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Published
Sep 13, 2019
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India Runway Week holds first ever virtual fashion week

Published
Sep 13, 2019

India Runway Week has launched its latest edition as an Instagram-exclusive, a first for the event. The digital event launched on September 12 and ran until September 15 featuring 35 Indian designers. 

Samantha Chauhan’s digital runway presentation at India Runway Week - India Runway Week- Facebook


The Indian Federation for Fashion Development’s India Runway Week went digital this season. The fashion week’s 12th edition featured images of featured designers’ collections posted on Instagram as a continuous scroll to democratise the concept of runway shows. 

Thursday, day one of the fashion week, closed with a runway show by Samantha Chauhan, the photos of which were released on Instagram. Chauhan’s traditional wear collection featured heavy embroidery and a colour palette of reds and pinks. Other designers participating in the event included Nikhil Thampi, Siddharth Tytler, Ashima Leena, Poonam Dubey, Nikhita Tandon, Kaaisha by Shalini, Niki Mahajan, Anjalee Arjun Kapoor, and Manish Gupta. 

“It’s so strange to see that fashion weeks influence everyone, yet they are exclusive for certain group of individuals to experience it,” IFFD founder Avinash Pathania told the Hindustan Times. “To me that doesn’t make sense. I love the inclusiveness of Instagram.”

The event’s launch was also the launch of Avon Lingerie in India. Avon Mark cosmetics are also used for the makeup looks created to accompany the collections.  

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