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ITC to sponsor fashion week

Madhur Tankha

NEW DELHI: After much suspense and speculation, the Fashion Design Council of India on Wednesday announced that ITC's premium fashion brand Wills Lifestyle is going to be the official title sponsor partner for the upcoming India Fashion Week.

The biggest fashion extravaganza in the country -- to be organised at The Grand here from April 5 to 9 -- will see participation of over 80 designers, including top-notch and budding ones who are desperate to make a mark in the highly competitive world of fashion.

To attract the attention of Indian as well as foreign buyers, the designers will showcase their prêt (ready-to-wear) and diffusion (between ready-to-wear and couture) lines in Indian, Indo-Western and Western categories on the ramp. And as usual, some of the most charismatic models are all set to sashay down the ramp at the five-day event.

"With this association I see a unique synergistic opportunity for the partners of the Wills Lifestyle India Fashion Week to gain global recognition. India is gaining a growing share of the global mind space. I believe that garment designing can provide us a new source of competitive advantage. This will help India emerge as the fashion hub of the world, benefiting all constituents of the Indian textile, apparel and fashion industry," said the Chairman of ITC Limited, Y.C. Deveshwar, here.

An important highlight of the Wills Lifestyle India Fashion Week 2006 is that it will be a bi-annual event and the collections will be season-specific. FDCI Director-General Rathi Vinay Jha said that Wills Lifestyle would be the official sponsor for the next three years and expressed hope that the association would make a fashion statement.

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