Mumbai to host first ever India Intimate Fashion Week

Breaking the Stereotype is the Buzzword

What was a germ of an idea has snowballed into becoming one of the most talked about glamour fashion & lifestyle extravaganza. India Intimate Fashion Week will bring together national and global  followers and manufacturers- the finest in intimate wear,e-commerce,stylists and experts at a 2-day show to be hosted at The Leela, Mumbai ( March 18-19).

Niraj Jawanjal, founder & chief ideator ( India Intimate Fashion Week) talks about  his vision and hopes .

“Dare to think bold. The journey began way back in 2010 when we entered the media business with our fashion magazine L’Affaire India in Pune. From a newcomer to the market leader that’s how L’Affaire India created a rich clientele, amazing content and an extremely good PR. We diversified into the production business, which  was a turning point in my career”.

A Mechanical Engineer, an MBA & Professor, Niraj has shot more than 400 commercial projects covering almost every category of business. “The idea of IIFW was born  from the experiences we had during this enriching travel of shooting for intimate wear clientele. We have realized that the talent supply in both designing  and  modeling is extremely poor and is rather dominated by international models. And that’s how, after spending months of preparation we came up with the promising concept of India Intimate Fashion Week.”

The journey till here wasn’t easy at all he says.  “When we shared the IIFW concept in the market, people laughed at us. Many said the subject was taboo in India  and we would face criticism. Education in terms of intimate wear and lingerie is very less. There is no single institute in India which offers any graduaiton or post-graduation course in lingerie or intimate wear design..My  team members, though, backed me all the way “.

"The industry is still in its nascent stage in India , in fact, it's a taboo here. People don't like to talk about it. Our major aim is to increase the development of the sector and encourage people to consider this as a serious career option. Intimate wear is a huge sector, rather world's largest sector, deeply rooted in every person's life across the globe,yet it is unexplored   in India though we are now  opening up to all kinds of evolutions, revolutions, entrepreneurships and experiments in fashion,"

He is hopeful that this will not just be a fashion show but  an intellectual property with high commercial value for intimate fashion business in India in which designers ( Indian& international ), Brands, E-Commerce  can showcase their designs and  simultaneously boost the new talent pool for the future. Niraj hopes to boo the taboo which he says is a major hurdle. We decided to speak about this through right messages , catchy and hard-hitting campaigns like #BooTheTaboo& #TheRightCup.

Much more lined up, on 18-19^th of March ---gear up to goggle at India’s finest Intimate Fashion designers & brands,  new face of Indian talent in this field, which was never discovered before.