Amazon collaborates with Grand Finale designers for "ramp to reality" show at AIFW

Amazon India’s newly launched fashion portal, The Designer Boutique, will sell clothing as it appears on the runway of Amazon India Fashion Week in real time at the event’s finale on October 15.

Designers including Rina Dhaka (pictured) will have their designers ready to shop as they appear at AIFW's finale - Rina Dhaka- Facebook

Amazon India Fashion Week (AIFW) will have a “see now, buy now” finale runway show. A group of Indian fashion designers have been selected to present a collection of six ready to wear looks each for the runway show, including Rohit Gandhi and Rahul Khanna; Ashish N Soni; Rina Dhaka; Pankaj and Nidhi; and Krishna Mehta.

All collections will be ready to wear as they will be available to order in real time but a wide range of garments and styles will be shown by the different designers. For example, Ashish N Soni will present smart, formal wear, Rina Dhaka will present day wear, and Krishna Mehta will present occasion wear.

Business Head of Amazon Fashion, Arun Sirdeshmukh, said about the AIFW event: “It’s a transformative time for the fashion industry as we leverage technology to offer India’s first instantly shoppable runway at the finale.” Sirdeshmukh also said: “Our See Now, Buy Now initiative allows us to shrink the gap between the experience designers create on the runway and when consumers get to explore these collections themselves. The ready-to-wear lines will be instantly available to order straight from the ramp and [this] is part of our move to make designer wear affordable, available, and accessible with the launch of The Designer Boutique at We look forward to making this festive season even more exciting for our customers.”

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