Amidst COVID crisis, Lakme Fashion Week goes ‘phygital’ with its Virtual Showroom to support designers


With the pandemic of COVID-19 spreading across like wildfire, many industries have come to a standstill, including fashion. Owing to public safety, both big and small designers had to shut down their workshops as well as stores.

Earlier, Lakme Fashion Week along with the Fashion Design Council of India (FDCI) had set up a COVID-19 Relief Fund for small and trying designers in the fashion fraternity to keep them going. This time, the former has presented a unique solution to aid the designers and artisans expand their business.

Recommended Read: Fashion Design Council of India to launch its first-ever digital fashion week amidst COVID crisis

LFW is all set to take us to a ‘phygital’ world with its one-of-a-kind ‘Virtual Showroom’ in India. This would serve as a platform to the designers and artisans to expand their B2B business, connect directly with their customers, and showcase their past and current collection across the world.

Lakme’s Head of Innovation, Ashwath Swaminathan stated that this showroom would make transactions ‘more transparent and convenient’ while Jaspreet Chandok, Head of Lifestyle Businesses at IMG Reliance, hoped that this innovation would provide strength and support to the industry. “With the LFW Virtual Showroom, there’s hope for the fashion world to adapt in new ways that may provide better solutions. We hope that innovations such as these will provide the strength and support our industry is in the need of thereby keeping the Lakme Fashion Week platform as relevant as it has always been,” he said in his statement.

This Virtual Showroom is accessible to all the Indian designers and artisans who wish to be a part of it without any charges or fees.


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Well, we can’t wait to enter this ‘phygital’ world, what about you?

(Source- Lakme Fashion Week)