ORIGINALLY PUBLISHED IN DE MODE JAN-FEB-MAR 2021 (Vol IV, Issue XIX)
Article Published on: 14 FEB 2023 | www.demodemagazine.com
The upcoming India Intimate Fashion Week (IIFW) grapples with COVID-19 concerns in its first-ever virtual show.
IIFW partnered with Le Desir by SHOTS, Netherland’s famous lingerie brand as the official lingerie partner for the successful execution of the IIFW Virtual Show.
Hailing from the popularity of 3 successful seasons, Intimate Fashion Week (IIFW) India’s largest and one it’s kinds fashion week successfully concluded its 4th season virtually. The decision was taken keeping in view the ongoing pandemic which has led to the longest lockdown across the world for safety reasons. The virtual IIFW Show received global volunteer participation from the models, associations, and partnerships from various countries.
Known for its innovative approach, IIFW has always presented concepts that imply a strong social message and is all-inclusive from plus-size fashion, queer fashion, and fitness fashion. It has also initiated dialogues around body positivity through its BOO THE TABOO movement.
This year, IIFW partnered with Le Desir by SHOTS, a Netherlands famous lingerie brand as their official lingerie partner for the successful execution of the Virtual Show. Le Desir showcased its one-of-a-kind, sensuously beautiful, latest lingerie line during the event, this year... Le Desir is now set to enter India in association with IIFW & Candy Shop India (IIFW’s Distribution & Channel Partnership arm).
Talking about the challenges faced to launch the Virtual IIFW, Niraj Jawanjal – Founder, IIFW said – “We are headed by unprecedented times, when we began the process of conceptualizing the show a lot of our team members, models, etc. nudged as they felt they were out of shape or unfit. A lot of our members were also not in the towns, or cities or had the right equipment to join us in putting the show together this year, however, we are delighted to say that Team IIFW was finally able to jump the roadblocks and conceptualized a creative route to engage and encourage a member of our fashion industry in India and around the globe. We were delighted to be able to successfully celebrate men & women, lingerie, confidence & resilience like each year but with more enthusiasm”.
On associating with IIFW, Le Desir’s Hein Schouten – Director of Sales & Maura Claes – Brand Head says “We have been eyeing the right time and opportunity to enter in India and with the opportunity such IIFW Virtual Show; we realized it as the best fit for our plans” Le Desir is a premium, lingerie brand recognized worldwide and it has an extensive range of products which we believed would impress Indian audience so where are very excited about the collaboration as well as showcasing 29 of our new designs at the show. We are humbled by the response we received from the show” says Maura.
Adding on this concept of one of its kind Virtual Fashion Show, Amit Pandey, Media Head, IIFW further adds “Our endeavors are focused to create new and real career & business opportunities in the fashion industry as well as for related brands to showcase themselves. We are glad that Virtual show has opened doors, created new hope, and triggered motivation for everyone who is playing a vital role in the fashion industry in India and internationally”.
THE PROCESS THIS YEAR
IIFW’s various teams worked extensively over several zoom meetings (and countless cups of coffee) & reached out to a stunning and diverse mix of women globally. Team IIFW faced many challenges in shaping this project as many models had to back out from their participation commitments due to worrying COVID situations, smaller homes, absence of the right merchandise, shortage of make-up & hair related things and cosmetics, sickness, and also because some models caught COVID and the show took more than expected time to complete. But finally, team IIFW could completed the show preparation as desired and came out with this outstanding VIRTUAL product. IIFW Show Director Snehal Oswal and Stylist Dhanashree Sawant hosted countless Training & Grooming Sessions with the models and prepared them not only for the walks and posing but she spent a lot of time motivating them and building confidence back.
Our teams prepared the models to showcase their struts, spins, and plenty of sass while walking with confidence in beautiful lingerie for IIFW Virtual Runway. Our models created this wonder together with their catwalks out of our bedrooms, balconies, and kitchens.
ABOUT INDIA INTIMATE FASHION WEEK (IIFW)
India Intimate Fashion Week (IIFW) is a platform designed to shed a powerful spotlight on all facets of the intimate apparel & personal care industry. The event exposes both emerging & established brands and designers, manufacturers, and distributors from India and around the globe, spanning market categories of lingerie, loungewear, sleepwear, legwear, lingerie accessories, men’s underwear, swimwear, beachwear, shapewear and more.
India Intimate fashion week is also taking immense endeavors to let India speak its mind about this world’s largest industry & become shy-away so that we can involve & nurture the emerging talent in the massive industry to command a bold stand.