Despite the brave noises being made by luxury retailers globally, the impact of the downturn is severely impacting the sector. But the sector isn?t throwing in the cravat yet. This week, it is getting help from an expected ally. One that any fashionista reads to stay abreast of her peers, Vogue itself. On the night of September 10, 13 fashion capitals across the world will coincide efforts to ?enliven the shopping spirit?. In India, the event will be held in Delhi?s DLF Emporio, the upscale address where 64 brands, both Indian and international will partner in the effort. ?We are telling everyone to fight recession with style,? says Vogue India?s MD Alex Kuruvilla. ?The brands are excited to be part of this global initiative, and have given us overwhelming response.? Each partner has also contributed one item worth Rs 50,000, to win which buyers will have to buy Rs 1,000 coupons to be eligible for a lucky draw. The lucky few stand a chance to win a diamond ring from Mirari, limited-edition tote from Kenzo and much more. Among the brands participating are Louis Vuitton, Dior, Moschino, Dunhill, Jimmy Choo, VJC, Judith Leiber and a host of Indian designers who have retail outlets at the mall.
?This has been a difficult year and we are hoping to kick off the festive wedding season in style,? says Kalyani Chawla of Dior. Designer Tarun Tahiliani points out that the event will provide another excuse for Indians to shop, especially as there are substantial discounts. During the one-off sale, the brands are each offering discounts and special services, which includes free foot massages, tarot card readings and fashion consultancies, to attract the customer. LV?s Tikka Shatrujit Singh says India has bucked the global downward trend, pointing out the brand is opening its second store in Mumbai later this year.
The event is expected to see global fashion icons participate in their cities. Each country also has its own theme. While New York is coinciding its event to match the opening night of the New York Fashion Week ? and that is expected to be the city?s mega party this year as it battles serious declines in sales. That the city is taking the event seriously is indicated by Mayor Michael R Bloomberg?s involvement in the event. Supporters include A-list celebrities such as Sarah Jessica Parker, Sean P Diddy Combs, Vera Wang, Oscar de la Renta and Donna Karan.
Other cities too are gearing up with themes of their own. Selfridges, the host of the London leg, will have black ice creams, while Beijing will see fashion meet art. Well, if nothing else, it?s going to be a fashion party to remember as designers and their choicest customers are expected to be in attendance. ?After all this is the first time that we are all coming together, and that is great,? exclaims Tahiliani. And no fears, this time, as long as you are buying into the luxury dream, you are absolutely on the guest list!