Intimate wear has been receiving quite a prominent space in the recent years in the fashion industry. Gone are the days when people would hesitate to spend exorbitant amounts on lingerie or sleepwear and rather suffice their needs with available regular brands. The fashion conscious generation these days places quite an importance to what goes underneath their clothing. Keeping in pace with the modern sensibilities, jewellery designer Mona Shroff brings us country’s most anticipated fashion event, India Intimate Fashion Week.
IIFW aims to focus on all the facets of intimate and personal care industry in a highly stylised manner. From lingerie, loungewear to active wear, swimwear, and even the least focussed upon section men’s intimate wear. Director and Founder of IIFW, Niraj Jawanjal says his intention is to build a platform in this section and showcase the unexplored talent of designers and further, creating a mass acceptance and endorsing this tabooed sect of clothing with catwalk supremacy.
He adds, Our vision is to gradually engage as many national and international intimate wear brands and designers and create a strong business place to showcase this under-represented category in next three years. Through India Intimate Fashion Week, we will also recognise and honour industry leaders from intimate wear category with India Intimate Awards, some if who will also be part of the jury of this initiative.
