Fashion

You can now buy the AIFW Grand Finale looks straight off the runway

Talk about fast fashion

Following in the footsteps of international luxury brands like Burberry and Tom Ford, India will soon see its first Grand Finale 'see now, buy now' runway show at the Amazon India Fashion Week in Delhi. Specially curated for the Grand Finale, the ramp-to-runway spectacle will feature designers Rina Dhaka, Rohit Gandhi & Rahul Khanna, Ashish N Soni, Krishna Mehta and Pankaj & Nidhi, who will each present a capsule collection of six ensembles.

"This move comes at the right time as it will make India a part of the global fashion scene," says Pankaj of Pankaj & Nidhi. "This way, we will be able to reach out to tier 2 and tier 3 cities that don't have access to our designs," he adds. "Social media is a big proponent of fashion in India," explains Krishna Mehta. "The new generation wants everything instantaneously, and this concept will bridge the gap." As soon as the models hit the ramp, all the designs will immediately be available at The Designer Boutique on Amazon.in.

Pankaj Nidhi illustration 1
A sketch from Pankaj & Nidhi's S/S '18 collection

Pankaj and Nidhi will be showcasing a festive prêt collection with their signature appliqué motifs in a brand new colour palette — cobalt and black — that will see wearable handcrafted pieces like jumpsuits, shirt jackets with asymmetrical hemlines, long jackets, capes and off shoulder dresses. "The collection is more fashion-forward, as we are trying the See Now, Buy Now feature for the first time, but we have stayed true to our workmanship and price points," says Pankaj.

MEHTA 2
A sketch from Krishna Mehta's '18 collection

Krishna, on the other hand, has tried something new. "This collection is aimed at the younger women of today and is easier on the pocket," she says. Occasionwear like lehengas, jackets, draped dresses, draped pants with blouses and bolero jackets in soft pastel colours like peach, pink, ecru, ivory and powder blue will be available to shop instantly from Krishna's capsule collection.

KRISHNA MEHTA
A sketch from Krishna Mehta's '18 collection

The Amazon India Fashion Week Grand Finale S/S 18 will take place on October 15.