LIFW reaches Pak, Middle East

Fashion followers across the world, including Pakistan, will now be able to catch the action at Lakme India Fashion Week 2005, being held in Delhi from April 20-26, on their TV screens.

India's fashion week, now going global!

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Fashion followers across the world, including Pakistan, will now be able to catch the action at Lakme India Fashion Week (LIFW) 2005, being held in Delhi from April 20-26, on their television screens.

Dubai-based ARY Digital Network has procured the international TV rights for the event and will broadcast the proceedings to Pakistan, the Middle East, parts of North America and Europe.

The 40-year-old network is also looking to invest in Indian designers and fashion brands and help them set up base in Pakistan, Dubai, New York and parts of Europe to deepen their foothold in the global market.

"Our decision to broadcast this event was based on the fact that a common heritage, common historic past and a common cultural bond bind both India and Pakistan," Salman Iqbal, the president and CEO of ARY Digital Network, said.

This comes after the successful response received by the network through their coverage of the fashion week last year in news-based shows.

IMG, which handles the commercial aspects and management of LIFW, expressed satisfaction at this association.

"This alliance will provide LIFW the right exposure among international audiences," said Ravi Krishnan, India head of IMG, which organises LIFW.

The largest and the most high profile fashion trade event in the country, LIFW 2005 aims at providing a platform to develop business opportunities for the Indian fashion industry.

ARY Digital has, in the past, broadcast other events like the IIFA awards and the Temptations tour featuring Bollywood stars like Shahrukh Khan.