MUMBAI: Reliance Industries’ online luxe and fashion platform Ajio teamed up with Asos, the online fashion behemoth, to deliver a right proper Summer of Style at Lakmé Fashion Week. And, darling, it was a corker. The collaboration, exclusively available on Ajio in India, brought Asos's latest transition line to the runway, proving that global fashion can indeed have a desi twist.
The show, a veritable feast for the eyes, showcased an eclectic mix of shirts, trousers, skirts, dresses, and co-ord sets, all designed with a breezy, contemporary aesthetic. Hindi cinema's own Tara Sutaria and Veer Pahariya strutted their stuff as showstoppers, embodying Asos bold yet relaxed vibe.
"Fashion's about confidence, innit?" said Tara Sutaria, "and Asos nails it. Walking for LFW is always a thrill, and this year's summer of style with Ajio was no exception."
Veer Pahariya echoed the sentiment, adding, "Asos has always pushed the boundaries of fashion, and this collection is no different. Walking for A Summer of Style was a thrilling experience, and I can't wait for more people to discover these looks on Ajio."
The Asos transition line, presented in three distinct collections, catered to every sartorial whim:
* Botanical Garden/Resort: Think breezy, nature-inspired looks perfect for escaping the city's stuffiness.
* Pastel Stories: Dreamy, soft hues for those who prefer a touch of effortless elegance
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* Monochrome: A bold black-and-white affair for the modern minimalist who likes things sharp.
"We're proud to bits to bring Asos’ latest collection to India," said Ajio CEO Vineeth Nair. "We're all about bringing global fashion to Indian consumers, and this collaboration nails that."
Asos managing director wholesale Michelle Wilson added, "India's a right exciting market for us, and our partnership with Ajio has helped us reach a growing audience of fashion-forward types. The response has been smashing."
Following the runway spectacle, Ajio and Asos hosted a swanky stakeholder event, giving industry bigwigs a sneak peek at the collection. It was a right royal knees-up, and a testament to the power of fashion to bring people together.
