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By
Fibre2Fashion
Published
Feb 9, 2017
Reading time
2 minutes
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Jeweller Mona Shroff to open first India Intimate Fashion Week

By
Fibre2Fashion
Published
Feb 9, 2017

Intimate Fashion Week has announced jewellery designer Mona Shroff will open the first edition of IIFW with her 2017 collection, one of the first luxury brands to be present alongside India’s top intimate wear talent. Shroff is engaging with IIFW to break the stereotype about intimate wear.


IIFW is the only platform in India, which would unveil and provide great opportunities for designers to show their talent and make India one of the pioneers in intimate wear, as lingerie is deemed taboo


“Intimate wear is a taboo in India, where the women would love to buy expensive and sexy lingerie but shy away from discussing it," said Shroff, who is also the vice president and COO of World Indigenous Fashion Week (WIFW), and a council member representing India and Hong Kong.

"Even the designer community is all gaga about international brands and their style but has done little to promote native intimate wear designers or even encourage education in this area. With IIFW, that will change," she added.

Shroff has showcased in various fashion shows like Lakme Fashion week, India Beach Fashion Show, Fiji resort fashion show, India Fashion Week Dubai and Miss India Pagent. Shroff has been designing for in-house labels of Selfridges (London) and Galleri Lafayette (Paris). Her production lines are in Italy, Spain, Korea, Taiwan, Indonesia, Philippines and China.

“We are very excited to start our first venture with such a worldwide celebrated designer who is not only creative with her designs, but also understands the power of fashion, especially in the intimate wear zone. We look forward to opening the show with Mona and changing the intimate wear realm forever,” said Niraj Jawanjal, founder of IIFW.

IIFW is the only platform in India, which would unveil and provide great opportunities for designers to show their talent and make India one of the pioneers in intimate wear. The focus is also on educating women about intimate wear and shedding the taboo around it. IIFW promises to bring an intimate fashion revolution by appreciating domestic talent and encouraging Indian women to be bold and confident.

The event exposes both emerging and established brands and designers, manufacturers and distributers from India and around the globe, spanning market categories of lingerie, loungewear, sleepwear, legwear, lingerie accessories, men’s underwear, swimwear, beachwear, shapewear and more.

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