Fiama Di Wills explores the concept of 'Rejuvenation' with Abraham & Thakore (A&T)
April 09, 2011
ITC, the multi-business conglomerate’s leading personal care brand, Fiama Di Wills, presents David Abraham and Rakesh Thakore (A&T), one of the most successful and respected designers in the global fashion fraternity at this season of the Wills Lifestyle India Fashion Week. The Fiama Di Wills show is positioned on the theme of ‘Rejuvenation’ this season in line with its latest launch of the Aqua Pulse Shower Gel and Bathing Bar, crafted exclusively for men. The unique collection by the iconic designers is a manifestation of the brand theme.
This season, A&T and Fiama Di Wills explore the concept of ‘Rejuvenation’ through a fresh and youthful expression on the influence of men’s wear on women’s high fashion. Menswear as worn in India has always successfully juxtaposed elements of traditional Indian clothing with Western clothing. This is true for both the metropolitan Indian as well as his rural counterpart. This relaxed attitude is the inspiration for the collection which brings forth a rejuvenating experience and is a unique presentation created for Fiama Di Wills. The collection juxtaposes the unexpected by re-imagining classics, thereby creating an intelligent and elegant expression of fashion and style for the Indian woman, this season.
Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Ltd said, “We take pride in our association with India’s premium Fashion platform, the Wills Lifestyle India Fashion Week because beauty is the essence of Fiama Di Wills and fashion is intrinsic to beauty. We are delighted to present David Abraham and Rakesh Thakore, renowned designers in the global fashion fraternity for the Fiama Di Wills show. This season, their collection is aligned to the brand proposition of ‘Rejuvenation’ and presents a unique experience of Indian fashion wear exclusively for Fiama Di Wills.”
Say, Abraham & Thakore for the Fiama Di Wills show, “It is our pleasure to associate with a premium brand like Fiama Di Wills this season. Exploring the concept of rejuvenation for the brand’s new line of products, our collection is a fresh new take on the classics of menswear re-invented for a contemporary Indian woman’s wardrobe.”
