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'Innovation' is the foundation of all initiatives at Fiama Di Wills. The esteemed designers Payal Jain and Sanchita Ajjampur reflected the core brand value of 'innovation' through their creations at the Fiama Di Wills grand show at the Autumn/Winter 2012 edition of Wills Lifestyle India Fashion Week. ITC's Fiama Di Wills continuously strives to bring to the consumer, superior products and experience based on 'innovation'. Innovation is one word that best describes Fiama Di Wills. Whether it is the new specialized hair care range from Fiama Di Wills or the recently launched Laboratoire Naturel - a world-class centre for product development, the continuous endeavour and commitment to innovate has led to the creation of such products and centres of excellence. India's finest creative talents, Payal Jain and Sanchita Ajjampur, presented an exuberant show inspired by Fiama Di Wills' Raison d'être - Innovation.

Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Limited stated, "Fiama Di Wills is committed to innovation and takes pride in its long association with India's most premium fashion platform, Wills Lifestyle India Fashion Week. The endeavor is to present fashion and style through chic and innovative trend setting shows every season. This year, our designers Payal Jain and Sanchita Ajjampur, have sought inspiration from what is core to our beliefs, values and products at Fiama Di Wills - 'innovation' and will present their interesting creations."

Payal Jain whose work is synonymous with classic and timeless contemporary clothing said, "This is my first show with Fiama Di Wills and it's an honor to be associated with a brand of this stature that has achieved success purely through its innovative products and consumer associations in a short span of 4 years. The Fiama Di Wills woman has a contemporary and innovative edge; she experiments with fashion, beauty, design and art! My collection is an embodiment of age old textile traditions and techniques, reinvented in modern global interpretations of monochromatic tones and sensual, feminine silhouettes. Bold monochromatic strokes and strong chiaroscuro animal prints splashed on a canvas of delicate fabrics depict the complete anti-thesis of thought and expression. Innovative fabric treatments and techniques, hand-crafted textures, unconventional fabrics and unorthodox embellishments create a mysterious undercurrent which represents the various facets of today's Fiama Di Wills woman - strength to sensuality, warmth to confidence, modern to traditional, contemporary to natural!"

Commenting on her inspiration for the collection said Sanchita Ajjampur, "My approach to innovation is a perfect match for Fiama Di Wills, both of whom mesh fine materials, craftsmanship and hi-tech advances to create innovative products that respond to the sartorial and grooming needs of the modern New Age Fiama Di Wills woman. Through my collection I have focused on harnessing artistic sensibilities with bottom-up knowledge to craft original visual and textural languages expressed through fashion in an interpretation of innovation that showcases how the bond between fashion and art forms can be shaped into contemporary style with a unique and innovative twist"

Black Ice is Payal's interpretation of innovation. The heartlands of the rugged jungles of Kilimanjaro are home to the wild untamed animal kingdom. The presence of snow in the African subcontinent is an unfathomable miracle of nature.....welcome yet unexpected, soul-touching yet surprising, warm yet icy, stark yet sensual!! The various hues and horizons of nature never cease to amaze, titillate and excite the senses......beauty in all her glory can truly be seen only in Mother Nature.

This collection explores the regal and savage beauty of the creatures who wander unexplored forest terrain. Their persona is raw, natural, vibrant and unparalleled to anything on the planet. The mood is intense, dramatic, pulsating and simply breath taking....both visually and audibly! The audible silence of the darkness with the intensity of the wildlife which inhabits these forests sets the mood for this collection, Autumn Winter 2012. Inky black darkness of the deep dense forest coupled with the murmurs of the wild creatures that roam it, convey more than any symphony of colors, music, beat or rhythm can ever do! The cosmic sounds of forest reach the depths of the soul with infinitely beautiful hues of darkness. The vast spectrum of sounds, hues, textures, graphic motifs, fabrics and treatments are all representative of the vivid contrasts that exist in nature. Vivid, vibrant and enchanting infusion of scarlet red, tangerine orange, sunflower yellow and pristine ivory introduce the unexpected element of fun to the dark carbon black silhouettes. The fabrics flow freely and are exaggerated volumes with elaborate layering and draping. Small bundles of iridescent sequins sparkle in the midnight hues and varied textures.

Sanchita interprets the theme innovation by deepening the bond forged by fashion and art in a mix of avant-garde forms and modular pieces with a bold cut and feel, where utilitarian details and hi-tech arts and crafts create eye-catching counterpoints. In a dimensional play of cuts, layers, textural expressions, kinetic elements and fluid visual patterns, the collection translates Japanese influences, Samurai aesthetics and Kabuki motifs into a contemporary idiom, while alchemies and innovative approaches create a continuum of coordinated opposites. The focus is on body shape, motion and functional ease. The clothing is scripted into a subversive fashion commentary that pays tribute to the femininity and grace, vulnerability and valour, dreams and desires of the modern woman, giving the collection a unique urban vibe.