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LFW, no longer just a fashion statement

Fashion, a while ago was a very exclusive affair, where it was all about the design, the fabric, the models and the designer. However over years, brands and people alike have realized that the fashion world isn't just about glamour and glitter but also a great opportunity where one can be seen and heard. Brands have found the best way to put beauty forward by collaborating with fashion and style. Lakme Fashion Week, a platform where dreams come true, is also now a platform where brands other than the usual ones in the circuit want to be present. Leveraging from its glitzy environment, this time's LFW saw sponsors like Aircel, DHL to even Fiat.

Fiat, the exclusive automobile partner of the Lakme Fashion Week made a unique style statement by launching its brand new model, TJET in a royal manner. Fiat Linea was stylized with sparkling embellishments. Little Shilpa, the ace designer went all out and designed the Fiat Linea with these embellishments to give a sense of style and speed. This perfectly complimented its association with the fashion extravaganza, The Lakme Fashion Week.

Speaking on the association, Rajeev Kapoor, President & CEO, Fiat India Automobiles Ltd. said, "Our collaboration with Lakme Fashion Week as the exclusive automobile partner offers us an ideal platform to showcase the avant-garde automotive design and splendor of the Fiat Linea. The quintessence of this association emphasizes our deep commitment to continually setting new benchmarks by creating luxurious products for people with superior demands. We are happy that India's leading accessory stylist Little Shilpa has elegantly reinvented the stunning Linea further"

Little Shilpa said, "I feel very privileged to be associated with Fiat. The Linea's sleek silhouette, sophisticated contours and unique style is hugely inspiring for creative minds. With increasing Fiat Linea's fashion quotient as the brief, I decided on the usage of the shimmering crystals in my design for the Fiat Linea, accentuating its beauty even further".

Commenting on this launch, Swati Mohan, National Head - Entertainment, Sports and Partnerships, Maxus further said, "The Fiat association at Lakme Fashion Week is an excellent example of how a single idea is leveraged across paid, owned and earned media, keeping the consumer at core. This is the first time a car partnership has been blended into an event so perfectly to capture context as well as impact; allowing both the brand and event to benefit equally from it. We hope to work with Fiat for many more such associations in future."

The Fiat linea offers a perfect blend of sophisticated style, guaranteed performance, class leading comfort, and all-in-all an outstanding ride. Its association with Lakme Fashion Week appropriates this social stature along with reinforcing its position in the lifestyle segment.

LFW has become more than what it was, it is an event, where brands irrespective of segments want to be associated with. It now perfectly blends in glamour and business against a backdrop of ramp walks and latest designs. | By Janees Antoo [janees(at)adgully.com]

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