London Fashion Week: For the first time, social media content creators from India will walk the catwalk at New York, London Fashion Week

In a step-by-step move, a popular Indian designer Archana Kochhar has roped in popular social media influencers as her frontrunners. The designer will present her latest collection at Fashion Weeks in New York and London. It has engaged social media content creators for these events, a first in the fashion industry.

Who is registered?

Kochhar switched to Gaurav Taneja and his wife Ritu Rathee Taneja for New York Fashion Week. The couple is based out of Delhi and has a popular YouTube channel, Flying Beast. Apart from the couple, Aashna Hegde, a Mumbai-based lifestyle influencer, will also walk the ramp.

For London Fashion Week, Nagma Mirajkar, a Mumbai-based entertainment influencer, would be headlining the shows.

event

London Fashion Week, held in association with Vivz World Fashion Week and the British Fashion Council, is scheduled for September 17. The venue is the Hyatt Regency in London. Her collection is called ‘Le Gehna’, showcasing bridal trends in the modern contemporary world. The collection would fuse western silhouettes with traditional Indian embroideries in vibrant colors, innovative cuts and textures.

On the other hand, New York Fashion Week, in collaboration with The Society, is scheduled for September 11. This event will take place in the Hall of Mirrors. Kochhar would showcase her collection named ‘Jharokha’, which would be felt with sustainability in the world of fashion. This collection includes traditional handloom fabrics and western cuts. Home grown textiles curated by women from an interior village in Madhya Pradesh would be the highlight of this collection.

Frequently asked questions


Apart from India, are other countries using content creators as marketers?

Yes, other influencers are also emerging for important designers. These creators include Mckenzie Brook (of TikTok fame), Gavin Magnus (actor-musician) and Isabella Barrett (child TV star).


Has Kochhar done previews at these fashion events?

It would be Kochhar’s first show at London Fashion Week and fourth at New York Fashion Week.


What would the spectators promote?

Indian exhibitors would promote the Make in India initiative.