Looking at India in a contemporary context as the inspiration for the Grand Finale, Amazon.in today announced ‘India Modern’ as the theme of the grand finale for the upcoming Amazon India Fashion Week- Autumn Winter 2016. The grand finale will be hosted on March 20 at Jawaharlal Nehru Stadium, New Delhi.
Amazon.in’s India Modern themed grand finale has been curated with an endeavour to bring together top designers to showcase their modern styles and sensibilities of contemporary India — that is deeply embedded in its traditional roots yet remain relevant in a global setting – all in traditional textiles.
The designers, Rajesh Pratap Singh, Rahul Mishra, Aneeth Arora, Abraham & Thakore, Anju Modi, Samant Chauhan, Rohit & Rahul, Amit Aggarwal, Pankaj & Nidhi, will present five to six ensembles using new age interpretation of India design elements & textiles, silhouettes and craftsmanship in tones of Indigo Blues, Earthy Hues and White.
Susan Saideman, Vice President, Global Vendor Management, Amazon, said, “We have decided to theme the Grand Finale on ‘India Modern’ as we believe India has two distinct stories to tell today; one which is about its past, its culture, its rich heritage; and the other is about its transformation and adaption to the current times. The theme remarkably connects ethnicity with modernity to match up the modern as well as the traditional fashion sensibilities. Also, in line with our vision to transform the way India buys and sells, we have launched an ‘India Modern’ store on Amazon.in for our fashion forward consumers.”
Amazon.in today also announced the launch of ‘India Modern’ store that will showcase gorgeous and delicate handcrafted work of art with an aim to bring back the traditional textiles in a new light. The store, with over 2000 products across apparels, shoes, jewellery, bags, watches and sunglasses is an amalgamation of Indian classic styles and western silhouettes that will offer customers “curated looks”. For the ease of customers, the store is segregated into Western Fusion, Twist of Tradition and Indian Contemporary looks, offering them products in each category from sought-after brands and designers like Ritu Kumar, Kavita Bhartia, Anju Modi to name a few.
Sunil Sethi, President, FDCI said, “We are excited to present ‘India Modern’ with the aim of reviving India’s luxurious craft traditions and representing them with a modernistic, revivalist approach. With Amazon India’s unflinching support, nine veteran designers will not only work with artisans to present new-age sensibilities, but also encourage entrepreneurship and continuation of rich Indian tradition. Our effort remains to resuscitate our textile heritage and this is one step in that direction.”
All Consumers on www.amazon.in and the Amazon mobile shopping app have an easy and convenient access to over 40 million products across hundreds of categories. They benefit from a safe and secure ordering experience, convenient electronic payments, Cash on Delivery, Amazon’s 24×7 customer service support, and a globally recognized and comprehensive 100% purchase protection provided by Amazon’s A-to-Z Guarantee. They can also enjoy Amazon.in’s guaranteed next-day, two day delivery and the just launched Sunday delivery on products fulfilled by Amazon.