17 Aug 2016

LFW, Manish Malhotra announce next step in digital revolution

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As the Lakme Fashion Week #LFW goes digital this season, designer #ManishMalhotra will present a bespoke collection that will transform the runway into a Virtual Reality show in association #EtihadAirways post the fashion gala.

The five-day fashion event will start on August 24 at St. Regis hotel, here and Manish Malhotra's fashion show will be held in Mumbai at ITC Grand Central on opening day. However his show will be shot and will transform into a virtual reality video that will premiere at an exclusive event post the fashion event.

The announcement was made at Manish Malhotra's exclusive preview held at ITC Grand Central

Malhotra's 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.
One can also expect statement ensembles and handcrafted evening wear that will make a trousseau special for every moment surrounding a wedding. The show promises to be an experiential setting with 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,” said the designer.

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.

Etihad Airways' partnership with WME - IMG spans 17 global fashion week events worldwide, including Mumbai, New York, London, Sydney and Milan.

This is the second designer collaboration for Etihad Airways after working with the Oscar de la Renta fashion house in Australia earlier this summer.

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