Stay updated with the latest - Click here to follow us on Instagram
Tags:
Journalism of Courage
Even before designer Anupama Dayals show went live on Day One of the Wills Lifestyle India Fashion Week (WIFW) Spring-Summer 14,exclusive images of her collection Gulabi,including a sneak peek into the making of the campaign,could be seen on a smartphone. One didnt have to be in the front row to get a VIP peek into the designers latest collection,thanks to a mobile application. Its quite exciting to know that anyone,anywhere in the world can view our work,merely by tapping on their phone, said Dayal before she opened the 22nd edition of WIFW on Wednesday afternoon.
This fashion week,Dayal isnt the only designer to have gone tech-savvy. Joining her are designers Gauri & Nainika,Pia Pauro,Payal Pratap and Rajesh Pratap Singh. Each of them has collaborated with SnapLion,a leading online platform,to create chic applications called Fash-Apps,custom-made for their labels. From exclusive collection campaigns,behind-the-scenes images,backstage access,to ramp showcases and upcoming events by these designers,anyone who wishes to download the app (available on Google Play Store and iTunes App Store) can access them for free. I have always been keen to embrace new trends in technology. Since our label is present in 19 countries,it makes sense to bridge the gap, says Dayal. Payal Pratap,who is also showing at this edition of WIFW,feels that since people use social media to engage and discuss trends in fashion,a mobile app is the way to go.
One can browse through the collections,photo galleries and even share with friends via Facebook,Twitter and email or add to a wish list through the app. Phones are constant companions. Its an opportunity for brands to get closer to their customers,and vice versa, says Aditya Kapoor,Chief Operating Officer,SnapLion. Intimacy and immediacy are two important elements of fashion and the apps are designed to offer both, says Kapoor.
Before the launch of his all-new sari collection,Rajesh Pratap Singh had already presented a preview via the app. It is innovative ideas like these that continue to add freshness and relevance to our fashion industry, says Pratap. Also opting for a two-way communication between spectators and designers this edition is the Fashion Design Council of India (FDCI). Synchronising Instagram with Facebook and Twitter via a custom-built application,FDCI is providing spontaneous reporting of the event directly from the venue. In addition,Wills Lifestyle is set to broadcast live telecasts of the shows in 50 stores across the country. Virtual reality at its fashionable best.
Stay updated with the latest - Click here to follow us on Instagram
