Pratishtha Rana

To sustain was the goal when Covid first hit the fashion industry. Five Months after, the stalwarts of the couture business are convinced that digital innovation and adapting to the wonders of augmented reality is the way to go. The Fashion Design Council of India is ready to embrace digital, too.
From September 18 to September 23, FDCI will commence the new era of first-ever digital India Couture Week 2020. Not only does this expand the boundaries to reach out to a bigger audience, but it also gives the Indian designers to explore and experiment with ways of presenting their collections.
First-ever Digital ICW / Courtesy- FDCI
First-ever Digital ICW / Courtesy- FDCI
Typically, the annual ICW extravaganza is held in August, but with the ongoing crisis, the schedule has been moved to September.
The lineup of fashion designers includes celebrated names such as Rahul Mishra, Manish Malhotra, Shantanu & Nikhil, JJ Valaya, Kunal Rawal, Gaurav Gupta, Falguni Shane Peacock and Anju Modi.
The six-day long event will follow the theme of graphic ‘waves’, meaning that digital is creating ‘ripples’ in the fashion arena. The couturiers will showcase their outfits through conceptual films and videos, which will be screened live on a preset show schedule. FDCI’s website and all of its social media platforms will livestream the videos.
“The FDCI has been a frontrunner in establishing a fresh template, in tandem with the changing times. Couture has all the elements of fantasy, and as screens take over our lives, we hope to recreate the magic of this genre with pure creativity,” said Sunil Sethi, Chairman, FDCI.
Read: Fashion designers should make fewer pieces to sustain in the long run, says FDCI’s Sunil Sethi
Let’s rewind to last year to check out a few looks from the 2019 India Couture Week collections-
Falguni Shane Peacock, Bonjour Amer
Bonjour Amer 2019
Bonjour Amer 2019 / Instagram
Amit Aggarwal, Lumen
Lumen 2019
Kiara Advani in Lumen 2019 / Instagram
Gaurav Gupta, Undercurrent
Undercurrent 2019 / Instagram
(L-R) Dipa Khosla, Gaurav Gupta and Diana Penty / Instagram
Suneet Verma Couture, Amara
Amara by SV Couture 2019 / Instagram
Amara by SV Couture 2019 / Instagram
Reynu Taandon, The Savannah Saga 
The Savannah Saga 2019
The Savannah Saga 2019 / Instagram

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