AP PHOTOS: India holds digital fashion week amid pandemic

  • A model poses during a photo shoot for the Lotus Make-up India Fashion Week, at  the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    A model poses during a photo shoot for the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

  • A model poses during a photo shoot for the Lotus Make-up India Fashion Week, at  the farmhouse of a designer, in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, they aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    A model poses during a photo shoot for the Lotus Make-up India Fashion Week, at the farmhouse of a designer, in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, they aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

  • A model prepares for a film that will be showcased online during Lotus make-up India Fashion week, at  the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    A model prepares for a film that will be showcased online during Lotus make-up India Fashion week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

  • Photographs of models are spread on a bed during a shoot for the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    Photographs of models are spread on a bed during a shoot for the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

  • Indian fashion designer Nikhita Tandon, right, calls for models to line up for a photo shoot ahead of the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. The fashion industry is depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." Tandon is hopeful of a big response, considering everyone is connected in today's digital world. "Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that digital world is the new thing in marketing.  Excited to be part of this new working style or I should say Fashion week.'

    Indian fashion designer Nikhita Tandon, right, calls for models to line up for a photo shoot ahead of the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. The fashion industry is depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." Tandon is hopeful of a big response, considering everyone is connected in today's digital world. "Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that digital world is the new thing in marketing. Excited to be part of this new working style or I should say Fashion week.' Associated Press

  • Models pose during a photo shoot for the Lotus Make-up India Fashion Week, at  the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, they aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    Models pose during a photo shoot for the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, they aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

  • Indian fashion designer Nikhita Tandon, right, watches a photo shoot ahead of the Lotus Make-up India Fashion Week, at  the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. The fashion industry is depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." Tandon is hopeful of a big response, considering everyone is connected in today's digital world. "Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that digital world is the new thing in marketing.  Excited to be part of this new working style or I should say Fashion week.'

    Indian fashion designer Nikhita Tandon, right, watches a photo shoot ahead of the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. The fashion industry is depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." Tandon is hopeful of a big response, considering everyone is connected in today's digital world. "Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that digital world is the new thing in marketing. Excited to be part of this new working style or I should say Fashion week.' Associated Press

  • An official checks a coronavirus finder app on the mobile phone of a model before giving her entry to the Fashion Development Corporation of India (FDCI) office ahead of the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

    An official checks a coronavirus finder app on the mobile phone of a model before giving her entry to the Fashion Development Corporation of India (FDCI) office ahead of the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. Associated Press

  • A model gets herself sanitized before entering the office of the Fashion Development Corporation of India (FDCI) in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

    A model gets herself sanitized before entering the office of the Fashion Development Corporation of India (FDCI) in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. Associated Press

  • A man checks the temperature of a model as she enters the office of the Fashion Development Corporation of India (FDCI) in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

    A man checks the temperature of a model as she enters the office of the Fashion Development Corporation of India (FDCI) in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. Associated Press

  • A worker wearing a facemark as a precaution against the coronavirus carries a set prop in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. For months, designers, models, make-up artists and film crew worked to create the fusion of the physical and virtual fashion , adapting to the restrictions imposed to contain the virus outbreak.

    A worker wearing a facemark as a precaution against the coronavirus carries a set prop in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. For months, designers, models, make-up artists and film crew worked to create the fusion of the physical and virtual fashion , adapting to the restrictions imposed to contain the virus outbreak. Associated Press

  • A worker sets the stage for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the Fashion Design Council of India  converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

    A worker sets the stage for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the Fashion Design Council of India converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. Associated Press

  • Models get their hair done for a shoot for the Lotus make-up India Fashion week digital show at the Fashion Design Council of India (FDCI) office in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

    Models get their hair done for a shoot for the Lotus make-up India Fashion week digital show at the Fashion Design Council of India (FDCI) office in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. Associated Press

  • A model gets her hair done for a shoot for the Lotus make-up India Fashion week digital show at the Fashion Design Council of India (FDCI) office in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. Models, film crew, photographers, designers and FDCI staff could step in after duly checked and negative coronavirus test results. Face masks were mandatory for everyone, except briefly, for the models on stage.

    A model gets her hair done for a shoot for the Lotus make-up India Fashion week digital show at the Fashion Design Council of India (FDCI) office in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. Models, film crew, photographers, designers and FDCI staff could step in after duly checked and negative coronavirus test results. Face masks were mandatory for everyone, except briefly, for the models on stage. Associated Press

  • A model arrives for preparations ahead of the Lotus make-up India Fashion week digital show at the Fashion Design Council of India (FDCI) office in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. Models, film crew, photographers, designers and FDCI staff could step in after duly checked and negative coronavirus test results.

    A model arrives for preparations ahead of the Lotus make-up India Fashion week digital show at the Fashion Design Council of India (FDCI) office in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. Models, film crew, photographers, designers and FDCI staff could step in after duly checked and negative coronavirus test results. Associated Press

  • Signs of social distancing are pasted on the sets for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the Fashion Design Council of India  converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

    Signs of social distancing are pasted on the sets for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the Fashion Design Council of India converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. Associated Press

  • Back stage staff wearing face masks walk past a room where outfits are hung for a shoot ahead of the Lotus Make-up India Fashion Week, in the farmhouse of the designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, they aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    Back stage staff wearing face masks walk past a room where outfits are hung for a shoot ahead of the Lotus Make-up India Fashion Week, in the farmhouse of the designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, they aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

  • A model poses for a film pre-shot to be showcased online during Lotus make-up India Fashion week in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers.

    A model poses for a film pre-shot to be showcased online during Lotus make-up India Fashion week in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren't swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ''Phygital edition." India's first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. Associated Press

 
 
Posted10/17/2020 7:00 AM

NEW DELHI -- Unlike a fashion show, the models aren't swaying on a ramp in real life. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic.

"Phygital Edition' is India's first digital fashion week, held from Wednesday through Sunday. It livestreams the spring-summer collections by more than 40 designers under the banner of Lotus Make-up India Fashion Week. Ten designers showcase their work each day.

                                                                                                                                                                                                                       
 

For months, designers, models, make-up artists and film crews worked to create the fusion of the physical and virtual fashion, adapting to the virus restrictions.

The designers have pre-shot films that are showcased online on key digital platforms - Instagram, Facebook, Twitter and YouTube.

Nikhita Tandon, a designer, is hopeful of a big response, considering everyone is connected in today's digital world.

'Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that digital world is the new thing in marketing,' she said.

But she sees a huge difference between a live show and watching the images online. 'When we see a garment in front of our eyes, there is a different feel in the embellishments,' she said.

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"Another challenge is the timeline within which a garment had to be made, because for the digital show there is a whole process that goes down after the garments are ready. So for hosting the show digitally the decreased timeline is challenging as well,' Tandon said.

Not to miss the October deadline, the Fashion Design Council of India converted parts of its office building into a studio in a bustling industrial area of New Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers.

It wasn't easy to meet the strict COVID-19 restrictions. The entire building was sanitized, as were the designers' clothes.

Models, film crews, photographers, designers and the design council staff could step in after they tested negative for the coronavirus. Face masks were mandatory, except briefly, for the models onstage.

Some designers even chose to film in private farm houses, their own or leased for the purpose.

Designers participating in the fashion show include Varun Bahl, Tarun Tahiliani, Suneet Varma, Shivan and Narresh, Shantanu and Nikhil, Rohit Gandhi, Rahul Khanna, Rina Dhaka, Rajesh Pratap Singh, Payal Jain, Nitin Bal Chauhan, Namrata Joshipura, Geisha Designs, Dhi, Ashish Soni and Abhishek Gupta.

The design council has created an online 'designer showroom,' a dedicated space where designers can upload their look-books and hold virtual meetings with domestic and international buyers.

Tandon says online shows are here to stay. Still, people would prefer looking at an outfit physically, especially heavier and costly pieces, rather than gazing at the screen before making a decision to buy it.

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