Fashion lovers can buy look-alike runway lines through Facebook, Instragram

The much awaited Amazon India Fashion Week autumn/winter 2017 has begun for fashionistas. This year, Amazon has innovatively decided to move runway merchandise in real time through platforms like Instagram and Facebook. According to The Economics Times, Amazon is betting heavily on Facebook and Instagram for ramping up the focus on Amazon India Fashion Week Autumn Winter 17 (AIFWAW17).

This year, consumers will be able to buy look-alike runway AIFWAW17 merchandise through Facebook and Instagram in real time. Even though this is a first for India, globally, fashion brands have been leveraging the reach of social media.

“For the first time ever, the campaign also makes it more accessible to the online fashion shopper as we curate Amazon Fashion selection real-time in line with the latest trends and highlights from the runway,” said Arun Sirdeshmukh, head, Amazon Fashion to ET.

This year Amazon India plans to target 25 million consumers through the social media platform.

Sirdeskmukh said the company will also use Facebook Live (to stream live shows) and a Facebook Live Poll with ticker where users can vote for the best looks of the day and the platform’s tagged features where users can click to shop from curated mood boards. “On Instagram, we will be leveraging Instagram Direct and Instagram Carousel to bring forth exclusive content from the event” he added.

How does it work?

Amazon has uploaded shoppable catalogue feature on Facebook, curated by the Amazon Fashion creative team. Users can watch daily updated content videos from the Fashion Week, and shop the look from Amazon Fashion.

According to Amazon, consumers can own their choice at affordable price points

The Amazon India Fashion Week autumn/winter 2017

The event will take place between March 15-18. With a blend of haute couture and indigenous fabric, the Amazon India Fashion Week autumn/winter has been dedicated to the handloom and Indian textiles. From quilted sarees to saree dresses, the last show of the day was a creative mashup of designers coming together to pay ode to the classic drape.Vogue India celebrated its tenth anniversary on the runway with 60 contemporary sarees from the biggest names in the industry. In a group show presented by The Handloom School from Maheshwar, Madhya Pradesh, and supported by Good Earth, designs by Rohit Bal, Rajesh Pratap Singh, Sanjay Garg, Neeru Kumar, Aneeth Arora, Eka, Suket Dhir and others walked a grass and flower bedecked ramp.

Creations by students of The Handloom School — a unique initiative launched by Sally Holkar’s WomenWeave — also took to the runway, with barefoot models dressed in designs fashioned out of cotton and wool-blend fabrics. Pastel shades of white, nude pink and colour blocks of blue and purple dominated the collection.

Black, white, yellow and grey were the dominant colour themes, with hints of pink, navy blue and cream.