Breathing life into an e-retail experience- Jabong Online Fashion Week


The Jabong fashion week that commenced on July 25th concluded on July 30th at Hotel Le Meridien, New Delhi. Jabong Online Fashion Week in partnership with Talenthouse India was initiated with the idea of providing a platform to  aspiring artists and to enable them to showcase their talent.  The event called in budding talents from the field of designing, modelling, photography, hairstyling and make up artistry.

The event took a kick start with Mr. Praveen Sinha, Founder and Managing Director, Mr. Arun Mehra, CEO, Talenthouse India and Ms. Rashmi Virmani, Show Director, IOFW.  The jury panel comprised of Designers: Poonam Bhagat, Dr. Darlie Koshy; Models: Carol Gracious, Samant Chauhan; Photographers: Akash Das, Hemant Khendilwal, Sushmendra Dubey and makeup/hair experts: Rod Anker and Samantha Kochhar. The participants were mentored by Bollywood’s girl-next-door Yami Gautam.

Elaborating on this contest, Praveen Sinha, co-founder, Jabong, said, " When we came up with the idea of Jabong Online Fashion Week, the only thought process was to bring upon a positive change in the online fashion industry, with an aim to polish the gigantic talent our country has. I am elated by the unprecedented response this initiative has received in its first season itself. With India Online Fashion Week, we aspire to represent the fashion industry and provide the fraternity an online platform to grow, thus benefiting all stakeholders."

The participants showcased their designs according to a set theme and timeline. Participants included Scilicet, DIR 69 by Tanu Bagai, Shreya Mistry, Bhootsavaar by Nitin Bal Chauhan, Armaan and Aimaan, Timsy and Siddhartha, Astha Bahl, Siddharth K Kakkar, Dressology by Amit Arora, ANS by Astha and Siddarth, Azalea by Aditi Gupta, Piquancy by Sarthak Gandhi, Swagger by SAJ (Sajid Dhar), ILK by Shikha and Vinita, Threesome by Kanika;Ankit and Mehak.

The event witnessed Aditya Roy Kapoor walking the ramp for Nitin Bal Chauhan and Yami Gautam for Rajdeep Ranawat. The final winners across three categories were announced with Mr. Praveen Sinha awarding Ashish Gurbani as the Best Photographer and Arvind Sharma as the Hair Stylist, while Mr. Rajiv Kumar, Director Sales and Marketing Revlon awarded Vipin Arora for Makeup Artistry.

The collection from ramp was available on marking itself as the first shoppable fashion week in Indian history. The sponsors included NDTV Goodtimes: Media Partner, 92.7 Big FM: Radio Partner, Revlon: Official Makeup Partner, Phillips: Official Hairstyling Partner, Ziveg: Accessories Partner, Talenthouse: Talent Hunt Partner, Le Meridien: Hospitality Partner.

 Along with being the first of its kind and showcasing handpicked talent and involving consumers  and giving them a firsthand experience it also gave an opportunity to achieve ‘zero’ time to market –‘launch, showcase & sell’ the latest collection through India Online Fashion Week (IOFW) platform. “It is a combination of talent and fashion. If we create a few, hundreds will get motivated to aspire their dreams. This will remove the blockage, the dogma of less scope and fashion prowess will be encouraged”, added Praveen Sinha with a smile.

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