Tarun Tahiliani & Amit Aggarwal collaborate for AIFW

The AIFW is being organised by Fashion Design Council of India (FDCI) in association with Maybelline New York. It will raise the style bar with 16 fresh faces, who will put their best foot forward at the upcoming edition of the fashion week.

"As Amazon Fashion becomes the preferred destination for customers to discover and buy a wide selection of top fashion brands, bringing all that's fresh, trendy and chic to their doorsteps, we are delighted to two of our biggest Indian designers to creatively articulate our campaign thought on AIFW ramp at the country's biggest fashion confluence," said Arun Sirdeshmukh, head, Amazon Fashion.

"AIFW has not just been a trendsetter in the fashion industry, but also a platform for designers, esteemed or budding, to showcase their talent to a broad set of audience. In line with this inspiring format, we are proud to announce that esteemed designers, Tarun Tahiliani and Amit Aggarwal will create a dramatic interpretation of this signature campaign on the ramp and breathe new energy into the season's theme," said Sunil Sethi, president, FDCI.

"This year, we are excited to be presenting the finale with my wonderful colleague, protégé and someone I have learnt a lot from, Amit Aggarwal. ‘Rule Every Moment’ is as fantastic an emotion or spirit, as I have ever heard. It means a plethora of different things but as we show our ‘Ready to Wear’, for me, it represents the most sinewy synthesis of this global world, nowhere represented as much in its diversity, as in Indian fashion where the T-shirt is paired with a sari, a jacket with a salwar and a tunic or dress with palazzos or tights," said Tahiliani.

"The concept for this season's grand finale, 'Rule Every Moment' is an exciting platform for us to put forth a language of fashion that is synonymous to the woman of today. 'Rule Every Moment' defines an actuality of a woman of the nature who is a go-getter in everything she aspires to do and her freedom of expression. It is a beautiful collaboration with the people we have already been working with for so long, but this shall act as a new space for creative engagement that exceeds possibilities in fashion and its business. For me, it is a moment of great joy to be a part of this joint effort with Amazon Fashion, FDCI and Tarun and I look forward to marking this event as a landmark for fashion in India," said Aggarwal.

With over two million fashion products, Amazon Fashion is amongst the largest fashion stores in India with selection across apparel, shoes, watches, handbags, luggage, sunglasses, fashion & precious jewellery. (KD)

Fibre2Fashion News Desk – India