Mumbai, Aug 25 (IANS) Manish Malhotra has created trends with his effortless creations, and now he has set another milestone by showcasing the virtual reality fashion show at the ongoing Lakme Fashion Week (LFW) Winter/Festive 2016. The fashion designer credits technology for the exposure of fashion in the country, saying the world has become flatter because of social media.
Malhotra says that LFW is very special for him as both his label and his association with fashion week turn 11 this year.
“So, this season we presented yet another milestone with a show that celebrates a couple of firsts. The Manish Malhotra label has become the first Indian brand to partner with Etihad Airways as well as the first brand in India to ever present a Virtual Reality fashion showcase,” he told IANS on the sidelines of the fashion gala.
When asked how technology has helped boost the fashion industry, he said: “In this day and age, technology is an integral part of our lives. The world has become flatter thanks to social media and smartphones.
“The effects of this are much apparent today when it comes to fashion. What you see on the runway is in your wardrobe in a few weeks. With my Winter-Festive 2016 Collection, couture-lovers across the Etihad network will be able to view the collection,” he said.
For him, there is one major thing that technology has given to the fashion industry.
“The most important contribution that technology has made to fashion is facilitating access. Today, it does not matter which part of the world an outfit is created; there may be a consumer for it across the world, many time-zones away,” he said.
Malhotra is not only the king of fashion runways but during his 25 years as a stylist in the film industry, he has designed looks for Urmila Matondkar, Karisma Kapoor, Kajol, Rani Mukerji, Aishwarya Rai Bachchan, Preity Zinta, Sonam Kapoor, Alia Bhatt and Deepika Padukone.
So what more is there to achieve now?
“There is so much more! Last season, I would never have thought that we will present a virtual reality show and here we are. There is no better teacher than an open mind,” he said.
(The writer is in Mumbai at the invitation of LFW organisers. Nivedita can be contacted at firstname.lastname@example.org)