Tuesday, February 22, 2011

Japanese Designers come calling to Lakmé Fashion Week Summer/Resort 2011


  • Lakmé Fashion Week (LFW) continues to integrate India into global fashion world by associating with Japan Fashion Week (JFW)
  • Tokyoeye - a unique cross-cultural exchange initiative by Japan’s Ministry of Economy, Trade and Industry (METI) brings the best of Japanese fashion to Lakmé Fashion Week
Mumbai, February 22, 2011: Lakme Fashion Week (LFW), India’s premier fashion event and Ministry of Economy, Trade and Industry (METI), Japan have inked a collaboration with their cross-cultural exchange initiative, Tokyoeye, that will see the best of Japanese fashion talent showcasing in the upcoming LFW Summer/Resort 2011. The government-aided project aims to create enterprising relationships and provides access to international collections to buyers from India and all over the world.
As per the tie up, Japan Fashion Week will be exhibiting 8 designers at LFW, out of which 3 designers will showcase their collections at a show on 11th March during Lakmé Fashion Week scheduled from March 11 to March 15 2011. Renowned brands like Somarta by designer Tamae Hirokawa; Motonari Ono by designer Motonari Ono and Araisara by designer Sara Arai will be seen on the LFW runway this season.
The collections being presented by the Japanese designers vary greatly like the label “araisara” by designer Sara Arai. Inspired by culture, scenery, natural surroundings, and spirit of the Orient in order to express the connection between traditional culture and fashion through new eyes, “araisara” delivers through fashion, our dreams to the current world and our culture to the world of tomorrow.
Designer Tamae Hirokawa of label Somarta is already famous for her ‘skin series’ which was based on the concept of 'the possibilities of apparel for a body'.
Talking about the collaboration, Anil Chopra, CEO, Lakmé Lever said, “We are extremely pleased to announce this association with Ministry of Economy, Trade and Industry (METI), Japan. This further solidifies our mission of Integrating India into the Global Fashion World and also opens a new market, closer to home, amongst the Asian countries. This will also, give an opportunity for Indian audience and trade to witness inspiring and creative Japanese fashion designers.”
Sharing his views, Ravi Krishnan, Managing Director-IMG South Asia and Senior Vice President-IMG said, “LFW is committed to providing the strongest business platform for designers and buyers alike. As a result of this commitment, season over season, LFW participating designers have the greatest access to the leading domestic and international buyers. LFW is the only major Indian platform that is open to cross border designer participation as this provides greater exposure to the international buyers and media for all LFW designers. Tokyoeye’s participation at LFW, further illustrates the value this event creates for all stakeholders, and also positions India on the main stage of the global fashion market through LFW.”

About Lakmé Fashion Week:
Lakmé Fashion Week (LFW) is jointly organised by Lakmé, the No.1 cosmetics and beauty services brand in India and IMG, the global leader in fashion weeks and event production. LFW has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world”. LFW is organized twice every year. LFW Summer/Resort 2011 will be held from March 11 to March 15, 2011 at Grand Hyatt Hotel, Mumbai. For further information log on to http://www.lakmefashionweek.co.in

About Lakmé:
The contemporary and expert in the beauty industry, Lakmé continuously innovates to offer a wide range of, high performance color cosmetics, skincare products, and beauty salons. In addition to leveraging Unilever’s worldwide expertise, Lakmé also partners with the leading cosmetic house; Milan-based Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila. Combining international cosmetic technology with an in-depth understanding of the Indian woman’s needs, Lakmé also offers its consumers a holistic ‘Beauty Sutra’ experience through its products and services at the Lakmé Studio and Salons. For further information log on to www.lakmeindia.com

About IMG Fashion:
IMG Fashion is dedicated to facilitating a gateway to the fashion world - from creation to consumer. We offer solutions that seamlessly connect and associate fashion’s key constituents and corporate brands using IMG’s global resources, influence and expertise. Within the fashion industry IMG represents the world’s top models, leading designers and the most influential photographers, art directors and stylists. The division produces the leading fashion events around the globe and represents many of the industry’s top organizations and federations as well as works with various local and national governments, creating regional and international fashion platforms. For more information on IMG and its business visit www.imgworld.com

For further information, please contact:
Jigna Shah /Neha Khetan
Genesis-Burson Marsteller
M: 98203 20767 / 9820249045
E: jigna.shah@bm.com / neha.khetan@bm.com

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