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Amazon India Fashion Week A/W ’18: Designers celebrating the Power of Prêt-À-Porter

Another month, another fashion week!

It would be no exaggeration to say that no matter what is the time, there is always a fashion week going on somewhere. But do we really need them all? Can you really innovate and present truly ground-breaking show-worthy collections at this pace?

As spring dawns, we find ourselves in Delhi’s biggest biannual fashion extravaganza: Amazon India Fashion Week’s Autumn/Winter 2018 edition organized under the supervision of the Fashion Design Council of India that is hosting the runway showcase of almost 50 designers this year.

Being held at the Jawaharlal Nehru Stadium, on Lodhi Road, around 100 fashion designers are exhibiting a mix of fashion apparel, accessories, footwear and jewellery by way of booths and shows. Honourable Minister of Textiles, Smriti Irani also came for a visit and interacted with several exhibitors along with Sunil Sethi, the president of FDCI.

But much before the razzmatazz of the runway presentations kicked off, Amazon and Fashion Design Council of India (FDCI) invited all the designers and business media to unveil a first of its kind project in India.

Called ‘the Designer Boutique at Amazon.in’, the new section on Amazon’s site will take a dig at becoming the largest online marketplace for both Indian designers. The e-boutique will bring fresh out of school talents, mid-size labels and well recognized powerhouses of the Indian fashion industry under a single umbrella.

Amazon is already at the forefront of ecommerce internationally and with the recent upsurge in mass internet penetration in the country, India has become is top priority for growth. And the company wants to be involved with fashion in a major way – the e-com giant revealed big plans for the country.

The new designer boutique will let designers register in literally a day and begin retailing. Talking to a room packed with inquisitive designers, the Amazon team gave answers to some of the most pressing problems of selling online. (Watch this space for more in-depth coverage on the Amazon Boutique!)

While there was a lot of clothes and a lot of drama, there is still a lack of newness and the designers are doing what they have been doing for decades. Even the buyers our team reached out, disclosed that they are only meeting designers that are already associated with them. There wasn’t enough fresh work to choose from and for international buyers, (not the middle-eastern buyers) the work is simply too focussed on the Indian aesthetic. There is definitely a need for more designers who work on Indian textiles but in a more commercial and trend-forward silhouette.

Nevertheless, swipe through the above gallery for our review of the best shows and looks from Day 3 of Amazon India Fashion Week A/W ’18!