In this era of smartphones, social media, followers, and likes, Indian Federation for Fashion Development (IFFD) have come up with a unique idea of combining it all. India Runway Week is having a fashion week designed specifically for Instagram.
The idea behind India's "first-ever" Instagram edition of the fashion event is to stitch the photographs from the shoot into a long, horizontal scroll, and uploading them on Instagram. The four-day event will take place from 12th September to 15th September on IIFD Instagram handle and will witness 35 designers including veterans like Nikhil Thampi, Siddharth Tytler, Ashima Leena, Poonam Dubey, Nikhita Tandon, Kaaisha by Shalini, Niki Mahajan, Anjalee Arjun Kapoor, and Manish Gupta, among others.
The fashion week platform uploaded a post last month for interested candidates, to tag their photos on Instagram with #CASTMEIRW to stand a chance to star in the runway. The first day witnessed the opening of the event by Nida Mahmood's designs, followed by the showcase of designs by Bubber couture, Lela, Alpa & Reena. Gulabo Jaipur, NB Couture, and finale for day 1 was done by Samant Chauhan's designs. The event was broadcasted live at India Runway Week Instagram handle.
The event will also witness the launch of Avon lingerie in India where the collection of Rina Dhaka will be exhibited. The grand affair will be concluded by the Veteran designer, Rohit Bal. To watch day 2 of virtual fashion week, visit https://www.instagram.com/indiarunwayweek/
Avinash Pathania, founder IFFD, said: "It's so strange to see that fashion weeks influence everyone, yet they are exclusive for certain groups of individuals to experience it. To me, that doesn't make sense. I love the inclusiveness of Instagram."
Kiran Khiva, Fashion Director at IFFD, said: "Instagram edition of the India Runway Week will mark the global change. In all 11 seasons of our standard fashion week show, we broke many traditions and always tried to reach out to masses, whether making a shopping mall as a venue for the event or doing this special Instagram edition. I should also admit that we always benefited from breaking them (traditions)."