|
MUMBAI:
Levi's, the creator of the world’s first pair of jeans, and
the leading Jeanswear brand in 110 countries – of which India
is one – has recently announced a strategic partnership with
Lakmé Fashion Week Spring/Summer ’08. This association
will be brought alive through the Levi’s Gen Next Show.
Levi's
Gen Next is the stage at Lakmé Fashion Week, through which
emerging talent gets an opportunity to showcase their offerings
to the fashion community. This season, Levi's is the title sponsors
for this extremely exciting and innovative idea. Over the last 130
years, Levi's has continuously innovated and reinvented itself in
order to remain relevant to youth through the ages – and this
latest association with the emerging superstars of future design
is one more step in that direction.
The
story of the Levi's love affair with innovation and ingenuity has
also found new expression in a line called Levi's Red. Designed
and crafted to satisfy even the most demanding fashion connoisseurs,
seekers and adopters, Levi's Red constantly reinvents the face of
Jeanswear. Looking to go against the popular grain, Levi's Red inspires
revolutions in Jeanswear design, while being rooted in the rich
legacy of Levi's. The Levi's Red line will be a key feature of the
Levi's presence at Lakmé Fashion Week this season –
the latest collection of which is being specially flown in from
Europe for LFW.
Mr.
Shyam Sukhramani, Director Marketing at Levi’s said, “Levi's
is a brand that is rooted in the originality and innovativeness
of its products. The process of innovation started with Levi Strauss
and Jacob Davis together creating the world’s first pair of
copper riveted jeans (then known as Overalls) way back in 1873.
Continuing this legacy of innovativeness, Levi’s association
with the Lakmé Fashion Week Gen Next show came almost like
a natural extension of the brand. We are extremely delighted about
the show and are looking forward to know how people would receive
a Jeanswear brand at an event predominantly associated with high
fashion.”
Mr.
Anil Chopra, VP, Lakmé Unilever expressed his delight over
the association saying, “Lakmé is glad to seek Levi’s
association with Lakmé Fashion Week this season. The presence
of international brands such as Levi’s reinforces the fact
that Lakmé Fashion Week is a truly global platform. We believe
in innovation and in promoting young potential. Lakmé Fashion
Week’s Gen Next program is a unique platform that offers budding
designers to showcase their creative expressions to the entire fashion
fraternity. It gives me immense pleasure today when I see designers
who have debuted on this platform in the previous seasons have now
gone on to make a big name for themselves.”
The
‘GenNext’ program was unveiled for the first time in India
at the inaugural Lakmé Fashion Week 2006 with an aim to provide
a platform for promising young talent. Designers debuting this year
are:
Gen
Next Designers
Arjun
Agarwal
Bijoya
Mukherjie
Dhirendra
Singh
Kallol
Datta
Rimzim
Dadu
Roopa
& Kanick
Swati
Bhimte
|
