It is interesting when designers send out their clothes from a collection yet to be presented to celebrities days in advance of their showing. Billed as a ‘sneak-peek’ in to the work to come, it gets talked about. It certainly gets blogged about (Hello!). But if we really got down to if it was necessary… That would be debatable. Undisputed is the fact however that in the age of digital everything, it leaves a footprint right away. Perhaps just what the P.R hired for the label wants.
That said, how does it serve the brand any purpose when a celebrity is spotted wearing an outfit months in advance of its showing? Does that mean that the outfit (even collection) has been in production and in the market already? So then, what purpose does the showing at a Fashion Week serve other than as a P.R and branding (not a very good one at that) exercise?
Forget months, let’s talk about a year. Ms. Reddy presented a collection that had pieces that we’ve previously seen as far back as June of last year. Kosher? We think not.
Fashion Weeks serve many purposes, no doubt there. Create a buzz and further an identity of the brand. Showcase innovation, craft, creativity and design. And perhaps most importantly, strike a relationship with the ever so important buyers. Especially true for a nascent industry like ours (we’ve earned the right to say “ours” haven’t we?). But if a collection is already doing the rounds, what purpose does it really serve? And how is it fair to the few good designers doing great work?
A pair of fashion ingénues we may be but pray tell, what are we missing here?
Far Left: Swapnil Shinde, LFW Summer/Resort 2013
Left: Aarti Chabbria At MTV Music Video Awards 2013
Right: Priyanka Chopra At Toofan Trailer Launch, Hyderabad
Far Right: Surendri, LFW Summer/Resort 2013
Left, Centre: Sonam Kapoor At Femina Womens Awards 2013 Press Meet
Far Right: Masaba For Satya Paul, WIFW A/W 2013
Left: Bipasha Basu At Her Birthday Celebrations, Goa
Right: Preeti S Kapoor, WIFW A/W 2013
Left: Madhuri Dixit At Jhalak Dikhla Jaa 5 Launch
Right: Anushree Reddy, LFW Summer/Resort 2013
Photo Credit: Viral Bhayani, Ragalahari
37
