India's first intimate fashion week in Mumbai this Jan

The first edition of IIFW is a platform designed to shed a powerful spotlight on all facets of the intimate apparel and personal care industry. It will bring together emerging and established Indian and international lingerie brands, lingerie designers, lingerie e-commerce, lingerie stylists and experts, next-generation lingerie talents, intimate wear bloggers, sponsors, manufacturers and distributors and numerous unique visitors from diverse fields.

“Intimate wear, such a big sector, rather world’s largest sector, deeply rooted in every person’s life across the globe is still unexplored in India. However, India is now opening up to all kinds of evolutions, revolutions, entrepreneurships and experiments on fashion. Despite this, we were unable to find any worthwhile fashion platform that promotes, showcases intimate wear and its related talent,” said Niraj Jawanjal, director and founder, IIFW.

“Surprisingly, percentage of Indian students considering it as a career option is also very low in India. It is from this need gap and to ensure India’s representation in a world reckoned category with significant growth potential that IIFW was born,” he added.

Wedding (bridal) lingerie and wedding couture is taking a big leap due to its massive acceptability in India. This segment will also be included along with premium evening/nightlife couture on this glamorous ramp to make it even more alluring and relevant.

“In India, intimate wear and lingerie fashion is still in its nascent stage with communication being limited and constrained. With IIFW, we intend to plug this need gap and drive engagement, high decibel idea exchange and conversation amongst all potential stakeholders - brands, customers, designers etc.,” said Amit Pandey, media head and associate partner, IIFW.

Speaking about the social media strategy for the premium venture Pandey further added, “Our social media campaigns are focused at breaking the mindset barrier and facilitating open conversations around the category. This is a category that is poised for significant growth and we are confident of great participation from the industry this year. We hope to able to take this towards international scale and standards over the next three years.”

IIFW is intended to emerge as a platform that represents both emerging and established brands from around the country and gradually across the world. (KD)

Fibre2Fashion News Desk – India