Dutch,Diplomacy,Design

Interestingly,the three-year programme with India is a follow-up to conclusions made in a fashion mapping report on India,as part of the Dutch Design Fashion & Architecture (DFNA) programme,written in 2009 by Harmeet Bajaj,also the official brand ambassador of DFH&NI. “The Dutch government has been working to promote not just fashion but also design and architecture globally. I was asked to present a report on how best India and the Netherlands could benefit from each other’s creative expertise,” explains Bajaj.

As the first step,designer Suneet Varma teamed up with Dutch couturier Jan Taminiau,while designer duo Rohit Gandhi and Rahul Khanna of the label Cue partnered with Dutch label *DIED* to co-create collections under the ‘Fashion Exchange Incubator’ element of the DFH&NI programme. The collections were showcased on the opening night of Wills Lifestyle India Fashion Week Spring- Summer 2013. Individual as well as collaborative collections were presented. Designers Diederik Verbakel and Marieke Holthuis from the Dutch fashion brand *DIED* (pronounced deed) are very pleased with the results of their coming together. “We have travelled all over the world to study local traditions,crafts and lifestyles,but India was a true eye-opener,” says Verbakel.

For the FDCI,this handshake is a one-of-a-kind step in fashion diplomacy with a larger picture in mind. “The programme is a culmination of three years of interactions and efforts from both countries,” says Sunil Sethi,President,FDCI. He adds,“Just as we have hosted the Amsterdam Indigo Embassy at the WIFW venue to strengthen the Dutch-Indian network in the denim industry,the Dutch government is reciprocating by giving us space during an important trade show programme to be held in 2013,” says Sethi. An Indian designer will also be chosen to showcase a collection in Holland next year,and names of both Manish Arora and Sabyasachi are doing the rounds.

According to Ambassador Stoelinga,“the Indo-Dutch cultural exchange is worth about Rs 49,000 crores a year” and while the ‘Fashion Exchange Incubator’ would be a key element of the three-year collaboration,there are other segments,including professional workshops that will roll out through the three years. The first edition brings in acclaimed fashion photographer Peter Stigter,who will host a seven-day workshop for Indian photographers during WIFW Spring-Summer 2013. Also in the Dutch crew is Ellis Faas of the Ellis Faas luxury cosmetics label,who will explore ideas with Indian counterparts. A third element is a workshop on catwalk show production. The opening night also saw Dutch DJ duo Joost van Bellen and Sander Stenger of Star Studded Studios play out at a post-show party at the Delhi nightclub Shroom. The DJs have been responsible for the show tracks of designers like Viktor & Rolf,Tommy Hilfiger,Diesel in Paris,NYC,Milan and London. Sounds like a good start.

(With inputs by Prajakta Hebbar)