Manish Malhotra to merge fashion with technology


Lakmé Fashion Week goes digital this season, and Manish Malhotra unearths excitement. The famed designer sets the stage to present a bespoke collection that will transform the grandeur of the runway into a Virtual Reality show in association with the award winning airline, Etihad Airways.


This is the second designer collaboration for Etihad Airways after working with the Oscar de la Renta fashion house in Australia earlier this summer.

The virtual reality show will break geographical barriers and will give viewers the excitement of actually being present at the show; from backstage to the front row and the post show party.The Virtual Reality video of the show will premiere at an exclusive event after the Lakmé Fashion Week.

Manish Malhotra’s fashion show will be held in Mumbai at ITC Grand Central on August 24th on Day 1 of Lakmé Fashion Week.

His new collection spotlights Indian craftsmanship combined with modern silhouettes. The fashion house will showcase its signature embroidery work with textured colours meshing with subtle shimmer and sparkle. You can expect statement ensembles and handcrafted evening wear that will make a trousseau special for every moment surrounding a wedding. The show promises to be an experiential setting, a celebration for all the to-be brides.

On this exciting new association, Manish Malhotra comments, “I am delighted to be partnering with Etihad as two future forward brands come together- this will be the very first fashion show that will give viewers an experience beyond frontiers, space and time”.

Patrick Pierce, Etihad Airways Vice President Sponsorship, said: “The fashion industry and Etihad Airways represent an ideal brand fit, sharing attributes of being ambitious, innovative and creative – key characteristics that are reflected in our renowned inflight service and hospitality. We are therefore delighted to collaborate with Manish Malhotra, one of India’s most celebrated fashion designers, for his opening night event at Lakmé Fashion Week. It promises to be a remarkable show featuring the same VR technology that we premiered with our recent A380 film Reimagine.”



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