India Kids Fashion Week names Sony Yay! official partner

By

Isabelle Crossley

Published
Jul 21, 2017

The latest edition of India Kids Fashion Week (IKFW) will host events in both New Delhi and Mumbai that will be aired on TV by their sponsor 'Sony Yay!.'

The IKFW shows have been scheduled for the 29th and 30th July at the Radisson Blu in Dwarka, New Delhi, and for the 12th and 13th August at the Lalit in Mumbai. Brands that will be featured as modelled by children on the event’s runway shows include Gap Kids, Biba Girls, A Little Fable, and Sheena Luxury.

Sony Pictures Networks India recently launched Sony Yay As their children’s TV channel and, as the events official partner, they will air the event’s various runway shows. The target audience of Sony Yay! is two to 14 year olds and one of its main aims is to foster individuality in children. Sony Yay’s Business Head, Leena Lele Dutta, stated that, “we want to give the kids an opportunity for them to be themselves”. This is also a major focus for IKFW who, according to their website, wants to event to be “attitude building” and aid the “holistic personality development of participating children”.

The children’s fashion market is steadily growing in India and is expected to reach 85,000 crore rupees (1.2 billion dollars) by 2018. IKFW is an opportunity for brands to get started in this nascent market as it continues to grow.

This season will mark the fifth edition of IKFW which is organised by Event Capital, a Laqshya Media Group company and Craftworld Events, which specialises in events, exhibitions, and promotions.