The Fashion Design Council of India (FDCI) announced its journey forth into the digital sphere in the time of the pandemic. While most business models have turned to digital solutions, the FDCI brings India’s fashion scenario to online platforms now. The apex fashion body announced, on May 26, India’s first-ever digital fashion show. The announcement came through a teaser on the fashion body’s social media. Much excitement among the designers and enthusiasts welcomed the post. The event will include a combination of physical and digital events and hence, will be a ‘phygitical’ one.
However, the dates of the digital fashion week have yet to be finalized. Anyway, the designers would like this to be organised around August. Usually, end of July-August is the time for the FDCI hosts its Annual Couture Week, each year.
Sunil Sethi, Chairman, FDCI shared with IANSlife, “Right now, we have no choice but to invent the wheel and press the restart button. In the lockdown, we are left with doing nothing. Work from home does not apply to us. We had put this on trial and realised we can do it. We have got nods from the designers, the board and the buyers. At the moment, this is what will bring back the excitement and business. We have announced this seeing the mood of the public.”
He further added, “We are working for the fashion designers, buyers and the infrastructure that has supported us like the models, makeup artists. Instead of an on-ground fashion week, we will do it within our office, at Taj Palace or hire a place. We can digitally create a set and we can ask live models to come in. We can then record it and show it the next day or after all five days are done. It will be ‘phygitical’ — on the ground (physical) and digital.”