In the world of couture, 'going digital' has been in the works, but with COVID-19 coming along in 2020, it has brought major transformations in the fashion business. This has led to many more luxury fashion brands launching online stores and offering digital consultations, and glamorous events like fashion weeks taking the digital route too. FDCI India Couture Week 2020 that took off on September 18, introduced digital fashion shows with participating fashion designers unveiling their collections through creative fashion films. One such fashion brand is Falguni Shane Peacock, who is all set to unveil their collection titled "Spectacle Prive'' with a fashion film which will premiere today at 9 pm.
Spectacle Prive By Falguni Shane Peacock
We at NDTV Swirlster caught up with the designers Falguni Shane Peacock to get insights to Spectacle Prive, how well the fashion industry is adapting to digital platforms and their transition from physical shows to fashion films.
With digital being the way forward, how well do you think the fashion industry is adapting?
Falguni Shane Peacock: "The fashion industry has been quick to adapt to the new normal. Digital has always been a very large vertical for us at Falguni Shane Peacock. We pioneered the click and shop format in the couture industry that enables the customer to purchase an outfit by clicking on a mere link via our e-commerce website that we had launched a few years ago."
"The pandemic has got the world thinking digitally, and designers are at their creative best to present new collections through digital innovations like fashion films, digital renditions, online campaigns, etc. Technology has opened up a lot of avenues in the world of fashion but having said that, it will never replace the experience and drama of a physical show. The audience loves to engage in the runway experience, and we look forward to seeing them at our shows as soon as things start getting back to normal."
Fashion films instead of fashion shows; do you think it's going to be impactful for designers and their collections?
Falguni Shane Peacock: "The good thing about unveiling our collection via a fashion film is that we will be able to reach out to a wider audience across the world as compared to a physical fashion show. It's more of a disruptive and democratic format. People who may not have had access to fashion weeks will now be able to see the collections through a lens of curiosity and excitement. However, we will miss the excitement, the adrenalin rush, the post-show cheers, the hugs, and of course, meeting our clients and guests."
Tell us about your fashion film. How did you go about planning it?
Falguni Shane Peacock: "Our fashion film is titled "Spectacle Privé" (Opportunity to see or experience something before it is officially presented or released to the public). It is an artistic showcase to recreate and relive the reverie as the excitement from runway shows move to a new narrative. It will take the viewers behind the scenes to witness the intrinsic effort put in every creation presented in each look. We are using the platform to present our inspirations and to tell a story that revolves around our design concepts and how couture comes to life for us."
How different was it to showcase your collection digitally versus live fashion shows?
Falguni Shane Peacock: "Planning things for this year's India Couture Week was the same to a certain extent. The excitement of showcasing something different, the designing and creative procedures, and the rush is just the same, however, it is the excitement, the backstage shenanigans on the final day that will be missed. But we are super excited to be a part of India Couture Week's one-of-a-kind, first phygital showcase. We are really looking forward to it."
Can we expect a showstopper?
Falguni Shane Peacock: "Wait and watch!"
Surkh By Designer Reynu Taandon
Given the rapid growth of visuals on social media, a powerful new format of communication and expression has emerged. These fashion films are new means of expression for fashion designers as they set out to tap a larger audience. Fashion designer Reynu Taandon, who unveiled her collection Surkh at the FDCI India Couture Week 2020 on Monday evening, showcased outfits that drew inspiration from the contemporary bride, a girl that re-conceives fashion with all that's modern and minimalist with a traditional twist.
From heavily embellished beiges, fuchsia and baby pinks to fuchsia reds and reds, Surkh included classic pieces, tone-on-tone lehengas, anarkalis, traditional sarees, shararas and ghararas for statement making looks. We caught up with designer Reynu Taandon to learn how well her brand has adapted to the changing times and technology.
With fashion going digital, how has your brand adapted?
Reynu Tandon: "We are always inspired and astounded at the constant development of technology moving the fashion industry into a more efficient and creative future. The initiative of the first ever Phygital India Couture Week by the FDCI is a way to change how each and everyone of us experiences fashion. This way we can participate in the annual event without risking the safety and well-being of anyone."
"This pandemic brought along with it a lot of negativity as a result of the hit our economy had taken. This chance given by FDCI in the form of India Couture Week gave hope to my team of 20 years. It provided them with a common goal and an opportunity to work for amidst all this negativity. We had targets to accomplish whilst maintaining and ensuring the safety of every team member of ours. It also provided us with an opportunity to educate the people around us about the safety standards when working towards the biggest event of the year through which we bring joy to the countless number of ladies when they wear our collection."
FDCI Indian Couture Week - #Decoding Couture
The Fashion Design Council of India (FDCI) has presented the first ever digital edition of the India Couture Week 2020. In keeping with the new reality, it has taken prompt strides for a robust digital transformation and to provide an opportunity to designers to reach savvy audiences, and explore interesting ways of showing collections. The graphic theme of the event is "waves", as digital is creating ripples in the global fashion industry.
"The FDCI has been a frontrunner in establishing a fresh template, in tandem with the changing times. Couture has all the elements of fantasy, and as screens take over our lives, we hope to recreate the magic of this genre, with pure creativity," said FDCI Chairman Sunil Sethi.
The India Couture Week is a six-day long digital event, which will have top couturiers showcase their couture films/videos and supporting content, that will go live on a preset show schedule, emulating the format of a physical event. The list includes Amit Aggarwal, Anju Modi, Dolly J, Falguni Shane Peacock, Gaurav Gupta, JJ Valaya, Kunal Rawal, Manish Malhotra, Rahul Mishra, Reynu Taandon, Shantanu & Nikhil and Suneet Varma.
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