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DAY 05 | #AIFWSS18 | Grand Finale & Amazon Fashion's See Now Buy Now Initiative


Fashion weeks for me are perfect occasions to meet colleagues, artists, designers, and people from the fraternity that contribute to the overall success of the 5-day long celebrations. This year too witnessed mad rush from one designer showcase to the other; launch parties, sneaking in a cup o latte in between and endless conversations with people who eat, live and breathe fashion. Even though I had been hustling hard since last 4 days, Day 5 was pretty easy and effortless. I had been waiting to attend the finale show that was conceptualized by the Amazon Fashion team, which also brought in a prêt-à-porter collection featuring various designers on the runway whose collections could then be purchased with just a click.

The most beautiful characteristic about the fashion week is that you can be your creative self especially when it comes to putting together your looks and then again, you don’t have anyone to judge you whatsoever.  The 5 days at fashion week unshackles your soul and helps you celebrate style in diversified ways. Before I even begin to share details about the amazing grand finale show, I want to share my OOTD of the day, which was an unequivocally playful dress by Pankaj and Nidhi. Wearing this dress just made me reminisce days where ingenious makeup and big hairdos didn’t really exist, where the clothes were a true representation of one’s personality. 

I love the ruffles; the prints and the generous use of colour on this easygoing dress that I also think can be a great date outfit for anyone. Designers Pankaj and Nidhi need no introduction but in case you are looking for a label that offers a perfect blend of modern style, ingenious patterns and comfort at the same then you know where to shop for your Spring Summer staples. Absolutely love the abstract print with light embellishments on this one. Find them on the Amazon Designer Boutique and get shopping! 

This festive season Amazon Fashion India is all set to enchant everyone who waits months and months to shop for runway pieces right after the fashion week is over! You can now immediately indulge in a great shopping experience courtesy Amazon Fashion’s See Now Buy Now initiative.

From being shoppable to curating the best of designers all at once, the two-phased AIFW SS18 Grand Finale saw Prêt and Couture come together on the same ramp at the 30th edition of FDCI’s India Fashion Week. Amazon Fashion collaborated with its finale designers and presented the prêt-à-porter collection that is available to shop with a single click on the Amazon India website. For their ‘See Now Buy Now’ festive collection, Amazon Fashion got designers Rina Dhaka, Rohit Gandhi & Rahul Khanna, Ashish N Soni, Krishna Mehta and Pankaj & Nidhi. The collections included remarkable silhouettes by Pankaj & Nidhi, block printed, tie-dyed and embroidered fabric by Krishna Mehta, textured jacquards by Ashish N Soni, fluid garments by Rina Dhaka and some clean & crisp drapes with basic style staple by Rohit Gandhi & Rahul Khanna. 

The highlight for me was the grand festive display by master couturier Suneet Varma marking his 30 years in the fashion industry presenting a line of 37 limited edition ensembles. The theme for his showcase was ‘Garden of Eden’ and we witnessed a mix of traditional motifs with conceptual artworks, drapes, and stunning embellishment. 

The #AmazonDesignerBoutique is the ‘it’ place to shop and discover designers for your go-to and occasion specific fashion needs. This designer boutique on brings in great accessibility and an exhilarating shopping experience starring over 50 designers, all under one roof.  

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