The Future of Couture: Virtual Garments

Lakmé Fashion Week and NEXA are all set to introduce the country’s first-ever ‘NEXA Digital Couture in association with Lakmé Fashion Week,’ where six designers’ sketches will be transformed into a 3D virtual garment – ideal for showcasing couture to customers.

Lifestyle Insider Amit Aggarwal for NEXA Digital Couture in association with Lakme Fashion Week

‘NEXA Digital Couture in association with Lakmé Fashion Week’ will be the first of its kind experience in India’s fashion world. After a year that saw couture weeks and fashion weeks go completely digital with short films showcasing collection, here is an innovation that takes the designer-consumer relationship to the next level – close-up couture seen as a 3D model – that can be tried on ‘virtually’ by the consumer.

Lifestyle InsiderPayal Singhal for NEXA Digital Couture in association with Lakme Fashion Week

NEXA Digital Couture promises to bring to consumers a one-of-a-kind innovation of the digital age that allows for customized couture and an enthralling user experience. Bringing this concept to life will be celebrated and esteemed designers from the fashion fraternity – Abraham & Thakore, Payal Singhal, Amit Aggarwal, Huemn, Kanika Goyal, and Ridhi Mehra.

Lifestyle InsiderRidhi Mehra for NEXA Digital Couture in association with Lakme Fashion Week

Each designer will be developing a sketch that will then be transformed into a 3D virtual garment, rendered on a model for the showcase. Though this innovation works as a solution during Covid Times, NEXA Digital Couture paves a new way of showcasing garments and consumption. Bridging the gap between the virtual and physical worlds, the designers can convert the virtual dress to physical on request or sell it as an outfit that can be worn digitally by the consumer.

Lifestyle InsiderAbraham and Thakore for NEXA Digital Couture in association with Lakme Fashion Week

“The introduction of Digital Couture moving beyond physical restraints marks yet another first not only for the platform but also for the country,” says Jaspreet Chandok, Head – Lifestyle Business IMG Reliance. “We are thrilled to bring NEXA Digital Couture – a never-seen-before innovation through our partnership with NEXA. This futuristic concept marks the next step in consumer dressing and purchase.”

Lifestyle InsiderHUEMN for NEXA Digital Couture in association with Lakme Fashion Week

“Considering the times we live in, customers have changed the way they consume media,” says Shashank Srivatsava, Executive Director, Marketing and Sales, Maruti Suzuki. “They are leaning more towards digital. This prompted us at NEXA to bring something new and innovative in line with our philosophy of Create.Inspire. In association with Lakmé Fashion Week, NEXA is introducing India’s first-ever Digital Couture. It is a unique concept that will redefine the fashion and lifestyle space in the coming years. NEXA is delighted to collaborate with six distinguished fashion designers to put this concept into reality.”

Lifestyle Insider Kanika Goyal for NEXA Digital Couture in association with Lakme Fashion Week


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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