Under the theme, nine top designers—Rajesh Pratap Singh, Rahul Mishra, Aneeth Arora, Abraham & Thakore, Anju Modi, Samant Chauhan, Rohit & Rahul, Amit Aggarwal, and Pankaj & Nidhi—will present five to six ensembles using new age interpretation of India design elements , textiles, silhouettes and craftsmanship in tones of indigo blues, earthy hues and white.

Amazon.in's 'India Modern' themed grand finale has been curated with an endeavour to bring together top designers to showcase their modern styles and sensibilities of contemporary India, which is deeply embedded in its traditional roots, yet remain relevant in a global setting using traditional textiles.

The company also announced the launch of 'India Modern' store that will showcase gorgeous and delicate handcrafted work of art with an aim to revive traditional textiles in a new light. With over 2000 products across apparels, shoes, jewellery, bags, watches and sunglasses, the store is an amalgamation of Indian classic styles and western silhouettes that will offer customers curated looks.

Susan Saideman, vice president, global  vendor management, Amazon, said on the occasion, “We have decided to theme the grand finale on 'India Modern' as we believe India has two distinct stories to tell today; one which is about its past, its culture, its rich heritage; and the other is about its transformation and adaption to the current times. The theme remarkably connects ethnicity with modernity to match up the modern as well as the traditional fashion sensibilities. Also, in line with our vision to transform the way India buys and sells, we have launched an 'India Modern' store on Amazon.in for our fashion forward consumers”. 

Sunil Sethi, president, Fashion Design Council of India (FDCI) said, “We are excited to present 'India Modern' with the aim of reviving India's luxurious craft traditions and representing them with a modernistic, revivalist approach. With Amazon India's unflinching support, nine veteran designers will not only work with artisans to present new-age sensibilities, but also encourage entrepreneurship and continuation of rich Indian tradition. Our effort remains to resuscitate our textile heritage and this is one step in that direction.”  (HO)

Fibre2Fashion News Desk – India