In a first-of-its-kind move for Indian fashion, The Fashion Design Council of India (FDCI) is all set to present its first ever digital India Couture Week 2020, in partnership with Hindustan Times.
Scheduled to take place from 18 to 23 September, the six-day long digital event will see 12 top couturiers known for their creative elegance, showcase unrestrained virtual identities in the 13th edition of India Couture Week.
The impressive line-up of designers includes Amit Aggarwal, Anju Modi, Dolly J, Falguni Shane Peacock, Gaurav Gupta, JJ Valaya, Manish Malhotra, Rahul Mishra, Reynu Taandon, Shantanu & Nikhil and Suneet Varma.
The newest addition to this army is menswear maestro Kunal Rawal who will be showcasing at couture week for the first time.
Archana Aggarwal Timeless Jewellery is the jewellery partner for the event.
More on what designers are showcasing, Sunil Sethi, Chairman of FDCI, said “Each designer in our engaging line up is using their canvas in a different way – either shooting in a traditional haveli, a modern, contemporary structure, a colonial setting or in nature. Some are even thinking out-of-the-box with a creative ramp show.”
He added “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. Our designers will surprise you, with their creativity. We are delighted to have HT support us in this initiative, as we pave the way for a multidimensional approach.”
In keeping with the new reality, the FDCI has taken prompt strides, for a robust digital transformation. This will give an opportunity to designers to reach tech savvy audiences, and explore interesting ways of showing collections and communicating their designs.
The designers will showcase their couture films/videos and supporting content, that will go live on a pre-set show schedule, emulating the format of a physical event. These films will be streamed on FDCI’s digital platforms: Instagram, Facebook, Twitter, YouTube and the FDCI website.
Sunil Sethi also said “The FDCI has been a frontrunner in establishing a fresh template, in tandem with the changing times. Couture has all the elements of fantasy, and as screens take over our lives, we hope to recreate the magic of this genre, with pure creativity.”
You can stay tuned to all happenings around the show using the official hashtag for the event – #DecodingCouture.