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Sanjay Dutt, sisters to feature at India Brand Show

The Bollywood actor and his sisters Priya and Namrata will walk the ramp at the inaugural ceremony of the three-day event in Mumbai.

india Updated: Jan 22, 2007 14:13 IST

Bollywood star Sanjay Dutt and his sisters Priya and Namrata will feature at the inaugural India Brand Show (IBS) that kicks off in Mumbai Monday to "showcase the country's most powerful fashion brands to consumers in an intimate way as not seen before", organisers say.

The trio will walk the ramp at an inaugural ceremony of the three-day event that will feature six fashion shows displaying 30 leading Indian and international brands.

IBS will feature several leading brands including Provogue, Titan, Allen Solly, Reebok, Triumph, Etam, Scullers, Gas, Benetton, Sisley, Color Plus and Trussardi, event director Harmeet Bajaj said of the "by invitation only" bi-annual event.

"It aims at carving out a niche in the minds of the consumer for each of its brands," the New Delhi-based Bajaj, who combines in her a fashion academician, designer and choreographer, told IANS.

"Brands will not only tell us what the trends for the new season will be but also communicate its soul in a unique manner. In effect, India's most powerful fashion brands will self-create the most innovative and imaginative ramp shows they want their consumers to see and remember," Bajaj explained.

Towards this end, IBS will be a state-of-the-art production, with well-known names like Aparna and Tanya choreographing the shows, Fali Poonawala designing the sets and Jojo handling the hair and make up end.

IBS is organised by the Fashion Alliance of Images Multimedia trade magazine, The Future Group and Madura Garments. Initially to be held in Mumbai only, it "might" also travel to cities like New Delhi and Bangalore.

"The vision behind the Fashion Alliance is to create a forum where pioneers and leaders of the fashion industry join forces in a maiden attempt to take fashion directly to consumers and represent the country's fashion brands and retailers," Bajaj maintained.

"The alliance also seeks out ways and means on how best fashion makers and retailers can face the challenges expected in the coming years," she added.

IBS, in fact, has grown out of the Images Fashion Forum (IFF) that has been held here annually for the past five years and which brings together some of India's top prêt designers, retailers and buyers to discuss the entire gamut of issues like designer-corporate relationship; synergy between design, manufacturing and marketing; and the market for designer fashion in the country.

"Since this is by and large a trade event, we felt the need to expand its ambit to better connect with consumers," Bajaj stated.

Armed with a graduate degree in Economics and a Masters in Business Administration, Bajaj went on to train in Buying Merchandising at the prestigious Fashion Institute of Technology, New York.

Back home, she was associated with the National Institute of Fashion Technology for over 15 years, pioneering the concept of a Fashion Communication Programme not just in NIFT (where she was chairperson of the department) but also in the entire country.

As a consultant, she has been actively involved in areas as diverse as Forecasting and Trend Analysis, revitalizing of the broadsheet FnL, and working with Images Fashion Forum.

Her love for travel and keen eye for fashion, underlined with an acute sense of quality and business, makes her ideal for pursuing Product Development, an area she handles for international brands and designers like Anthropology, Selfridges, Benetton, Badgley Bischka, Adrianne Vittadini though her export company.

Bajaj has also choreographed fashion shows for nearly all leading Indian designers as well as designers in the US, France, Britain, Dubai and Bangladesh.

First Published: Jan 20, 2007 16:05 IST