India Couture Week 2020: Countdown For The Digital Fashion Show Begins

India Couture Week is back with top collections from eminent designers. This time, however, it has donned the avatar of a six-day-long virtual fashion show, which will also include couture videos/films and supporting content by the designers.
Vaibhavi Mishra
By: Vaibhavi Mishra Updated: Sep 17, 2020 22:59 IST
India Couture Week 2020: Countdown For The Digital Fashion Show Begins
A first of its kind in India, the event might begin the trend of digital fashion shows in India

Indian Couture Week 2020:  Walking on the ramp is a gorgeous lady draped in a sunset pretty dress, radiating confidence, and surrounded by musings of camera clicks and paparazzi flashes. Recurrent episodes like this from the fashion world have now become folklore from the past, thanks to the notorious virus that has taken over the world. The fashion industry has been a casualty to the global pandemic and has been in a toss. While creative outfits and glamorous walks were an everyday tale for the tantalizing industry, cancelled shows and empty ramps are screaming the ugly truth of current times.

And as the saying goes, in showbiz the audience has a short memory; the industrialists are putting in all the efforts to keep in touch with the audience. Extrapolating these on a grander scale, the Fashion Design Council of India (FDCI) has decided to take its annual fashion show India Couture Week (ICW) to the world wide web, marking India's debut in the sector. Originally slated for August, the six-day-long fashion affair will now stretch from September 18, 2020, till September 23, 2020, and will be streamed on all the social media handles, as well as, the official website of FDCI.

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A first of its kind, the virtual fashion show will be a cocktail of evocative fashion films and runways filmed at unconventional locations, which hint towards the creative leap that the show will be taking this year. The show will also present couture films/videos and the supporting content of the designers, in addition to their top collections. This goes well along with the theme this year- Decoding couture: skilled crafts intermingle with the complexities of style to create grandeur.

“Each designer in our engaging line-up is using their canvas in a different way — either shooting in a traditional haveli or a modern, contemporary structure, a colonial setting or in nature. This new format of digitisation also means giving a free hand to the couturiers where they do what they feel is true to their brand ethos,” shares Sunil Sethi, the chairman of FDCI.

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The idea has so much been an object of fascination for the designers, that most of them didn't shy away from going to exotic locations for the shoot, even if that required burning a hole in their own pockets. Most of the cost for the show has been borne at the end of the designers, as confirmed by Sethi. The models and services, however, were provided to them by FDCI at a discounted price. The organisation's building facility in Delhi was also thrown open for shooting purposes.

The excitement among these style mavericks for the new avatar of the show is evident. “The FDCI digital couture week allows fashion and creativity to thrive during these unprecedented times. The platform has challenged me to think out of the box and go beyond a traditional runway show and present the collections to our customers in new and exciting ways. I am showing the new collection with a completely new visual direction and I am super excited about it,” chortles Amit Aggarwal, one of the presenting designers.

The fashion week will help the designers in to showcase their collection ahead to the audience ahead of the festive season, during which the demands pour in.  Already, the designers have been busy with the bookings for wedding outfits, despite the pandemic. The customers from abroad who are unable to fly to India to shop, for now, will also get a chance to choose from the fresh collection, as per Sethi.

A Quick Guide

Q. What is India Couture Week 2020?

It's the 13th edition of the annual fashion show organised by FDCI which puts on display the best collections from top-notch designers.

Q. When is the fashion event?

The six-day-long event will begin on September 18, 2020, and conclude on September 23, 2020.

Q. Is India Couture Week 2020 a ticketed event?

No, the event will be open to all and won't require a ticket.

Q. How can you attend India Couture Week 2020?

You can either access any of the social media handles of FDCI (Facebook, Instagram, Twitter, YouTube) or simply visit its official website on the aforementioned dates.

Q. What's the theme this year?

The theme for the fashion week this year is ‘Decoding couture: skilled crafts intermingle with the complexities of style to create grandeur'. However, the theme for graphics is that of a “wave” signifying the ripples created by the digital world in the fashion industry.

Q. Is there any official hashtag?

Yes. The official hashtag for the event is #DecodingCouture

Q. What is the format?

The show will include top collections as well as couture films/videos and supportive content by the designers. Additionally, the designers have been given full freedom to choose any location of their choice.

Q. Which designers are participating in the India Couture Week 2020?

A total of 12 top notch designers will be presenting their collections. These include Amit Aggarwal, Anju Modi, Dolly J, Falguni Shane Peacock, Gaurav Gupta, JJ Valaya, Kunal Rawal, Manish Malhotra, Rahul Mishra, Reynu Taandon, Shantanu and Nikhil.

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A multi-media journalist and writer, Vaibhavi views the world as one big piece of poetry. Time and again she tries to capture this poetry through words, as well as, the lens. She loves to explore the depth of human psyche, philosophy, cultures, and oceans! Carrying forward this quest for exploration she reports on various beats ranging from tourism, culture, art, social issues, business, market trends, science and environment to technology. For her, the life mantra can be summarised with the catchphrases, “Hakuna Matata” and “Carpe Diem”.