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When testosterone scorches the ramp
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Come April 8 and all action will be centred on men
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— Photo: Sampath Kumar G.P.
The show will feature top models sporting the latest in hairstyles and accessories.
BANGALORE CHURNS up the country's best models, beauty pageant contestants, choreographers and boutiques. But fashion shows? Just the odd one, as part of a multi-city tour, or showcasing a local designer's creations. So now Prasad Bidapa, India's own fashion guru, has set out to change that. Come April 8 and Bangalore will open its doors to fashion heavyweights and leading brands — but this time instead of women scorching the ramp, the action will be centred around the men.
The Castle India Men's Fashion Fair to be held at the Taj West End is being hailed as India's first fashion fair dedicated to men's wear. For two days, this exclusive event will bring designers and brands on the same ramp; local designers Ayaz Khan, Lokesh Ahuja and Raj Shroff as well as national names such as Rohit Bal, Raghavendra Rathore, Anamika Khanna and international artists Bibi Russell and the labels Madura Garments and Daks will all be displaying their clothes under the banner of CIMFF (Castle India Men's Fashion Fair).
Promoters Prasad Bidapa Associates are hoping that this fashion event will put Bangalore on the fashion map and give men's fashion its due recognition. "Sadly, men's fashion is always saddled with other segments and has never been given the due prominence it deserved. Our aim behind organising an annual men's fashion fair is to celebrate men's fashion and provide a new direction to men's fashion in India," said Prasad Bidapa.
Tourism officials are hoping that much like the Lakme India Fashion Week, this event will in course of time also boost the numbers of fashion-crazy visitors to the city. "An event of this nature is on an international level and will be an asset to the development of tourism in Bangalore," explained Mahindra Jain, Managing Director, Karnataka State Tourism Development Corporation.
Not just will the CMIFF feature top designers and brands, it will also feature top models sporting the latest in hairstyles and accessories, acting as an indicator for trends in the upcoming season.
Entry passes can be won by participating in promotions and consumer contests by Castle Lager at select outlets.
HEMANGINI GUPTA
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