YOU can spot the glow of cellphones as the lights dim and the models ready to take to the ramp. It is not just the scribes eager to capture the “first look” but everyone with a Twitter/Facebook/Instagram account.
Even before the designer has taken a bow, images of the collection and comments find their way on to the social networking sites. So far, it has been only about individual updates scattered on the World Wide Web, accessible only to a few. With this edition of the Wills Lifestyle India Fashion Week (WIFW) Autumn-Winter 2014, however, there has been a concentrated effort to bring everyone who tweets or blogs on one platform, making fashion week updates accessible to all, anywhere.
Launched on Day One, this real-time campaign syncs all happenings about the fashion week by bringing them on Facebook and Twitter accounts of Wills Lifestyle and Fashion Design Council of India (FDCI). This has been made possible with the introduction of RFID campaign (Radio Frequency Identification). Every time a visitor at the WIFW swipes a red tag given out at the venue, it instantly updates the status and pictures/ selfies at the event.
Further, the RFID also allows for automatic tagging of all the photos taken at the WIFW. For those who can’t make it to WIFW, this collection of updates, live streams and backstage glimpses is on view online via the Wills Lifestyle and FDCI pages.
“The idea is to celebrate fashion, make it more participative and all-inclusive,” says Atul Chand, chief executive, Lifestyle Retailing Division, ITC. The selfie is also in vogue. Designers Shantanu and Nikhil Mehra kick-started the trend at Lakme Fashion Week earlier this month and at WIFW A-W 14, designer Rina Dhaka took an Oscar-inspired shot herself while models clicked selfies. Neha Dhupia, who is the official ‘Twitter face’ for this edition, though conspicuous with her absence at the venue on most days, has been tweeting updates as well.