Wills Lifestyle's successful 'Ramp to Rack' initiative

06 Apr '10

5 min read

Enthused by the overwhelming response, Wills Lifestyle plans to expand the initiative and is set to introduce more than 250 individual creations of prêt and diffusion designer-wear on an annual basis. Consumers at Wills Lifestyle stores can access exclusive ensembles from designers like JJ Valaya, Rohit Gandhi – Rahul Khanna, Manish Arora, Rohit Bal, Shantanu & Nikhil, Rajesh Pratap Singh, Rina Dhaka and Ranna Gill.

Designer clothes had niche clientele; Wills Lifestyle's designer wear initiative is expanding that base. The Wills Lifestyle Signature line is for both men and women. Pricing is premium, yet accessible ranging from Rs 3000 to Rs 15000.

Wills Lifestyle is strongly established as an internationally competitive lifestyle brand with its premium imagery, vibrant product portfolio and world class shopping experience. We see this association as a natural one - a uniquely synergistic opportunity for the partners of the Wills Lifestyle India Fashion Week to create new benchmarks in the fashion & lifestyle space and gain global recognition.

The DEBUT - An initiative by Wills Lifestyle.
We have instituted a unique platform that is aimed at promoting young fashion talent called The Debut. This is in line with our commitment towards wider engagement with the fashion fraternity and promoting young & fresh talent.

The Debut, an annual event with support from Fashion Design Council of India launched in March 2007 aims to encourage students of fashion through showcasing, recognizing and rewarding outstanding talent.

This year, in the fourth edition of 'The Debut', over 320 students from leading fashion institutes like NIFT, NID, Pearl Academy of Fashion sent in their entries, out of which 45 were selected to showcase their designs in regional rounds held in Mumbai, Kolkata & Bangalore in front of eminent jury comprising of designers like Manoviraj Khosla, Anita Dongre, Priyadarshini Rao and Monapali in respective cities.

Fourteen finalists were selected for the finale round in Delhi, where talents across India competed for a sponsored trip to an international fashion destination and an opportunity to work with ITC Limited.

Through this platform, we provide an opportunity to the fresh talent to engage with the established designers and this initiative promises to make Indian Fashion a recognized name in the global arena.

The Debut has already added a new dimension to our engagement with various constituents of the fashion fraternity including designers, students of fashion and models. We are sure the initiative will go from strength to strength in the years to come.

Fibre2fashion News Desk - India

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