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Mission Fashion

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Posted: Mar 04, 2008 at 0136 hrs IST

In fashion, the end results matter the most. For the last couple of seasons the buzz at the Lakme Fashion Week (LFW) has been that there are simply no international buyers around. Almost as an endorsement, a sizeable chunk of Mumbai-based designers have moved to the fashion event in Delhi, the Wills Lifestyle India Fashion Week. However, organisers of LFW seem on course to rectifying their buyer malady. This year, among the other regular foreign buyers like Browns, attention will also be on Elyse Kroll (inset, far left) from Coterie, a big fashion trade event from New York. As part of an exchange programme initiated by the organisers, a few designers showcasing at the Mumbai event will be handpicked for the trade event in September, following a show put together by Kroll, who will personally be present in Mumbai at the event beginning from March 29.

Coterie, formerly known as Fashion Coterie is strictly a trade event in the women’s apparel segment where the average buyer participation goes up to 15,000 visitors. Among Indians, Tarun Tahiliani has showcased his collection at Coterie. “The mission of Coterie has always been to discover talent and put it in front of the most exclusive yet powerful retailers in the world,” says Kroll. The tie-up with Kroll comes in the wake of previous exchange programmes between various international platforms like the Rosemount Australian Fashion Week, Mercedes Benz fashion week, Alta Roma Week and Pret-a-Porter show in Paris in previous years, allowing Indian designers a global outlook.

“We have always had a two-pronged focus—one was to create a talent platform and the other to integrate India into the global fashion scene. Getting Coterie to handpick a few upcoming Indian talent is a step in that direction,” says Vikram Raizada, VP and head of fashion, IMG, India. Perhaps, this is the push required to resurrect the fledging Lakme Fashion Week.

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