MANISH MALHOTRA and ETIHAD AIRLINES join hands for digital revolution at LFW’16

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Manish Malhotra is one of India’s leading and finest fashion designers who has dedicated his life to working in and for fashion. He revolutionized Indian cinema with his fresh approach towards fashion and created his opulent couture label by his namesake. He has been in the industry for over 25 years now and has been breaking barriers and redefining style.

As Lakmé Fashion Week goes digital this season, the designer has collaborated with award winning airlines, Etihad Airways to transform the runway into a world of virtual reality. Etihad Airways have previously been in association with acclaimed designer Oscar de la Renta in Australia last summer.

The main purpose that this digital fashion show will serve will be to overcome geographical barriers and give a complete insight to the viewers into the world of fashion. Whether it is the activity backstage or the privilege of front row or even the inside scoop at the post show party, the viewers will have access to it all. The focus behind this idea is to let the viewers enjoy the excitement of actually being present at the show, without having to struggle to arrange for passes.
On this exciting new association, Manish Malhotra comments, “I am delighted to be partnering with Etihad as two future forward brands come together- this will be the very first fashion show that will give viewers an experience beyond frontiers, space and time”.
His new collection will be unveiled at Day 1 of Lakme Fashion Week to be held in Mumbai on August 24th at ITC Grand Central. The collection is expected to be nothing short of the magic that he always deliver on the runway. Staying true to roots, he will take elements from Indian craftsmanship and fuse them with modern elements, playing with silhouettes, patterns and palettes.

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L.R. Jaspreet Chandok – IMG Reliance, Emina Taher – Etihad Airways, Manish Malhotra and models at the preview

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PurnimaLamba, Head of Innovation, Lakmé said, “Our association with Manish is a longstanding one and he continues to reinvent himself for Lakmé Fashion Week. This year Manish’s runway magic goes one step further with a virtual reality experience. We are all looking forward to this one!”

Jaspreet Chandok, Vice President & Head (Fashion), IMG Reliance said, “The Lakmé Fashion Week continues to innovate at the edge of fashion. After doing away with the physical press conference for a digital one, this is the next step towards embracing technology in fashion. A first in the country and maybe the world at a fashion week, viewers will get an immersive experience of a fashion event like never before. This will truly be a benchmark.”

Patrick Pierce, Etihad Airways Vice President Sponsorship, said: “The fashion industry and Etihad Airways represent an ideal brand fit, sharing attributes of being ambitious, innovative and creative – key characteristics that are reflected in our renowned inflight service and hospitality

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