Now, watch Lakme Fashion Week live online

New Delhi: The organisers of the Lakme Fashion Week (LFW) want to connect instantly with their audiences and are launching LFW TV online to enable people all around the globe watch all the shows live and catch exclusive backstage action as well.

'We have to recognise the importance of the online space. What people want is access to what is happening on the runway and behind it as well, provided they are given this access in a relevant manner. So with LFW TV, we are giving viewers an opportunity to see what happens in real time,' Ravi Krishnan, managing director, IMG South Asia and senior vice president IMG, told IANS at an event here Thursday.

'So, looking at these factors, we will also give them an insight about backstage activities, some exclusive interviews and post-show party fun as well. This will help fashion enthusiasts and buyers gain real-time access to shows,' he said.

Bandana Tewari, fashion features director of Vogue India, will host the short series, which will be available at www.lakmefashionweek.co.in

Expanding on the initiative, Lakme Lever CEO Anil Chopra said: 'We try to bring in a new change every season. We came out with this idea after we saw the data - we have as many as 30,000 followers on Facebook and in the past few months, we have received around 50,000 hits on our website.'

'So the data shows that people are interested in fashion and are keen to know about the latest trends,' he added.

This is not the first time LFW has embraced technology. Last year, the organisers had collaborated with e-commerce site Fashion and You, an online fashion retail portal, to generate business for the LFW designers.

'We are in an era of convergence - of talent, trends and time. A platform for business and promoting Indian designers. LFW constantly innovates and introduces newer concepts and best practices of the industry to drive commerce,' said Chopra.

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