Wills India Fashion Week in collaboration with Fashion Design Council of India came to a close successfully in the capital on Sunday. Wills Lifestyle, the premium fashion & lifestyle brand from ITC continues to be at the forefront of digital innovations at the recently concluded Wills Lifestyle India Fashion Week SS’15.This edition not only showcased some inspirational runway glamour but also displayed the inevitable marriage of fashion with technology through multichannel innovations.
In its 24th edition, 124 designers exhibited their creations on the runway and through stalls. While Péro by Aneeth Arora kicked off the fashion week with a signature romantic collection, Love on Foliage and ace designer Rohit Bal took hold of the grand finale with Qutub Minar as his backdrop, on the last day of the fashion event. Wills Fashion week this year brought to light a mix of fashion, glamour and splendor through the designer wear of the country’s ace designers.
The real time activations have not only taken the fashion community by storm but also created waves with the showcasing of the drone, 360 degree selfie booth and Radio Frequency Identification (RFID) installation. Celebrities Neha Dhupia, Sania Mirza & Gaurav Kapur were seen enthusiastically posing for selfies and updating their status’ by cheering for their favourite designers at the #WillsFashionTag booth. These three real time activations created massive buzz amongst the guests at the event.
Taglabs, the agency behind the installation of these crowd engaging activities received over 1000 guests to experience the activation per day.
Explaining the above mentioned activations in detail and taking technology and innovation to the next level WIFW debuts the #willsfashiondrone – Wills Lifestyle Drones that were fitted with GoPro cameras and took panoramic view of the event. All 5 days of the Fashion Week, witnessed the Drone flying over the venue, capturing the best moments of the Fashion Week on a live feed. Not only this, the Drone became a medium to engage the audience by picking out people who were (best dressed, best smile, or who look like having a great time) and dropped a gift voucher for them.
Another great social- technical installation was the RFID. Through RFIDs, people at the venue were able to share stories of their WIFW experience with their friends on social networking sites. They clicked selfies, told their friends about what they’re up to and what their mood is. They were also enabled to browse through the designer’s collections and share their favorite picks with their FB/Twitter friends. In a noble initiative for every Wills Fashion Tag that gets activated at the Wills Lifestyle India Fashion Week, Rupees 5 was contributed to the weaver’s society of India.
Last but not the least was the 360 degree selfie booth. One of its kind activations at a fashion event to take place this booth captured moments from every angle. The selfie booth had a mechanical arm fitted with a Go Pro camera which rotated and captured a 360 degree video. Users could then share the video on their FB/Twitter handles.
Apart from the activations another startup in the digital domain was the FDCI WIFW App powered by Sent.ly. This App enabled the viewers to connect and communicate with the designers by simply downloading it on their smart phones. This made it simpler and easier for the guests to chat and get their queries anwered by their favourite designers.
Commenting on the success of the event, Mr. Sunil Sethi, President FDCI said “The trade event generated lucrative business opportunities for both greenhorns and illustrious designers. The event managed to strengthen the business of fashion in this country. This year too WIFW received a large turnout of designers and buyers from all over the world. WIFW continues to be a trend setter for forecasting fashion for the next season.”
Wills Lifestyle being the Title sponsor along with Fiama Di Wills, the associate sponsor and Myntra.com, the platinum partner had also set up their lounges at the event. Other sponsors to name were Shree Raj Mahal Jewellers, Zoom, Radio One, Elle, Carlsberg etc.
The activation kiosks were immensely crowded mostly during the break between the shows. In this age where digital has married experiential, such installations gather immense footfall. Everybody wants to share their encounters with others and these real time activations raised the ante and left the guests with an unforgettable experience.
With such technological activations and massive footfall witnessing the ace designer collections at the Wills India Fashion Week, this year the event became a huge hit and set its standards even higher.
