First India Intimate Fashion Week

India Intimate Fashion Week

A Sizzling Summer Ahead

Hold your breath and brace yourself for a sizzling,sexy and tantalizing summer!

India’s first fashion week, India Intimate Fashion Week( IIFW), dedicated to showcasing wispy lingerie and  exquisite intimate wear is set to take place from 18th to 19th March at Hotel The Leela in Mumbai.

The 1st edition of IIFW conceptualised to bring together the Indian intimate apparel industry is set to emerge as the largest platform for intimate fashion. The landmark event will bring together leading premium Indian and international Lingerie Brands, Lingerie Designers, Lingerie E-Commerce, Lingerie Stylists and Experts, Next-Gen Lingerie Talents, Intimate Wear Bloggers, Sponsors and numerous unique visitors from diverse fields under one roof.

Niraj Jawanjal, (founder& director IIFW), said “The intimate wear industry is amongst the largest industry’s across the world and has grown tremendously in last few years. However, in India, we still consider talking about lingerie and intimate wears as ‘Taboo”. While we are bringing  a revolution  in the field of fashion through IIFW, we would urge people to be open about their choices in this segment and ‘#BooTheTaboo’ in India.”

Talking about the opportunity for the Indian intimate  wear industry with a global perspective  , he further added “India is undoubtedly amongst the largest potential intimate apparel markets in the world but we still do not have any worthwhile fashion platform that promotes, showcases intimate wear and its related talent. The concept of  IIFWis to provide  a powerful and decisive platform to connect all potential stakeholders - brands, customers, designers etc. in one place.”, Niraj added.

Amit Pandey, (media head& associate partner, IIFW) said, “With IIFW we intend bring alive the most elegant yet unexplored segment of fashion in India. IIFW has already attracted  interest from industry stalwarts and we look forward to some great participation from the industry this year.”

The 1st edition of India Intimate Fashion Week will be opened by internationally acclaimed designer Mona Shroff  and ace designers like Nidhi Munim, Karishma Jumani, Keith Jackson will enhance the glitz and glamour.

India Intimate Fashion Week will capture and showcase all segments of the category including lingerie, loungewear, sleepwear, legwear, lingerie accessories, and more for both men and women..

The Indian intimate apparel industry is on the threshold of  creating a significant niche  Under the 'Make in India' programme, the country has  endless opportunities to become the next big manufacturer of lingerie in the world. We have a growing fashion-conscious consumer market who are looking for top quality products from well-established global brands. An abundant supply of  raw material and a huge inexpensive workforce can provide cost-effective solutions to lingerie manufacture.

 The $11.2 billion intimate apparel market is holding its own in the world of fashion. For long India has  been a global player in the  textile and apparel sector, but in the intimate wear segment it  is yet to make in-roads in world trade.The intimate apparel category includes a wide range of clothing items, varying from lingerie, underwear, loungewear and nightwear to shape-wear, swimwear, socks and stockings and more.

China is the largest supplier of intimate clothing worldwide, with a 44 per cent share of the global market..

In the late 90s , 90 per cent of innerwear was made from 100 per cent cotton  woven non-stretch, with a0 per cent allocated to cotton knit fabric. By the early 2000s, cotton knits, polyester or cotton mix fabrics were increasingly used. However, in later years, cotton was blended with spandex for shaped garments while the introduction of Lycra changed the scenario dramatically by way of stretch quality. The perfect fit it offered was highly appreciated and this led to further innovation .

Adding to the list of innovative revolutionary fibres that have user-friendly properties were the likes of DuPont Sorona, Lenzing Modal, Lycra, Inviya, Freshsil, Birla Cellulose and Creora. Local brands and manufacturers preferred to focus on basic fabric rather than innovative products, but competition, entry of international brands and consumer expectations pushed these manufacturers into innovative styles, cuts and fabrics.

Key  Partner Highlights

Moreover, apart from ramp walk and fashion shows, IIFW will also witness in-depth analysis of Indian Intimate apparel industry from experts from Fibre2Fashion,(official knowledge & trade partne IIFW). Internationally recognised fashion and beauty expert Ramez Basmaji will share some great fashion insights as an official fashion consultant.

While the best models in the business will be setting the ramp on fire at IIFW, they will be styled by IIFW’s style partner ‘Makeup Revolution London’ and promoted by leading fashion and lifestyle network ‘ROPOSO’,A&B Digital Marketing --official Digital partner and Woman’s Era will be the magazine partner. Online e-commerce ‘Ekatrra’ is the  online fashion partner and

India’s leading online Art Gallery Artspread.com, will showcase the finest of the intimate arts from some of the best artists .

OXXY, India’s largest healthcare network which recently launched its Girl Child Development Program where every girl born on OXXY Network will get Rs. 11,000 FD has associated as the official healthcare partner for IIFW .