India Fashion Week ramp all set to take off on Sept 5

New Delhi, Sep 3 (UNI) Celebrating tenth edition of the country's biggest fashion extravaganza, Wills Lifestyle India Fashion Week (WIFW), which opens on September 5 at Pragati Maidan, is all set to offer ramp to ten aspiring designers for their debut in the fashion world.

The upcoming spring/summer 2008 edition of WIFW will have Hi-5 Duo rather than the customary Hi-5 initiative. Now instead of five, 10 upcoming designers will to showcase their collection on the ramp during the five-day-long fashion fete organised by Fashion Design Council of India (FDCI).

Hi-5 Duo is a special initiative of the FDCI that targets the growth of upcoming fashion designers and provides them a platform to showcase their collection for the very first time on the WIFW catwalk.

''Designers form the epicentre of the fashion industry. With the new Hi-5 duo, the FDCI reiterates its commitment to the designer fraternity by creating a platform for emerging designers as well,'' FDCI director General Rathi Vinay Jha said.

Unlike its previous editions which were organised at five star hotels, the WIFW will be held in Hall No 7 of Pragati Maidan which has been specially 'transformed' for the event.

Talking about the change in the venue, Ms Jha said, ''Pragati Maidan meets with FDCI's objective of accommodating an ever growing event and reinforcing WIFW as promoting the 'Business of Fashion' in every sense. The change in event venue will definitely allow us far more freedom to set up the venue without the restrictions faced in a hotel.'' Termed as Asia's largest fashion trade event, the WIFW will see 30 shows by 72 top established designers from across the country showcasing their collections through five days of frenzied business activity.

Asked how she plans to match the big names in the industry, Delhi-based Drashta Sarvaiya, one of the ten designers of the Hi-5 duo told UNI, ''Everyone has a unique style, so is mine. I am not competing with anyone here. I am more concerned about my show and my entire focus is on that.'' Titled 'Paradiso Fondare' (Paradise Found), Sarvaiya's collection is inspired from the movie 'Great Expectations' which she says is very close to her heart. ''I played with a lot of colour and unique prints in my collection. I worked with a painter first and then created those images on the fabrics,'' she added.

The 2008 WIFW edition will pay tribute to designer Rohit Khosla who was the defacto founder of the modern fashion industry in India. A special wall commemorating his contribution is being installed at the venue along with an audio visual.

Essenza Di Wills, ITC's brand of personal care and grooming products will be the associate sponsor for the 10th edition of WIFW. Chivas and Nokia will continue their association with WIFW as sponsors. Elle magazine will be the magazine sponsor and Le Meridien hotel will be the hospitality sponsor for the event.

UNI