If you thought Bollywood stars come to fashion week to strut the ramp as a show-stopper or to grace the front row, you are mistaken. Now stars have turned fashioner designers. At the Amazon India Fashion Week (AIFW) A/W 2015, the event sponzor, Amazon India, has taken to online fashion retailing with unprecedented vigour. They signed on Shraddha Kapoor to exclusively retail her fashion label, ‘Imara’ on Amazon.in.
Shraddha showcased her range at the AIFW, which is a marriage of East and West—Indian techniques woven into Western styles. She said, “My current collection is themed on fantasy and fantasy-land characters like The Little Red Riding Hood and Thumbelina.”
If the opening day was Shraddha’s day with fashion, the following day was Sushant Singh Rajput’s aka Byomkesh Bakshi. Sushant in association with his director Dibakar Banerjee and expert advice from designer Narendra Kumar Ahmad launched Detective Byomkesh Bakshy!-inspired fashion line, Noir 43. The movie is set in Kolkata of 1943 during World War II and Sushant’s collection is a take on the look of the period. The Bengali dhoti definitely is a part of the line, but then there are also suits, jackets and trousers inspired from British men’s fashion in the 40s. Sushant Singh’s Noir 43 too will only retail online on Amazon.in.
Online fashion retail is the core strength of most successful e-commerce companies in India and Amazon is taking to fashion in a big way. Latest news is that the American giant has bought over the number one high-fashion online retail brand, Net-a-Porter.