Nexa Digital Couture is the next step in Lakmé Fashion Week’s tech-first evolution

Rife with challenges and economic distress, the pandemic also pushed the world of fashion towards profound imagination, creativity and community. This year the industry rallied with live streams, couture films, virtual presentations and a few staged socially-distanced runways. With technology playing a key role in shaping the coexistence of both physical and digital worlds, domestic fashion giants too have recognised and embraced the unlikely opportunity of innovation. Back in May, when India began moving towards its first-ever digital presentation, Lakmé Fashion Week announced the season with a digitally-abled showroom to direct customers to runway collections. From Gen Next to a craft-focused multi-designer showcase, the all-virtual and season fluid fashion week in October gave a glimpse of the organisation’s adaptive capabilities.

While planning collection for an intangible format was not business as usual for designers themselves, most welcomed the challenge during the lockdown months. “These times have made me more adaptive; adapting to change, to situations. Most importantly, I have sharpened my understanding of indigenous crafts, and the people who make it come to life. It has instilled a deeper meaning and appreciation for them in me more than ever before,” Amit Aggarwal shared with Vogue before unveiling his couture 2020 collection.

Lakmé Fashion Week to present a platform to promote customised couture

Driving the digitisation of direct-to-consumer fashion—which also helps businesses to enable sales—Lakmé Fashion Week will be introducing a unique format for showcasing garments and consumption. For NEXA Digital Couture, a pool of six designers, namely Amit Aggarwal, Abraham Thakore, Payal Singhal, Huemn, Kanika Goyal and Ridhi Mehra, have developed a sketch each that will be transformed into a 3D render of the garment. This virtual piece, showcased on a model avatar, is intended to give the consumers a real-life view, as well as observe details that couture usually demands. The designs will be made available for purchase on the platform, along with the option of trying it on virtually. “This futuristic concept marks the next step in consumer dressing and purchase,” says Jaspreet Chandok, head of lifestyle businesses, IMG Reliance. 

From the debut line-up of six creations, the audience than expect Abraham & Thakore’s interpretation of the Sikkimese baku wrap dresses, Amit Aggarwal’s fantastical take on lehengas and signature unisex styles by Huemn. Keep scrolling to get a glimpse of these offerings and more from Payal Singhal, Kanika Goyal and Ridhi Mehra.

Also read:

All the highlights from Lakmé Fashion Week 2020

Cancelled fashion weeks give rise to virtual shows, digital campaigns and more

Marine Serre, Simone Rocha, and 3.1 Phillip Lim’s Wen Zhou Discuss Creativity in Times of Crisis