Ready to wear?

When it comes to ready to wear shows, the Wills Lifestyle India Fashion Week (WIFW) excites every one alike — designers are happy as they feel there are many buyers who place order with them; media is happy because there’s good fashion on the runway besides good business news off the runway; an excellent venue in Pragati Maidan and the overall feel for everyone is great as well.

Over the years this event proved to be the best in terms of participation when it comes to designers and buyers participation. Organised by the Fashion Design Council of India (FDCI), this event has proved itself to be the most sought-after fashion trade event with the entire focus on the ‘business of fashion’ and not just runway glamour.

Participating designers, be it the younger ones or the most seasoned ones, have always said that in terms of business, the focal point of any fashion week, WIFW has been the most successful one in the country. While some of the other fashion weeks that have been happening in the country have been labelled as ‘brand promotional events’ or events that ‘promoted individuals’ rather than the business of fashion, WIFW right from its beginning has been focussing on trade. For the same reason every single reason wants to be part of this event every single season.

Even though, in the beginning, participating designers have had confusions on pret and bridge lines while showing their collections on this runway platform, it has changed over the years. Now designers are focussed on the pret part and the coming event should prove to be a treat not just for designers in terms of business but for the guests who will be going to watch the collections also.

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