Four City designers are all set to wow the audience at Lakme Fashion Week with their weaves.
Hyderabad:
Last year, Gaurang Shah took his weaves to Lakme Fashion Week. Actor Kiran Kher was seen walking the ramp with him. Thereafter, whenever she wore a Gaurang Shah, it was marked easily. From a shopkeeper to a designer participating in Lakme Fashion Week, and now a recognised brand — Gaurang’s is quite a story.
Joining him this year are well-known City designers Shravan Kumar and Shilpa Reddy, who will be making the debut. Lakme Fashion Week Winter/Festival 2013 (August 23-27) will see more from Hyderabad than ever before. There are four participants from Hyderabad — Anushree Reddy, Gaurang Shah, Shilpa Reddy and Shravan Kumar.
Although from Hyderabad, each of them has a unique signature style which the organisers of LFW are looking forward to. Gaurang and Shravan’s weaves are said to be extremely popular with buyers at LFW.
Hyderabad is far ahead than even Bangalore, standing fourth in terms of applications sent. “Hyderabad off-late has been a designer market,” says Saket Dhankar, Head of Fashion of IMG Reliance (Partner, LFW). Hyderabad has been increasingly active in the applicant-participant-buyer chain, and in two years, it is likely to make bigger news. “I think, in two years, Hyderabad will be No. 2 for LFW after Delhi and Mumbai. It might overtake Kolkata. These designers produce good work, are featured well on LFW, and also do commercially well. Even stores like Kimaya, Elahe are very popular among buyers,” he added.
“It is in sync with development in the City, which is becoming more cosmopolitan by the day. People from all walks of life are contributing. Besides, among all cities, Hyderabad has a huge cultural heritage, leaving us many undiscovered silhouettes, embroidery and architecture to draw inspiration from. I think the timing is just right,” says Shilpa Reddy on Hyderabad’s progress in fashion at a national level.
Shilpa, who established her flagship store in Hyderabad last year, has been invited to display on main stage arena. “I didn’t apply. They said I had a strong profile. I had no idea my work was being followed. LFW was not my plan for the next two years.” However, she is relieved she will have close friends like Shravan and Anushree. “I am going to feel at home there”.
Not able to disclose details, she told us this display, being her debut, will be dramatic. “It is scary but exciting. I want people to stop in awe and wonder about it. But I am prepared for criticism also,” she says excitedly.
source: http://www.postnoon.com / PostNoon / Home> City / by Kanchan Agarwal / July 31st, 2013