India’s First Digital Couture by NEXA in association with Lakme Fashion Week

NEXA has never been just about automobiles and selling them. Living by its philosophy of creating lifelong experiences, NEXA has always taken a step towards innovations that excite its followers and believers.

Taking that vision and mission forward, NEXA has revolutionized the fashion world by launching ‘NEXA Digital Couture’ in association with India’s biggest fashion stage, Lakmé Fashion Week. Started by a Dutch start-up digital fashion house; The Fabricant, Digital Couture is a unique concept that focuses on digital only clothing. They have brought forth inspiring innovations to the format of global fashion by creating a unique digital only clothing experience.

Encapsulating innovation and technology into the lives of the fashion fraternity, NEXA presented an exciting digital format this year too. NEXA’s vision is to blend elite, sophistication, innovation and an avant-garde lifestyle of all its viewers which matches Lakme Fashion Week’s vision too.

LFW identified 6 of India’s best designers to create sketches of a virtual garment. LFW created 3D designs and showcased them on actual models. This was revealed on NEXA & LFW social media handles. The 6 designers behind this one of a kind innovation are - Abraham & Thakore, Payal Singhal, Amit Aggarwal, Huemn, Kanika Goyal and Ridhi Mehra.

Each designer developed a sketch that was transformed into a 3D virtual garment, rendered on a model for the showcase. The innovation paved the way for consumers to virtually try an outfit before making a physical purchase eliminating the need of fitting rooms and counters. NEXA Digital Couture paved a new way of showcasing garments and consumption. Bridging the gap between the virtual and physical worlds, the designers got a chance to convert their virtual couture to physical to sell it as well.

This 3D couture proved to be an unrivaled innovation for the fashion fraternity. It has revolutionised how people view and experience fashion. It aimed to individualize the retail experience for consumers, tailoring it to suit everyone’s needs. NEXA has always believed in innovating and initiating change and the digital couture format bears testimony to the “Create Inspire” philosophy that characterises NEXA.

The audience was served innovative interpretations of the NEXA design philosophy as India’s popular designer Manish Malhotra took his designs to the stage in the phygital season of Lakme Fashion Week. They highlighted the rich depth of the NEXA design philosophy, proving that when it comes to premium attires, the possibilities are endless. Kartik Aaryan and Kiara Advani sealed the show with their enthralling walk on the ramp.

With this, yet another season of Lakme Fashion Week came to a close, leaving everyone asking for more. Keep following NEXA Experience to stay tuned on what’s coming up next season at the biggest fashion extravaganza of the year.


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