The digital India Couture Week 20/21 kicks off tomorrow with a handful of India's leading designers presenting their couture collection. Designers Falguni Shane Peacock, for the first time will present a virtual Fashion Film titled "Spectacle Prive given fashion and technology have taken on new meaning and a different turn during the pandemic."Given the rapid growth of visuals on social media, a powerful new format of communication and expression has emerged.The purpose of this fashion film is an artistic showcase to co-relate and recreate a reverie as the excitement from runway shows live to a new narrative form of showing couture via a fashion film," says Falguni Shane Peacock. The idea behind is to take viewers behind the scenes to witness the intrinsic effort put in every creation presented in each look. We are using this platform to present our inspirations and to tell the stories of our design concepts and how couture comes to life for us," adds Falguni.To dramatise this, Falguni Shane Peacock will be directing the film. In a quick interview IANSlife finds our all the details. Read Excerpts:
''Spectacle Prive'' a need of the hour or juxtaposed to the times?
Falguni: Digital is the way forward and the need of the hour. The fashion industry has been quick to adapt to the new normal. ï¿½Spectacle Prive' aims at taking the audience on goes on backstage as well as putting a collection out there. Its the need of the hour for audiences to see how a collection is put together, the challenges faced, the creative process, etc. We hope our film can convey this.High time celebrities and stylists turned their focus from international labels to finally being 'Vocal for Local' thanks to the pandemic?
Falguni: We are an international label and we have our representatives in New York, LA, and London. We have showcased at various international fashion weeks, dressed up most of the stars there, and have retailed at most of the stores there. For any Indian brand to go international, we have to support the international brands. We have struck a balance between supporting international brands along with the local brands, artisans, and resources. We believe 'Vocal for Local' is a great initiative that takes care of the local artisans by encouraging and creating awareness for local crafts, artisans skills, and manufacturing. It is also about providing them employment opportunities. Therefore, brands, celebrities, and stylists do play a great role in striking that balance between international and local, and supporting craft genuinely, irrespective of India or international.Couture can be viewed as highly extravagant at a time when crisis surrounds us; how does one cope with the guilt of indulgence?
Falguni: Couture has, is, and will always be about special indulgence for special occasions. Pandemic or no pandemic, it doesn't affect the special significance of couture. Couture is extravagant because of the craft, the detailing, the finesse, and the impeccable finishing that goes into its making. When you see the garment after its complete, it looks so spectacular that there can be no price that matches its beauty. For us, couture is all about the craft, and it's priceless.Your collection is an artistic showcase to recreate a reverie as the excitement from runway shows via a fashion film, do you think it's high time the audience and the clients are made aware of what goes into a creation?
Falguni: When you view couture via a fashion film or digitally or on social media, you will only be able to look at it. To get wowed visually, you have to go to a fashion show or visit the store and get the feel of what couture actually is and what is so special about every piece that stands apart. It like the difference between looking at a monumental beauty on the internet and in reality. Couture, too, is just like that. The man-hours that go into creating it, the real challenges that are faced, etc. cannot be shown via digital modes. So, no matter how digitally you have advanced by putting the couture out there, it is only when you see the ensemble physically that you can admire it, understand it, and become aware of all the work that goes into its making. That said, digital is a great way to showcase a collection and the final product due to its widespread reach.
Your thoughts on this season's Digital ICW.
Falguni: As we follow the fashion calendar, skipping shows and seasons during these times is not the answer. Having fashion shows digitally and not skipping the fashion week calendar until the pandemic lasts, is a great initiative. We are very lucky to witness and become a part of this, as we had never thought that there would be a phase in our lifetime when we would have to show our collection virtually. Despite the pandemic, the fashion calendar will go on. So we are not skipping it, we are only doing it via a different medium.
We are extremely excited to be a part of this medium because its the first time we are showcasing our collection this way and we never expected that one day we will show couture through a digital fashion week. As much as we are excited about this show, the same amount of effort that has gone into the making of this couture week. We hope you enjoy it as much as we have enjoyed creating it.