Hailing from the popularity of 3 successful seasons, Intimate Fashion Week (IIFW) India’s largest and one it’s kinds fashion week successfully concluded its 4th season virtually.
The decision was taken keeping in view the ongoing pandemic which has led to the longest lockdown across the world for safety reasons. The virtual IIFW Show received global volunteer participation by the models, associations and partnerships from various countries.
Known for its innovative approach, IIFW has always presented concepts that imply strong social message and is all-inclusive from plus size fashion, queer fashion, fitness fashion. It has also initiated dialogues around body positivity by its BOO THE TABOO movement.
This year, IIFW partnered with Le Desir by SHOTS, Netherlands famous lingerie brand as their official lingerie partner and for the successful execution of the Virtual Show. Le Desir showcased it’s one of a kind, sensuously beautiful, latest lingerie line during the event, this year… Le Desir is now set to enter India in association with IIFW & Candy Shop India (IIFW’s Distribution & Channel Partnership arm).
Talking about the challenges faced to launch the Virtual IIFW, Niraj Jawanjal – Founder, IIFW said – “We are headed by unprecedented times, when we began the process of conceptualizing the show a lot of our team members, models etc. nudged as they felt they were out of shape or unfit. A lot of our members were also not in the towns, cities or had the right equipment to join us in putting the show together this year, however, we are delighted to say that Team IIFW was finally able to jump the road blocks and conceptualized a creative route to engage and encourage member of our fashion industry in India and around the globe. We were delighted to be able to successfully celebrate men & women, lingerie, confidence & resilience like each year but with more enthusiasm”.
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 in India and with the opportunity such IIFW Virtual Show; we realized it as the best fit for our plans” Le Desir is a premium, lingerie brand recognized worldwide and it has an extensive range of products which we believed would impress Indian audience so where are very excited about the collaboration as well as showcasing 29 of our new designs at the show. We are humbled by the response we received from the show” says Maura.
Adding on this concept of one of its kind Virtual Fashion Show, Amit Pandey, Media Head, IIFW further adds “Our endeavors are focused to create new and real career & business opportunities in the fashion industry as well as for related brands to showcase themselves. We are glad that Virtual show has opened doors, created a new hope and triggered motivation for everyone who are playing a vital role in the fashion industry in India and internationally”