Designers finally manage to cash in on LFW 07

Mumbai, Mar 30 | Updated: Mar 31 2007, 06:20am hrs
Fashion has truly become a serious business. Just walk around the designers stalls at the Lakme Fashion Week 2007 (LFW) and you will admit that beauty lies in the hands of creative fashion designers in India. Cashing in on the popularity of the much-hyped trade event, leading Indian designers are busy clinching business deals with domestic as well as overseas buyers.

For instance, young designer Anupama Dayal has closed shop after doing roaring business in just two days. Ive clinched deals with Evolurin (Hong Kong), Modh (Kuwait) and Amethyst in Chennai, In fact, I have taken orders for 1,500 pieces, said Dayal. Yet another well-known fashion designer Vikram Phadnis is in talks with both international and domestic companies for major business tie-ups.

As for ace designer Wendell Rodricks, he has already clinched deals with Aza, a leading fashion house and Amethyst in Chennai. This year, LFW is showcasing the work of 40 designers through fashion shows during seven days of frenzied business activities. According to trade analysts, the much-hyped trade event is expected to generate business worth over Rs 75-Rs100 crore.

So whats new this year International fashion brands French Connection UK(FCUK) and Giovanni Cavagna are showcasing their work along with Indian designers this year. Our aim is to integrate India into the global fashion world, said Anil Chopra, vice president, Lakme Lever.

According to him, the Lakme Fashion Week has truly helped in building the brand equity of the Lakme brand for the higher order audience. In addition to leveraging Unilevers expertise, Lakme partners with the leading cosmetic house Milan-based Intercos Italia and Paris-based Fiabila, he added.

From glamour to real business, LFW has taken many steps to generate business in the last few years, according to analysts. In the final analysis, its clear that Indian fashion is coming of age. And acquiring a business sense!