FDCI Announces India’s First Digital Fashion Week, Here’s Everything You Need to Know

In a big style statement of sorts, India is primed to join the league Paris, Milan, London and Beijing with an online fashion showcase.

The Fashion Design Council of India broke the news on their social media page hinting at a digital makeover and India’s first ever digital fashion week. The chairman of the council, Sunil Sethi confirmed that there has been a trial run of sorts and are updating their technology, keeping a close eye on the developing global events.

“Everyone has always said that India is nascent in the fashion scene and that Paris, London…have been hosting fashion weeks for so many years, We don’t want to be behind in the race anymore. So, we are starting a digital fashion week in the same year as everyone else,” says Mr Sethi, “I am excited and we have seen the same excitement from our designers when we were doing our homework.”

He adds, “The show has to go on. We are not insensitive people who are going to ask people to buy when the sentiment is not right. But, if we don’t prepare ourselves now, we would be in a situation where people are folding up and shutting shops. FDCI in order to continue has pressed the reset button.”  

When…  

“So, the consensus of the designers is still coming in but most of them prefer a date in August for this. Our couture weeks (usually in July end-August) have always been a huge success. The government isn’t saying no to weddings, they are just asking people to reduce the scale of the event. So, if the weddings are taking place, the bride will be dressed up in an outfit of her dreams. And, if her dream is an outfit from an Indian couturier, this will be a platform for her to choose that. We don’t want to wait for July-August to be told that a public event cannot happen. When they say that we want to be ready with a digital event. We are planning for the future.”

What exactly will a digital fashion week entail?

“We are planning a 360-degree approach. So, there will be content, videos and runways. It will not just be one thing.”

Will there be models on the runway?

“At this point, people are stricter with social-distancing because we are all worried about our life. So, if the government allows we will have live models as well. We have already included models in our trial plans as well. The designers and the talent are a key part of a fashion week…but then again, it all depends on the regulations at the given time. But one thing is certain that it will be a no-live audience setup. The audience will be digital.”  

How can the buyers be involved?

“We have always insisted on the business of fashion and that is on our top priority. We have already done the ‘see now, buy now’ runway concept before during our partnership with Amazon. We will be more than happy to have an E-commerce partner where the designer and the website make a sale. FDCI is not concerned about the sales, we just want to give the designers a platform to connect. It is easier with pret, but in couture, even if you say buy now you need to consider the nuances that the garment is bespoke and needs to be fitted.”   

Cosmo also spoke to veteran designers and models to know their take on the new normal and here's what they had to say:

‘Going digital is the need of the hour…but fashion weeks will not lose its essence of humanity’

- Deepti Gujral, model and artist

"Even though I don’t really know how exactly this digital fashion week will manifest but it does sound very exciting and I am glad FDCI is taking a stand such as this. Many industries have been hit hard due to the pandemic, more so the fashion industry. This will be a great opportunity to show solidarity among the designers, models and everyone who is part of this program to make a statement that we are not going to get defeated by the current situation and not get disheartened. There is always a light at the end tunnel.

We have all watched sci-fi and fantasy movies but I have never imagined that I would ever live through a situation such as this in my lifetime. It is almost like a war between humans and a virus. If you look at it in a dramatic way. My mum was born in 1947 and she knows the after-effects of war but even so she says that she has never experienced anything like this before. So it is not only going to affect us now but even in the generations to come. We don’t know anything about it and it has affected the whole world. So, even though we are going through tough times, I still feel that we shall overcome this aspect of our life. So, the moment the vaccine comes in, hallelujah we will be back in action!

The only thing constant is change. So, even though fashion weeks are going through a change, when things settle down a bit, maybe not now, it will be changed but it will not lose its essence of humanity. Right now, going digital and social media is the need of the hour. But it is my opinion, then again I am not a scientist nevertheless I just feel human beings will want the real aspect of a fashion week eventually when things get better.      

‘Digital fashion week is a positive step towards sustainability’

- Urvashi Kaur, fashion designer and Associate Member of FDCI

“With the world in a state of suspension, we're all looking at the future with a sense of hope and expectation. In such a scenario it's very important to rethink existing formats to make way for newer, more relevant ways of working and coexisting. The FDCI's initiative of digitising and hosting India's first Digital Fashion Week is perfectly timed and definitely the way forward. Being digital enables access to so many more people as well as minimizing the environmental impact of the event as a whole. To me, this is certainly a positive step towards sustainability. I'm so happy to see new benchmarks being set in our industry and am excited to be a part of this forward-thinking movement!”