Instagram is the new darling of the fashion weeks. Providing fans with a first look or behind the scenes on Instagram has long been a central part of the social media strategy for the participating designers of any fashion week but now we have fashion week designed specifically for Instagram, replacing the standard fashion week experience.
The idea is to stitch the images from the shoot into a long, horizontal scroll, and then upload them to Instagram as a series of “tiles.” The end result: A first ever Instagram fashion week. IFFD’s India Runway Week, Instagram edition that effectively hacks the Instagram design from 12th September to 15th September in order to create a full-screen, immersive experience was the first fashion week implementation on the social media platform.
“It’s so strange that fashion week influence everyone yet they are exclusive for certain group of individuals to experience it. To me that doesn’t make sense,” Avinash Pathania Founder IFFD says, experimenting first ever Instagram fashion week “I love the inclusiveness of Instagram.”
Stating on this digital-first strategy, Kiran Kheva, fashion director said “Instagram edition of India Runway Week will mark global change” which had its debut in 2013. She added “ In our 11 season of standard fashion week show playbooks we have always broke many fashion week tradition and always tried to reach out to masses whether making shopping mall as a venue for the event or doing this special Instagram edition and I should also admit that we always got benefited in breaking them”
The India Runway Week Instgram edition, the benchmarked event witness around 32 designers which includes regular fashion week participants like Siddharth Tytler, Ashima Leena, Jaivik Nari, Poonam Dubey, Nikhita Tandon, Kaaisha by Shalini, Niki Mahajan, Anjalee Arjun Kapoor, Manish Gupta for label Ekam, Ashfaque Ahmad, Varija Bajaj, Bani Khurana, Akassh K Agarwal (Jewelry Designer) and many others.
The young designers like Rajyalaxmi Gubba, Deepthi Ganesh, Aayana by Siimi, Mona Vora, Lumeegee by Priya Ghosh, Bubber Couture are the the few designers whose collection were appreciated by the viewers.
Harkamal Kaur, a post graduate student from a very small city Abhor (Punjab) commented on the official handle of IRW insta page that "Loved to witness the fashion week at same minute as anyone who is their in Mumbai or New Delhi"
India Runway Week Instagram edition also marked the launch of Avon lingerie in India where they present the collection of Rina Dhaka exclusively teamed up with their lingerie. Nida Mahmood opened the Instagram Fashion week and Rohit Bal did the grand finale. Samant Chauhan, Niki Mahajan & Siddartha Tytler were the designers who did day finale of the event.
The next edition of same event will take place in February 2020.
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