in the industry, Ritu Kumar, has always reserved her Label line for the Delhi audience. “My prêt wear does really well in Delhi, so I’ve stuck there.

“Mumbai is more casual in terms of style, whereas Delhi, being spoilt for choice, understands couture better. Also, higher price points work better in Delhi, while Mumbai needs to keep a younger audience in mind,” says Nikhil Mehra, the creative head of veteran label, Shantanu and Nikhil.