Amazon brings ‘Ramp-to-Reality’ at finale of AIFW SS’18 with 'See Now, Buy Now'

This festive season, Amazon Fashion has collaborated with its Grand Finale designers to bring Ready-to-wear capsule lines from the finale straight to consumers. The first ever “See Now, Buy Now” runway collections will be immediately available to buy during the finale, scheduled on 15th October 2017, at the recently launched The Designer Boutique at


Indian designers including Rina Dhaka, Rohit Gandhi & Rahul Khanna, Ashish N Soni, Krishna Mehta and Pankaj & Nidhi will present their prêt-à-porter lines with six pieces each at AIFW SS18 Grand Finale. These “See Now, Buy Now” capsule lines include festive ensemble across evening-wear, handcrafted in crisp silhouettes by Pankaj & Nidhi, smart-formals in textured jacquards developed in knit fabrics by Ashish N Soni, and occasion-wear collaged together from block printed, tie dyed and embroidered fabric by Krishna Mehta, every-day wear in fluid silhouettes by Rina Dhaka and wardrobe essentials in symmetrical drapes by Rohit Gandhi & Rahul Khanna. 

“It’s a transformative time for the fashion industry as we leverage technology to offer India’s first instantly shoppable runway at the finale”, said Arun Sirdeshmukh, Business Head, Amazon Fashion. “Our See Now, Buy Now initiative allows us to shrink the gap between the experience designers create on the runway and when consumers get to explore these collections themselves. The ready-to-wear lines will be instantly available to order straight from the ramp and is part of our move to make designer wear affordable, available and accessible with the launch of The Designer Boutique at We look forward to making this festive season even more exciting for our customers”. 

To offer a seamless shopping experience, customers will be able to shop for Amazon Fashion’s exclusive 'See Now, Buy Now' collections directly from or through Facebook & Twitter’s shoppable catalogue, Instagram Direct & Instagram carousels.

“We’re extremely happy about this collaboration with Amazon Fashion. It’s a remarkable concept, with a scope to bring Indian Fashion from runway to reality. We look forward to being a part of the Amazon fashion Revolution”, said the designers Rohit Gandhi & Rahul Khanna.

Commenting on the launch, designer Pankaj Ahuja from Pankaj & Nidhi said, “We are super excited to have our collections available on Amazon Fashion. Online retail is the way of the future and with this showcase we believe the future is here already!”

“I’m delighted to be part of The Designer Boutique at as it spreads our brand to locations beyond our physical reach and it goes without saying that there can’t be a better platform to go online than Amazon!”, said the designer Ashish N. Soni.

“I am really happy that amazon has given me this platform to take my work to a reach beyond my reach. It makes me feel worthy of being a microcosm in a macrocosm”, said the designer Rina Dhaka.

“We are delighted to once again be a part of one of the most prominent fashion experiences that our country has to offer. Amazon Fashion's customer-centric approach that meets every fashion need greatly resonates with us, and we're looking forward to being a part of the finale, as well as interacting once again with all our friends and peers in the industry”, said the designer Krishna Mehta.

The Grand Finale will be rounded off with a display by Indian couturier, Suneet Varma who will celebrate his 30 years in the Fashion industry with a limited edition line, “The Garden Of Eden.” 

The Designer Boutique at aims to bring together a mix of over 50 designers. Starting from INR 1500 to 30000, The Designer Boutique at offers 12,000 products for both women and men across apparels, accessories and footwear. The boutique also houses young talent like Blueprint, Poem, Crave Connect, Presa Shoes amongst others from various design schools.

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