Nexa launches India's first ever digital couture with LFW

"Nexa Digital Couture promises to bring to consumers a one-of-a-kind innovation of the digital age that allows for customised couture and an enthralling user experience," Lakme and IMG Reliance said in a joint press release.

Each designer—Abraham & Thakore, Payal Singhal, Amit Aggarwal, Huemn, Kanika Goyal and Ridhi Mehra—will be developing a sketch that will then be transformed into a 3D virtual garment, rendered on a model for the showcase.

Though this innovation works as a solution during COVID times, Nexa Digital Couture paves a new way of showcasing garments and consumption. Bridging the gap between the virtual and physical worlds, the designers can convert the virtual dress to physical on request or sell it as an outfit that can be worn digitally by the consumer.

“The introduction of Digital Couture moving beyond physical restraints marks yet another first not only for the platform but also for the country. We are extremely thrilled to bring Nexa Digital Couture – a never-seen-before innovation through our partnership with Nexa. This futuristic concept marks the next step in consumer dressing and purchase,” said Jaspreet Chandok, head-Lifestyle Businesses, IMG Reliance.

“Considering the times we live in, customers have changed the way they consume media. They are leaning more towards digital. This prompted us at Nexa to bring something new and innovative in line with our philosophy of Create.Inspire. In association with Lakmé Fashion Week, Nexa is introducing India’s first-ever Digital Couture. It is a unique concept that will redefine the fashion and lifestyle space in the coming years. Nexa is delighted to collaborate with six distinguished fashion designers to put this concept into reality,” said Shashank Srivastava, executive director-Marketing and Sales, Maruti Suzuki.

Fibre2Fashion News Desk (RKS)