Mumbai, 19th June, 2018: Continuing its legacy as the country’s premiere fashion stage, Lakmé Fashion Week (LFW) in association with smartwater announces ‘The Platform’, a programme conceptualized to identify and mentor young and innovative designers who are willing to push the boundaries of fashion and create a new ‘Norm’

A progression for LFW from its ‘Gen Next’ designer search programme, ‘The Platform’ aims to lend impetus to an alternative genre of fashion – unconventional, innovative and fearless. Inspired by the origin story of smartwater- a brand developed on the tenets of innovation, risk taking and forward thinking, ‘The Platform’ aims to unearth talent that knows no boundaries.

The registration for the programme is now open till the 30th June 2018 at http://lakmefashionweek.co.in/. The shortlisted entries will be judged by an eminent jury from the field of fashion and design.

The winning designers will be mentored by India’s prominent fashion icons and get the opportunity to showcase their creativity at the upcoming Lakme Fashion Week.

Speaking about the programme, Anoop Manohar, GM Marketing, Coca-Cola India said, “The Platform aims to give an opportunity to a new generation of designers who are willing to disrupt the conventional norms of fashion through their authentic and thought provoking ‘story based’ collections. We hope for this programme to inspire design, not bound by the constraints of stereotypes- giving rise to a new movement in the field of Indian fashion. I am personally very excited about this programme and looking forward to discover some great talent through this initiative”.

Based on smartwater’s core theme of ‘Inspired by the clouds’, the winning collection/s will reflect the designers’ own interpretation of the theme, in the form of  experimentation with texture, fabric, shapes or colour that are inspired by clouds.

Jaspreet Chandok, Vice President and Fashion Head- IMG Reliance, said, “Lakmé Fashion Week is committed to bringing new designer talent to the fore. Having successfully launched many of the most exciting labels, we want to now nurture and help support them with this exciting new program. We are happy to launch The Platform in association with smartwater.”

About smartwater

smartwater is the no.1 premium water brand in the USA, newly launched in India last year. What makes smartwater so smart is the unique process of vapour distillation that is inspired by the simple process that nature uses to make clouds to give us the purest water, which is then remineralized with electrolytes, lending it a clean, crisp taste. smartwater is the perfect lifestyle accessory that our stylish brand ambassador Jennifer Aniston swears by, and is on its way to become the talk of the town. 

About Lakmé Fashion Week:

Lakmé Fashion Week is jointly organized by Lakmé, the No.1 cosmetics and beauty services brand in India and IMG Reliance Pvt. Ltd., leaders in sports, fashion and entertainment marketing and management.

Lakmé Fashion Week has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world.” Lakmé Fashion Week is organized twice every year. For further information log on to http://lakmefashionweek.co.in/