Sunil Sethi talks about India Fashion Week's title sponsor transition from Wills Lifestyle to Amazon
by Isha Gakhar Marketing | October 16, 2015 | Feature
Amazon India Fashion Week Amazon Maybelline New York fashion week Sunil Sethi
Now in its second edition, Amazon India Fashion Week S/S’ 16 culminated at NSIC Grounds, Okhla, from Oct. 7 to 11, with participation from 115 fashion designers on the runway and exhibiting area.
A registered IP of the Fashion Design Council of India (FDCI), the trade event partnered with many leading corporates like Amazon, Maybelline New York, Spaces Home & Beyond, Kohler, Typhoo, Elle and Sunar Jewels, as its official sponsors.
Talking about the property’s association with Amazon, Sunil Sethi, President, FDCI says, "When the whole world is going on clicks, and not on brick-and-mortar, I think we’re lucky to have Amazon at the right time.”
Elaborating on the transition of the title sponsors from ‘Wills Lifestyle’ to ‘Amazon’, Sethi said, “We had a wonderful relationship with Wills and we cherish that. I’m grateful that they have supported us all these years, but fashion is about change and being fast. Amazon came into India two and a half years ago, and this is our second week together, and it’s here for everybody to see that we are going bigger and more fashionable – we are more about being made in India and contemporary, and we are proud of that.”
Any challenges while re-branding the event? “Not at all, it was a very smooth transition, as the event remains the same - the only change is in the title sponsor. ITC is a graceful company - there is never been a question of loyalty or commitment, as the India Fashion Week is for those who are committed towards fashion - both Wills was and Amazon is - in a digital and e-commerce format, so we are lucky to have them on board.”
This season had a great presence of brands, when it comes to sponsorship and association. Sethi concluded, “FDCI is a not-for-profit body, so we are a body - by the designer, of the designer and for the designer - so from where does the money comes in? If the ministries won’t support fashion bodies, then who else will? And if I don’t have my sponsors, this will not take place - so we utilise the money only for the growth of the fashion industry."
The recently concluded spring/summer season of Amazon India Fashion Week (AIFW) was sponsored by numerous brands including Maybelline New York, Spaces Home & Beyond and Sunar Jewels.