AIFW Grand Finale Collection made immediately shoppable, for the first time ever, exclusively at

No matter where you are, thePrêtDesigner collections from AIFW SS18 finale can be instantly purchased with just a click. Delivered directly from runway to your closet exclusively by Amazon Fashion

(L-R) Ashish Soni, Rina Dhaka, Rahul khanna, Rohit Gandhi, Krishna Mehta, Pankaj and Nidhi

(L-R) Ashish Soni, Rina Dhaka, Rahul khanna, Rohit Gandhi, Krishna Mehta, Pankaj and Nidhi

Designers Rina Dhaka, Rohit Gandhi & Rahul Khanna, Ashish N Soni, Krishna Mehta and Pankaj & Nidhi opened the finale with Amazon Exclusive ‘See Now, Buy Now’ Prêt collections

India’s foremost Couturier SuneetVarma concluded AIFW with his limited edition – ‘Garden of Eden’

New Delhi, October 15th2017 –Tired of waiting for your favourite statement pieces to be available in-store months after the fashion week is over? This festive season, experience instant shopping indulgence – straight from the finale runway to your closet with Amazon Fashion’s See Now Buy Now initiative.

The two-phased AIFW SS18 Grand Finale saw Prêtand Couture come together on the same ramp, brought the creators and the consumersto interact directlyand offered a perfect ode to the celebration of design at the 30th edition of FDCI’s India Fashion Week – all in one show!

Defying the traditional runway standards by being shoppable, Amazon Fashion collaborated with its finale designers to presentprêt-à-portercollections at the Grand Finale that can be purchased with just a click. Designers Rina Dhaka, Rohit Gandhi & Rahul Khanna, Ashish N Soni, Krishna Mehta and Pankaj&Nidhiopened the show with Amazon Fashion exclusive ‘See Now Buy Now’ festive collections.The collections included five capsule lines with six statement pieces each offering evening-wear, handcrafted in crisp silhouettes by Pankaj&Nidhi, smart-formals in textured jacquards developed in knit fabrics by Ashish N Soni, and occasion-wear collaged together from block printed, tie dyed and embroidered fabric by Krishna Mehta, every-day wear in fluid silhouettes by Rina Dhaka and wardrobe essentials in symmetrical drapes by Rohit Gandhi & Rahul Khanna.

The collections are immediately made available to purchase straight off the runway at the recently launched The Designer Boutique at To further offer a seamless shopping experience, customers are also able to shop for Amazon Fashion’s exclusive ‘See Now Buy Now’ runway collections directly through Facebook, Twitter’s shoppable catalogue andInstagram Direct &Instagram carousels.

“This is an extremely special season for us as we make, for the first time ever, aspirational fashion from the runway of AIFW immediately accessible exclusively at The Designer Boutique at Leveraging our investments in technology and infrastructure, our Grand Finale fulfills the demand for instant gratification. With this, we are taking a giantleap towards reinvention and new definitions of relevance in today’s digital economy while we democratize designer wear in India. We are really excited to break the barriers of time and reach to make this festive season an absolute indulgence for our customers”, said ArunSirdeshmukh, Business Head, Amazon Fashion.

Speaking on the AIFW SS18 Grand Finale, Mr. Sunil Sethi, President, FDCI, said, “With, we have an association which is committed towards building a robust alliance, a solid workable business module, one that is aligned with FDCI’s long-term vision—amplifying the business of fashion. We are thrilled to have presented the Finale that organically merges business with fashion in a world where technology means consumers want instant shopping satisfaction”. 

The show and the fashion week was rounded off with a grand festive display by celebrated couturier SuneetVarma marking his 30 years in the fashion industry with a line of 35 limited edition ensembles. His ‘Garden Of Eden’ collection showcased a mix of traditional motifs with abstract artworks through the use of sheer fabrics, the drapes and the delicate placement of embellishments.

The Designer Boutique at brings together an eclectic mix of designers and designs, making the go-to destination for emerging, established and upcoming designers. The boutique, uniquely positioned to provide affordability and accessibility, housesPrêt collections from over 50 designers and offers a direct opportunity to explore new & upcoming talent in the country.

Starting from INR 1500 to 30000, The Designer Boutique at offers 12,000 products for both women and men across apparels, accessories and footwear. Customers can now access collections from renowned designers with an iconic national and international presence such as Rina Dhaka, Manish Arora, MaliniRamani, Rohit Gandhi & Rahul Khanna and RohitBal,Pankaj&Nidhi, Krishna Mehta, AM: PM, Vitasta, Rinaldi&Nikashato name a few. The Boutique also offers young talent and upcoming designers like Blueprint, Poem, Crave Connect, Presa Shoes amongst others from prestigious design schools.

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