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The Made In India Awards
These are awards that honour the emerging idea of India expressed through fashion.At a time when India is emerging as a big market globally, its fashion needs are also expanding.
To salute the designers who have promoted Indian textile or craft, or used India as a muse, Marie Claire India a top fashion magazine has instituted 'The Made in India Awards', which will be given away tomorrow.
The magazine was launched two years ago with an eye on the global Indian woman who is smart, educated and urban.'Anything made from India, or on India or by Indians will be eligible for the awards,' magazine Editor Shefalee Vasudev told UNI.
Even international designers or brands, such as Alexander McQueen and Christian Dior, which have best used India as an aesthetic inspiration, can be in the fray, she says. For them, the fashion magazine has consituted 'Muse India' award.
In all, there are eight awards and two special honours, and the selection will be through a detailed, impartial process, overseen by KPMG, a global network of audit firms, she explains. Modeled on the Prix d'Excellence de la Mode awards instituted by Marie Claire internationally, this will be the first Indian edition with the unique stamp of our fashion.
'The awards will only review the latest the fall/winter 2008 collections shown in Indian fashion weeks,' says Shefalee. All designers who showed at Wills Lifestyle India Fashion Week in Delhi and Lakme Fashion Week in Mumbai have been invited.
The special honours will be for best textile exploration and best craft revival, and will be given to designers, such as Abu Jani, who for years have stopped participating in fashion weeks, but still produce a vast body of works, she says. On the occasion, a fashion exhibition will be put up, showcasing fashion installations, carpets, tapestries, figures and figurines, decor and furniture products, created by Indian fashion designers.
'Here clothes will not be heroes, but installations,' Shefalee says. Among the interesting exhibits will be a carpet designed by Manish Arora with colourful pictures of women. And there will be a 'Shahi Tukra' by JJ Vallaya, but just as a mouth-watering 'dish', not for sale
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