Does The Attract Of Trend Weeks Belie Their Inherent Anachronisms In A Put up-Consumerist Society Pushed By Acutely aware Consumption Patterns And Inclusivity?

Textual content by Ranjabati Das, with inputs from Akanksha Pandey and Sarah Rajkotwala. Pictures by Naomi Shah and Asad Sheikh.

The discourse across the reordering of priorities in addition to long-standing energy dynamics throughout the trade — introduced on by rising shopper consciousness and the democratisation of trend via digitalisation and social media, and geared in the direction of making trend extra sustainable and inclusive — has already taken centre stage in recent times. And, as anticipated, the return of the bodily format of FDCI x Lakmé Trend Week in March 2022, after two years of warning exhibited via phygital variations in a post-pandemic world, gave contemporary impetus to the dialog across the relevance of trend weeks, one of many many contentious sides of an trade in want of dire change.

In an effort to create a roadmap for the longer term, Verve brings to you a motley assortment of opinions to dissect the legitimacy of the delight of place trend weeks have come to take pleasure in over time and the world over regardless of the dissonance created by an outdated mannequin that leaves a lot to be desired by way of entry and monetary yields. Pointing in the direction of a spate of modifications deemed important to make trend weeks extra present, experiential and interpersonal, these reiterate the necessity to problem the established order and reclaim a extra genuine face of trend, most seen maybe in trend week’s potential to encourage and supply an area for celebration, drive innovation, mould expertise, make statements and deal with collective cultural histories.

On the newest version of the occasion, members of the style fraternity weigh in on the professionals and cons, the return to the concept of the style present as spectacle powered by celebrities and influencers, and the significance of reinvention:

Rajesh Pratap Singh

“It offers us a timetable, a singular platform for designers and their communication. A calendar for the trade. And it makes the expertise handy for consumers.”
-Rajesh Pratap Singh of his eponymous label.

Abraham & Thakore

“Trend showcases serve completely different functions to completely different stakeholders. Firstly, trend reveals are an incredible platform for us designers to creatively highlight our distinctive values to merchandisers, consumers and trend trade professionals. Secondly, we get to talk to the media instantly in addition to via our showcase, which supplies us a voice. Thirdly, on this age of social media, we additionally get to talk on to the customers, who can take part remotely.”
-David Abraham and Rakesh Thakore of Abraham & Thakore.


“In the mean time, there aren’t many consumers. Trend week is extra of a media train these days. Because of the quantity of stimulation we obtain on social media by way of the inflow of labels and trend imagery, the inventive trade has been pushed to a nook. Maybe we have to reinvent the mannequin of trend weeks. As a lot as I take pleasure in presenting on the runway, it doesn’t all the time translate into enterprise.”
-Rina Singh of Eka.

Pankaj & Nidhi

“Trend reveals ought to experiment and take dangers. They must encourage upcoming designers and never simply goal the influencer market. Designers get to inform their tales, reaching inventive satisfaction. However, one way or the other, glamour has taken up a big area, the showstoppers are prepared earlier than the clothes.”
-Mohit Ahuja, influencer.

Satya Paul

“Trend week was a refreshing expertise after so lengthy. After the gloom of the pandemic, all people wanted a trigger for celebration, and trend week solidified the truth that trend isn’t lifeless. It proved the relevance of designers, outdated and new.”
-Ankith ES, stylist.

Studio Medium

“The interplay and engagement price on social media is greater throughout these occasions and it helps your web page attain new audiences. They result in quite a lot of new enquiries, a few of which do develop into fruitful!”
-Riddhi Jain of Studio Medium.


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