After pioneering India into the world of Intimate Fashion with 3 successful seasons, India Intimate Fashion week (IIFW) launched the 4th season of IIFW as India’s first VIRTUAL Intimate Fashion Show, this Friday on 23-10-2020.  In the face of the coronavirus pandemic and lockdowns, fashion weeks across the world have been forced to recalibrate their existing practices, priorities, and their very role. The entire fashion industry events have been put to the test by the realities of this deadly pandemic. More so than other countries, Indian fashion shows at present cannot risk having live audiences, as we continue to report some of the highest COVID-19 rates in the world.

Hence, the decision was taken to conduct The VIRTUAL Intimate Fashion Show that has received global volunteer participation by the models from across the globe.

Known for its ground-breaking & unique approach, IIFW has innovatively presented various fashion show concepts with a strong social message and added loads of positivity across all the fraternities in the fashion industry i.e. plus size fashion, queer fashion, fitness fashion and mainly triggered body positivity initiatives by its ‘BOO THE TABOO’ campaign.

IIFW has partnered with Le Desir by SHOTS, Netherland’s famous lingerie brand as official lingerie partner for the successful execution of IIFW Virtual Show. Le Desir has showcased it’s one of a kind sensuously beautiful, newest lingerie line in this show. Le Desir is all set to enter India in association with IIFW & Candy Shop India (IIFW’s Distribution & Channel Partnership arm). This season seems as a pilot and we are happy to get feedback from all stakeholders and continue the development of all these digital initiatives.

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Talking about the challenges faced to launch the Virtual IIFW, Niraj Jawanjal, Founder, IIFW said “In the face of restricted travel, budgets, and other resources; dipping annual sales graphs; and a tedious, unsteady easing back into ‘normal’ life, fashion weeks have been forced to recalibrate their existing practices, priorities, and their very role. Team IIFW conceptualized a very creative route to build new motivation in the hearts & minds of every member of the fashion industry globally. With everybody living under lockdown and in isolation, Team IIFW wanted to find a way to connect with the community across the globe, and to create an excitingly happy space celebrating men & women, lingerie, confidence & resilience”.

“Our team members encountered many models who were depressed over unemployment, no shoots and fashion events happening, facing major health crisis and most of them were also worried as they were going out of shape without proper fitness regime & workouts. Team IIFW interacted with a set of models who wished to go back to their hometowns forever and opt for marriage, other career options and leave the fashion industry forever.

We realised that the COVID-19 outbreak has not only created a mix of paranoia, social isolation, and global economic crisis but has ignited severe mental health issues among people which is more damaging & has a pronounced effect on an individual. So, we came up with this VIRTUAL show concept in which we thought of inviting model volunteers globally who wish to participate in this  VIRTUAL show endeavour of IIFW. “This season seems as a pilot and we would be more than happy to create a  positive & hopeful vibe in the fashion industry as  when the industry stood by us in good times, we must stand by the industry in its difficult times” says Niraj.

Niraj, further adds that another purpose to conceptualize and host IIFW Season 4.0 VIRTUAL initiative is to suggest and come up with the ‘NEW NORMAL’ for brand/product promotions for the vast categories of products in the fashion, personal care, wellness, beauty & cosmetics businesses.  He suggested that amidst these grappling times, accelerating investments to amplify digital presence will play a fundamental role in boosting sales, creating connections, and establishing brand value as this is the best time to shape the community around your brand through active engagement and authentic measures. Furthermore, we have also foreseen & anticipated the issue of restricted budgets for advertising and promotions from brands & designers but in all certainity they would surely need to market their new lines & products in the upcoming festive season globally.

On associating with IIFW, Le Desir’s Hein Schouten ,Director Sales & Maura Claes, Brand Head says “We have been eyeing the right time and opportunity to enter India and with the upcoming IIFW Virtual Show, we realized it as the best fit for our plans.

“Le Desir is a premium, global lingerie brand and it has an amazing set of products which would really going to impress Indian girls & ladies and surely going grab maximum space in their wardrobe” said Maura.

Le Desir has introduced their 29 newest designs at IIFW Virtual Show and it is going to be a great visual treat for all the audience globally shared by Hein.   

 On this concept of Virtual Fashion Show, Amit Pandey, Media Head, IIFW further adds “The way IIFW has shot the VIRTUAL SHOW, industry can now look for similar solutions to shoot their products and use this content for their advertisement campaign and brand promotions across various media formats suiting to their budgets. In this way, both models & the brands / designers would get the solutions sorted. One would get the assignment while being at home and the other one would get the customized content in their budget for advertising & brand promotions. The pandemic, and the limitations that it has inflicted, has forced brands to push the pedal towards a more hybrid mode of showing”.

“Our endeavors are focused to create new career & business opportunities in the fashion industry. The Virtual Show is an initiative which can fulfil this need by leveraging technology that offers many tools to make transacting more transparent and convenient. We hope this Virtual show will open more doors, create new hope and trigger motivation for everyone who are playing a vital role in the fashion industry in India and internationally”, says Amit.

The Process :

IIFW’s various teams worked extensively & held digital meetings (and countless cups of coffee) & reached out to a stunning and diverse mix of women globally. Team IIFW faced many challenges in shaping up this project as many models had to back out from their participation commitments due to worrying COVID situations, necessary infrastructure & resources, absence of right merchandise, shortage of make-up, hair related issues and cosmetics, emergency health crisis and also because some models were affected by COVID and the show took more than expected time to complete. Nonetheless, the team IIFW could complete the show preparation as desired and came out with this outstanding VIRTUAL product. IIFW Show Director Snehal Oswal, Stylist Dhanashree Sawant hosted countless Training & Grooming Sessions with the models and prepared them not only for the walks and good posing but she spent a lot of time motivating them and building confidence back.

Our teams prepared the models to showcase their struts, spins and plenty of sass while walking with confidence in stunning lingerie for IIFW Virtual Runway. Our models created this wonder together by reforming with their catwalks out of our bedrooms, balconies and kitchens.  This year has led to the discovery of meritorious models who not only enthralled us with their creativity & styles but also set high bench marks across the fashion fraternity in this COVID-19 outbreak.

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