INDIA: [LFW] Hamley's and Mattel Kids show at Lakme Fashion Week

The Lakme Fashion Week has seen models and Bollywood stars walking the ramp, but this time even children will join them for a special show.

World's famous toy shops – Hamley's and Mattel – will host the first kids fashion show at the Lakme Fashion Week to be held here in August.

Hamley's has tied up with Barbie and Hot Wheels to host one of its kind fashion show at LFW Winter/Festive 2014, where 20 children aged 6 to 12 years from across India will get a chance to walk the ramp.

"Lakme Fashion Week is known for being an innovative platform that constantly presents distinctive initiatives.

This season too brings in new and heightened experiences, one of which is a show by kids which is being co-presented with Hamley's. This special show promises to add excitement and a new dimension to LFW experience," Saket Dhankar, Head-Fashion, IMGReliance, said in a statement here.

To be a part of this, children will have to participate in the workshop and city-wise auditions to be conducted by Hamley's at its stores across New Delhi, Mumbai, Bangalore, Ahmedabad, Chennai, Pune and Chandigarh.

Judges will choose 20 finalists and Hamley's will bring these little models to Mumbai for the LFW.

"Through this association with LFW and Mattel, we are trying to find mini fashionistas and create an out of this world experience," Reliance Brands CEO Darshan Mehta said.

Hamley's has launched in India through partnership with Reliance Brands which is a part of Reliance Industries.

During the fashion show, the children will walk the ramp in the latest collection from Barbie for little girls and Hot Wheels for young boys.

Lakme Fashion Week Winter/Festive 2014 will be held from August 20 to 24.

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 Winter/Festive 2014 will be held from August 20 to August 24 2014 Palladium Hotel, Mumbai. For further information log on to www.Lakmefashionweek.co.in

About Lakme:
Contemporary Indian beauty expert Lakme continuously innovates to offer a wide range of, high performance and world class 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.