INDIA: [LFW] Rouka by Sreejith Jeevan – Fashion Forecast

From the National Institute of Design, Ahmedabad and Ecole Nationale Superieuere Des Arts Decoratifs, Paris, Sreejith Jeevan's label "Rouka" had a strong creative base that moved from weaver to wearer. Putting an emphasis on the work of handloom weavers, women embroiderers and differently-abled painters who created the artistic button, Sreejith's collection called "Weather Forecast" for Lakme Fashion Week Summer/Resort 2014 was inspired by the romantic rain of picturesque Kerala. 

Quaintly styled in cloudy grey, dull brown and white with motifs of umbrellas, raindrops, paper boats, engines and cars; the outfits had a perky young appeal. Hip length Tees, preppy dresses, pleated pants, rustic skirts, comfy cropped jackets and casual tunics looked ideal for the young-at-heart dresser. Asymmetric closures were the focal point while the long tube with a black bolero with the right amount of embellishments gave a unique touch to the collection. When it comes to laid back styles, Sreejith Jeevan made the choice easy with this "Weather Forecast" collection.

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

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

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

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Added: June 18, 2014 Source: Lakme Fashion Week
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