A surge of alternative Fashion Weeks have flooded the UK market in recent years – from Dubai to Pakistan, Africa to India – these Fashion Weeks are descending on the Capital but is there really a need for them?

Braun India Fashion Week London was pioneered by the Bollywood beauty Neha Dhupia in 2015, and set out to revolutionise the UK’s Asian fashion market through a range of NEWGEN and fusion designers.

Fashion, a 26-billion pound industry in the UK alone, has yet to wake up to the powerful flavours and aroma of South Asian couture and the demands and trends amongst British Asians; a proportion of the population whose needs have been massively under-represented in the market to-date.

Despite the overwhelming success of the king-pins, London, Paris, Milan and New York Fashion Week, it’s clear the market is crying out for diversity with more and more designers taking their collections to niche fashion shows such as Braun India Fashion Week London.

This year Rocky S, who has showcased his work at London Fashion Week for the last two years, will be exhibiting his latest collection on the ramp at ExCel this October; alongside international designers Lanacherry, Bhumika & Jyoti, Masumi Mewawalla, Ashok Mannay, Studio AV, Abha Choudhary and Althea Krishna.

indian-fashion-week3The celebration of South Asian fashion brings innovative designs and diverse beauty to the forefront, unlike its contemporaries, Braun India Fashion Week London embraces diversity in both the designer collections and runway models. With models coming from all over the Globe, and a special appearance by James Lee Taylor, former Valentino and Calvin Klein model and American TV heartthrob, who will be adorning a classic South Asian design by Ravita Mayor.

Braun India Fashion Week London aims to set the precedent for other fashion shows to follow, and will go a long way to show that South Asian fashion demands can and should be met in this new era of niche fashion shows.

The overwhelming support and endorsement of the event by Companies such as Braun, Jaguar Landrover Farnell and LookFantastic.com has gone a long way to build the platform for these South Asian and fusion designers.

indian-fashion-week2Manny Singh, founder of the National Asian Wedding Show said, “Historically Eastern fashion has played second fiddle to a British Asian audience who have been heavily influenced by the west, but with the growth of western brands in India and mainstream British retailers introducing eastern tones and styles in their collections, we’ve discovered a host of designers who understand their collections need to be designed for a western mainstream audience.

Gone are the days where an outfit can only be worn for one occasion, designers are producing outfits that can be mixed and matched with other garments and have the longevity in a more mainstream wardrobe. Braun India Fashion Week London will bring these designers to the forefront and will educate the UK consumer about fresh, couture and fusion designs, whether they are Asian or not.”

Zbyszek Kalenik, Communications Manager of Braun said, “As a business we strive to bring a fusion of design and function to all of our products, so a partnership with Indian Fashion Week London – a platform for brands with a shared ethos – is a natural step for the brand. We are thrilled to be catwalk-side supporting the latest trends and innovation across fashion and beauty within the market and proud to offer our beauty and grooming expertise throughout the event.”

The events will take place at ExCel London on the 15th and 16th of October 2016, with closed door fringe events taking place across Central London. See http://www.indiafashionweeklondon.co.uk/ for more details.