smart is so much more than IQ or EQ. smart is beyond just academic and professional achievements. smart is not about how the world sees you, but how you see yourself in the world. smart is a lifestyle choice- a desire to be different by design. which is why smartwater – a brand inspired by nature’s own smart technology partnered with Lakme Fashion Week to bring ‘The Platform.’

15 finalists from over 100 hopefuls vied for the chance to showcase their creations at Lakme Fashion Week. they had their heads in the clouds but eyes firmly on the prize, as they presented unique and original cuts, fabrics and silhouettes which were #inspiredbyclouds.

the smart and stylish jury comprised industry stalwarts

From left to right: Anoop Manohar, General Manager, Marketing, Coca-Cola India Tina Tahiliani, Director, ENSEMBLE Payal Khandwala, Designer Nonita Kalra, Editor, Harper’s Bazaar Sheetal Malhar, Photographer and former model Jaspreet Chandok, VP & Head of Fashion, IMG Reliance

‘originality of thought’ and ‘innovation’ were the two key selection criteria for Anoop Manohar, who spoke about smartwater’s association with Lakme Fashion Week & The Platform

Jaspreet Chandok too felt that this was the right ‘platform’ for upcoming designers:

he also spoke about how the focus is not only on designers, but also on the craftsmen weaving their magic behind the scenes

Tina Tahiliani was looking for a mix of originality, interpretation and commercial viability in the participants’ collections

she also elaborated on how ENSEMBLE could help the upcoming designers manage the retail aspect of their business

Nonita Kalra was excited about the evolution of the fashion industry in the country

on the other hand, it was the evolution of the customer which was noteworthy to Payal Khandwala

according to Payal, smart dressing is a natural extension of one’s personality

and while on ‘smart’ and ‘natural,’ smartwater certainly stands out in the current ‘sea of sameness’ which is the premium water segment in India. it is manufactured through vapour distillation- the same process nature uses to make clouds. water is first evaporated to remove impurities, condensed back to pure water, and remineralised with electrolytes-  potassium, calcium and magnesium to give it a clean, pure and crisp taste.

as Anoop explained:

stylish outside. smart inside. or as Anoop summed it up