We have either run out of weeks in the calendar to host a fashion week, or run out of cities to host these. Designers are preparing for the newest fashion week on the block, Indian Premier London Fashion Week (IPLFW), which will make its debut in London from 7-11 April. Says Vivek Agarwal, chief events coordinator, IdeaWeavers, which is managing the show: “I realized that there are seven fashion weeks throughout the year with so many fresh designers. There are a lot of willing buyers in London. Since they can’t come down, we wanted to take the designers to them.”
London calling: Ritu Beri’s design.
The five-day week will be a biannual event at south London’s The Old Truman Brewery with show-stoppers Ritu Beri, Anamika Khanna, Narendra Kumar, Rahul Khanna and Rohit Gandhi. Novice designers will be shortlisted through an online application process.
The aim is to have a go at the 4% NRI market in London. “We are looking at an affluent class of Indian expatriates, a niche which we want the designers to exploit,” says Agarwal.
Narendra Kumar feels the week will officially mark the entry of Indian designers on the international fashion scene. “Seven fashion weeks every year in India just goes to show that we’re ready for our international introduction,” he says. Anamika Khanna, who plans to open her store in London soon, will be presenting her designs at the opening.
IPLFW has partnered with Elite Model Management, Stockholm. “We’ve also spoken to a lot of potential buyers and if this is a success, it can be organized on an even bigger scale,” says Agarwal.
— Varuni Khosla