The Lakme Fashion Week (LFW) announced on Thursday that the fashion show is set to go digital and season fluid this October for the Winter Festive 2020 version. It is an event that is jointly organised by Lakme (a prominent cosmetic brand in India) along with IMG Reliance Pvt. Ltd. The event will be streamed live on a high-tech virtual platform from 21st October 2020 to 25th October 2020. The interactive virtual space is specially created for LFW and focuses on hosting “state of the art curated shows” with modern technology, e-commerce, cyber connectivity, and engaging digital content.
The Lakme Fashion Week as a response to the COVID-19 pandemic plans to aid artists and designers through the digital showcase and thereby providing a platform to connect with the consumers and buyers which will facilitate an increase in demand and industry’s growth. Head of Innovations at Lakme, Ashwath Swaminathan said, “LFW’s digital edition for Winter Festive 2020 version will be the very first of its kind as LFW reinvents itself in order to keep the fashion business running, create new unique experiences for the audience as well flash the spotlight on the future of fashion.”
In a response to PTI (Press Trust of India), Jaspreet Chandok, Head – Lifestyle Businesses at IMG Reliance states that the fashion industry requires a “conscious new direction” to survive the pandemic situation. He further added that LFW is a space that they hope will thrive and bloom as the digital media will support and nurture the design industry by bridging the gap between national and international buyers and consumers