Leading designer, Manish Malhotra sets the stage to present a bespoke collection that will transform the grandeur of the runway into a Virtual Reality show in association with award winning airline, Etihad Airways. Manish Malhotra’s fashion show will be held in Mumbai at ITC Grand Central on August 24th on Day 1 of Lakmé Fashion Week.
As Lakmé Fashion Week goes digital this season,the virtual reality show will break geographical barriers and will give viewers the excitement of actually being present at the show; from backstage to the front row and the post show party.The Virtual Reality video of the show will premiere at an exclusive event after the Lakmé Fashion Week.
This announcement was made at Manish Malhotra’s exclusive preview held at ITC Grand Central and comes just months after Etihad Airways used the pioneering technology to give viewers unprecedented access to the airline’s award-winning Airbus A380 by immersing them in the aircraft cabins in a virtual reality film ‘Reimagine’ featuring Hollywood actress Nicole Kidman.
His new collection spotlights Indian craftsmanship combined with modern silhouettes. The fashion house will showcase its signature embroidery work with textured colours meshing with subtle shimmer and sparkle. Stunning statement ensembles and handcrafted evening wear that will make a trousseau special for every moment surrounding a wedding are on the cards. The show promises to be an experiential setting, a celebration for all the to-be brides.
“I am delighted to be partnering with Etihad as two future forward brands come together- this will be the very first fashion show that will give viewers an experience beyond frontiers, space and time”,commented Manish Malhotra..
This is the second designer collaboration for Etihad Airways after working with the Oscar de la Renta fashion house in Australia earlier this summer.
The association with Manish Malhotra is the latest initiative by the Abu Dhabi-based airline following its recently-announced global agreement with WME | IMG to become the fashion industry’s preferred airline. This will help further enhance the airline’s premium brand positioning alongside the world’s most revered luxury brands. Etihad Airways’ partnership with WME – IMG spans 17 global fashion week events worldwide, including Mumbai, New York, London, Sydney and Milan.
Jaspreet Chandok, Vice President & Head (Fashion), IMG Reliance said, “The Lakmé Fashion Week continues to innovate at the edge of fashion. After doing away with the physical press conference for a digital one, this is the next step towards embracing technology in fashion. A first in the country and maybe the world at a fashion week, viewers will get an immersive experience of a fashion event like never before. This will truly be a benchmark.”
LFW continues with its aim at making digital innovations. After a successful first of its kind digital curtain raiser for the season, this Virtual Reality show is the next big announcement of merging Fashion and Technology. Lakmé Fashion Week has partnered with Xenium Digital, one of the leaders in experiential marketing for the creation of the virtual reality video.