After the phenomenon success of the previous edition of
fashion extravaganza India Runway Week, the India Federation for Fashion
Development (IFFD) is once again all set to provide the young talents of the
fashion industry with an extraordinary platform to showcase their talents with
the help of events and concepts like Fashion Summit, India Runway Week (with
the support of Premia Group), IFFD Calendar and many more. These platforms
provide an opportunity for young designers to display their work to the
prospective buyers and establish themselves with the help of media.
Fashion Industry is constantly revolving and it is getting
increasingly challenging to get noticed. Our Indian celebrities prefer
international brands rather carrying young designer work simply because of
brand recognition. To break this trend,
IFFD is working to provide support to the creative designer so that we Indian
can truly display our creative talents to the world at large.
“Fashion designing
itself is a very strenuous profession. With mushrooming so many fake designers,
we felt a strong need for a forum where
we can give a platform to these brilliant designers and help them to establish
themselves so we brought IFFD” Avinash Pathania, Founder, IFFD. Adding to his
view Kiran Kheva (Co-founder, IFFD) summed “I have personally witness many
young designer being forced to change career as the scope seemed limited.
However the situation has improved with the invent of multi brand designer
outlets and increasing platforms for young talents.” she points out.
“In comparison with ten years ago, the situation is really
much better for young designers now. In the past five years we have seen
increase in multi brand retailers, and few platforms for young designers have
been set up like Premia India Runway Week” says Tarun Shienh, CMD at Premia
Group.
Marketing is in inclusive step for designer. Young designer must have an commercial approach along with the artistic view so that
it provides a the client a reason to justify the cost. However, young designers are often priced in
the same bracket as established ones underlines.
“What made me determined to show my label at India Fashion
Summit was that I saw big brands fail and mediocre brands succeed. Sometimes it
about right mix of marketing . You need to have a good platform to showcase
your work, be visible, have faith, and it works” explains Rosy Ahluwalia who
showcased her work for the first time at India Fashion Summit in year 2012. As
Swati Modo (Shoe designer) points out: “At IFFD platforms, what counts is the
freshness in the design”. “I was looking for a platform which was fresh and
support young talent. IFFD is supporting young designers like me. ” explains
Saurabh Khandelwal who was part of first season of Premia India Runway Week.
The young designers often act impulsive and look for
shortcut, trying to skip stages. “Some of them, when they graduate, think the
market’s waiting for them. The best advice for anyone who intends to set up
their own brand is to work for a big brands or another designer for a good two
or three years. Training with one brand then another, learning about the
clients, retail, building a collection, buying materials, etc definitely helps.
From there you can take the step forward and set up your own brand, your own
network of influence in the press, within the industry, etc.” explains Avinash
Pathania. Raakesh Aggarwal worked under Tarun Tehiliani for years, this is
where he learned so much and enabled him to get to where he is today. Setting
up your own brand is not the only solution for a young designer. Great careers
can also be had in the studios of the big name houses.
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