In 2020, an important month on the style calendar seems like nothing we have seen earlier than. By the time we hit September, the massive 4 capitals had already skilled a digital intervention.
It was in May when Lakmé Fashion Week introduced a digitally-abled showroom to direct clients to runway collections, together with a B2B mannequin. Now, the style platform is ushering the brand new season with its all-virtual and season fluid edition, which will deliver collectively a number of expertise by revolutionary and interesting present codecs together with runway and movie showcases, webinars, and podcasts.
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Ahead of the autumn/winter 2020 showcase on October 21 to 25, we join with Jaspreet Chandok, head of way of life companies at IMG Reliance, who particulars out every part that went into growing the upcoming on-line expertise.
The high-tech platform specifically created for the occasion
The platform will reside as an on-line hub with customised parts for each sort of viewers tuning in. While the hub is at the moment within the means of being developed, just a few options that you could count on to see embrace a showcase space referred to as the ‘runway’ for all designer showcases, style movie and webinars; a library to entry present content material starting from motion behind-the-scenes to snippets of exhibits; a media convention space that completely will give Indian and worldwide media direct entry to work together with designers and celebrities; in addition to an interactive lounge by Lakmé that will permit viewers to have interaction with its newest magnificence assortment.
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In addition to this, we’re additionally exploring a ‘See Now, Buy Now’ function that will permit viewers to instantly join with the designer and buy an outfit instantly after the present.
The function of digital showroom
As a part of the Lakmé Fashion Week hub, the showcasing designers will be in a position to show their collections on the showroom and will additionally be in a position to have interaction with customers by the ‘See Now, Buy Now’ function. Buyers will have unique entry to components of every designer’s assortment that aren’t accessible to normal audiences.
Standard format of style weeks
The on-ground present format—whereas most popular—comes with its personal set of restrictions corresponding to bodily limitations when it comes to area, access-only foundation invites and others. The digital format, however, permits the platform to work together with audiences unbiased of geographical boundaries, giving us the chance to increase our attain. The greatest takeaway from the digital format is that style can be consumed in a method that was by no means explored earlier than and expertise will play a vital function in bringing the style neighborhood collectively.
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Challenges with this Idea
COVID-19 has left an indelible mark on style, driving the trade to rethink its function on this planet. Fashion platforms like ours which have primarily operated by an on-ground format, have to reinvent whereas persevering with to be partaking and related. Therefore, one in every of our greatest challenges will be to innovatively replicate the on-ground expertise, just about. As we achieve this, the security and safety of the expertise taking part within the upcoming edition will all the time be of utmost significance to us, which at no level will be compromised.
The Gen Next program will quickly announce the winners for the season, who will be mentored, given an opportunity to showcase on the upcoming edition, and will additionally be supported of their endeavours submit the occasion. Also, for the primary time, Gen Next alumni will have free entry to have interaction with customers and consumers on the Virtual Showroom.