EVEN before designer Anupamaa Dayals show went live on Day One of the ongoing Wills Lifestyle India Fashion Week (WIFW) Spring-Summer 2014,exclusive images of her collection Gulabi,including a sneak peek into the making of the campaign,was ready to be viewed by anyone with a smartphone in their hands. You didnt have to be present in the front row to get a VIP peek into the designers latest collection. All this,thanks to a simple,free-to-download mobile application. Its quite exciting to know that anyone,anywhere in the world can view our work merely by tapping away on their phone, said Dayal,before she opened the 22nd edition of WIFW on Wednesday afternoon.
This fashion week,Dayal isnt the only designer to have gone tech-savvy. Joining her are designers Gauri & Nainika,Pia Pauro,Payal Pratap and Rajesh Pratap Singh. Each of them has collaborated with SnapLion,a leading online platform,to create chic applications called Fash-Apps,custom-made for their labels.
Exclusive collection campaigns,behind-the-scenes images,backstage access,ramp showcases and upcoming events by these designers are now accessible to anyone who wishes to download the app (available on Google Play Store and iTunes App Store). I have always been keen to embrace new trends in technology. And since our label is present in 19 countries,it makes sense to bridge the gap, added Dayal.
Pratap,who is also showing at this edition of WIFW,feels that with most people using social media to engage and discuss the latest trends in fashion,a mobile app is the way to go.
Visually strong,these apps offer an insider peek into a designers work and the easy access is what is most appealing about the format. One can browse through the collections,photo galleries and even share with friends via Facebook,Twitter and email or add to a wish list. Phones are constant companions,24 hours a day. Thats an unprecedented opportunity for brands to get closer to their customers,and vice versa, says Aditya Kapoor,Chief Operating Officer,SnapLion. Intimacy and immediacy are two important elements of fashion and the apps are designed to offer both, adds Kapoor.
Fash-Apps also allows designers to showcase concepts using images,sounds and videos,keeping patrons and fans up-to-date on events and promotions. For instance,before the launch of his all-new sari collection,Singh had already presented a preview via his app. It is innovative ideas like these that continue to add freshness and relevance to our fashion industry, he says.
Also opting for two-way communication between spectators and designers this edition is Fashion Design Council of India (FDCI). Synchronising Instagram with Facebook and Twitter via a custom-built app,FDCI is providing spontaneous reporting of the event directly from the venue itself. In addition,Wills Lifestyle is set to broadcast live telecasts of the shows in 50 stores across the country. Virtual reality at its fashionable best.