INDIA: [LFW] Fashion Films Premiere - An Interesting Look at Fashion & Films

An event titled 'Fashion Films Premiere' was presented by India's leading Bollywood stylist and Fashion Director of Vogue India, Anaita Shroff Adajania at Jabong Stage during Lakme Fashion Week Summer/Resort 2014.

Anaita's expertise on the fashion front is well known as she has been the creative brain behind Elle, Vogue and Bollywood blockbusters.

Anaita started with 'GAGA' by Designer Tanya Sharma, an exuberant visual of a model, resembling an actress showing a continuous shift of her changing designer outfits, socializing with the people meeting and dancing the night away, bringing out the eccentric and moody person that she is.

The next was by Barkha and Sonzal titled 'The Buddha', featuring dancer/choreographer Terence Lewis, showcasing the changing expressions of man in his spiritual state and a contrasting mood of anger.

'VALLIYAN' by Nitya Arora titled 'Juliet loves Juliette', was on the lush green lawns of a resort holiday where women love to dress up in their most eye-catching poppy shades and adorn themselves with jewels that match the atmosphere and mood that surrounds them.

A film by Sonaakshi Raaj showcased a model changing several outfits, which was a surreal essence of a dynamic Broadway actress. The director Vikram Bhawa added that the idea was to tease women with the clothes she wears.

A presentation on VOGUE's current editorial 'Tropic Thunder', showcased model Rikee Chatterjee living in her own space. This portrayed a strong desire towards all things fashionable and beautiful, wherever she goes.

'ROUKA' by Shreejith Jeevan was an excellent amalgamation of sound, feel and look of everyday things that keeps people on the move, such as weather forecasts and automobiles.

'JEWELS' by Queenie Singh, directed by Vikram Bawa portrayed the effortless and luxurious feel of jewellery worn by a woman.

'Je Voudrais', a film directed by Maite Catti was one that kept the viewers eyes glued to the screen, as the innocent blonde model turned to food, to ease her troubles by consuming jewellery in the form of a meal.

This presentation gave an insight to the audience on what goes behind the ideas and thought process of a short fashion film.

About Lakme Fashion Week
Lakme Fashion Week (LFW) is jointly organized by Lakme, the No.1 cosmetics and beauty services brand in India and IMG Reliance, the global leader in sports and entertainment event marketing and management. LFW has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world”. LFW is organized twice every year. Lakme Fashion Week Summer/Resort 2014 was held from March 11-16th at Grand Hyatt Hotel, Mumbai. For further information log on to http://www.Lakmefashionweek.co.in

About Lakme
The contemporary and expert in the beauty industry, Lakme continuously innovates to offer a wide range of, high performance color cosmetics, skincare products, and beauty salons. In addition to leveraging Unilever’s worldwide expertise, Lakme also partners with the leading cosmetic house; Milan-based Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila. Combining international cosmetic technology with an in-depth understanding of the Indian woman’s needs, Lakme also offers its consumers a comprehensive beauty experience through its products and services at the Lakme Salons and Studios. For further information log on to www.Lakmeindia.com

About IMG Reliance
IMG Reliance Pvt Ltd., is an equal joint venture between Reliance Industries Limited (RIL), India’s largest and most recognized private sector company, and IMG Worldwide (IMG), the world’s leading sports marketing and management company. The joint venture company will develop, market and manage sports and entertainment in India. Its current assets include India’s premier fashion event, Lakme Fashion Week and South Asia’s only ATP World Tour event, the Aircel Chennai Open. IMG Reliance has entered agreements with the Basketball Federation of India (BFI) to create a new professional basketball league and manage all aspects of the commercial rights to the game in India and the All India Football Federation (AIFF), to improve, popularize and promote the game of football throughout India, from the grassroots to the professional level. IMG Reliance has also created a scholarship program to identify and train talented young Indians from sports including – basketball, soccer and tennis-at IMG’s world-class sports training facilities at IMG Academies in Bradenton, Florida.

About IMG Fashion
IMG Fashion is dedicated to facilitating a gateway to the fashion world – from creation to consumer. We offer solutions that seamlessly connect and associate fashion’s key constituents and corporate brands using IMG’s global resources, influence and expertise. Within the fashion industry IMG represents the world’s top models, leading designers and the most influential photographers, art directors and stylists. The division produces the leading fashion events around the globe and represents many of the industry’s top organizations and federations as well as works with various local and national governments, creating regional and international fashion platforms. For more information on IMG and its business visit www.imgworld.com