Lakme Fashion Week ties up with e-commerce portal

Lakme Fashion Week (LFW) has entered into a strategic collaboration with fashion trade portal Fashion And You as part of its push to further the business of fashion by using e-commerce.

The portal has created a special "Launch My Line" space to promote designers from the Gen Next and Emerging sections of the upcoming Winter/Festive 2010 edition of LFW (September 17-21).  It will also host targeted sales events to promote all LFW designers.

Gen Next features interesting new designers at the start of their careers, while Emerging shows designers who have been in the business for around 4-5 years.

Fashion And You is a private shopping club that features top international and Indian designers and runs limited-time sales offering discounts of up to 80 percent off retail prices. Membership is by invitation only but is free and open to global consumers.

Other highlights of the Winter/Festive 2010 edition of LFW include the Gen Next 5 show, which marks the five-year anniversary of Gen Next. The show will feature ten previous Gen Next designers including Aneeth Arora, Anuj Sharma and Kallol Datta.

The event will also feature leading Indian designers Manish Arora and Ritu Kumar, marking the first time they've appeared on the LFW runway. Malini Ramani will present the Lakme Grand Finale with the theme "Gypsy Collection," which is influenced by her travels around the globe.

LFW, which takes place at the Grand Hyatt in Mumbai, and the Wills Lifestyle India Fashion Week in New Delhi are the two major fashion shows in India.

Lakme Fashion Week website:

Fashion And You website: