70 EMG Brings the Alchemy Theme to Life at Lakme Fashion Week 2017 Finale

Marketing | February 15, 2017 | News

Lakme Fashion Week 70 EMG

The grand finale of the glorious Lakme Fashion Week 2017 was organized by 70 EMG on February 5 at Bandra Fort, Mumbai. Anita Dongre was the designer for the grand finale while ace Bollywood actress Kareena Kapoor was the showstopper. The theme of Anita Dongre's finale collection on the runway was 'Alchemy' - liquid gold. The theme was resonated through the fluid contemporary traditional silhouettes with liberal gold accents and delicate surface embroidery.

The theme ‘Alchemy’ was conceptualized keeping in mind the essence of Lakmé’s latest beauty range, which also centers around the theme of liquid gold. The Lakme Fashion Week Finale Designer Anita Dogre cited the inspiration of her collection at the show from the sun-kissed sand and flora and fauna of Rajasthan, keeping in mind a modern, young Indian woman. The brand’s signature Gota Patti work was also featured in this collection that showcased over 60 looks on the runway in contemporary silhouettes for the modern age and it was in sync with Lakme India's upcoming 'Liquid Gold' lipstick launch—the lipsticks are infused with argan oil.

Held outdoors in the amphitheater of Bandra Fort, the stage of the show was set in a lush garden. Anita was keen on doing the show at Bandra Fort, since it is a heritage property she has been visiting as a child. The setup was done by 70 EMG with greens and keeping in mind the natural beauty of the venue. The Lakme Argan oil Lip range was the launch of the season, making it the umbrella theme for the whole week. The setup took about 3 days to get completed and a small team of about 8 people from the agency primarily worked on the finale with a support staff of about 65 others. Special customized tree hanging lamps were designed to look like Argan oil drops and were specially sourced from Agra.

Speaking about the finale, Xerxes Antia, COO, 70 EMG said, “The stage was indeed set for a mystical show with a beautiful stage deisgn that teleported the audience to a forest. The garments were fresh, distinctive and amazingly Anita Dongre. All in all, the show left the crowd in true acclamation for what was a Grand Finale.” 

Below are a few stunning moments that we stole from the event. 

The grand finale of the glorious Lakme Fashion Week 2017 was managed by 70 EMG on February 5 at Bandra Fort, Mumbai.

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