ITC Limited :: Newsroom :: Media Releases

The Autumn Winter 2010 edition of the Wills Lifestyle India Fashion Week has Fiama Di Wills, ITC's premium range of personal care products as the Associate Sponsor. India's leading designers Namrata Joshipura and G Pia Fleming have partnered with Fiama Di Wills to showcase a special collection at WIFW.

The collection created especially for Fiama Di Wills, reflects the essence of the brand - Beautiful you, today and tomorrow. Fiama Di Wills offers an evocative and unique value proposition of gentle yet effective care through a blend of nature and science. The designers have aligned their collections for the Fiama show to the brand's proposition and its embedded glamour and style quotient.

Namrata's collection showcases this season's woman and her unique feminine strength. The collection symbolizes the strength derived from love. It is for the woman who glides through life because she is in command of her existence but never needs to flex her power.

Fall 2010 sets another milestone for Bian in Pia's red carpet collection. Inspired by the Italian opera and retro hollywood glamour this collection is refreshing, sexy and glamorous. Group of winter whites in a variety of fabrics and surfaces, bring home an eternal beauty in the absence of vibrant colours. The collection in washed velvet, silk satin, organza, tulle, lace and fur also includes ivories, taupe, greys, blues and metallics.

Speaking on the association with India's largest fashion event, Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Ltd said, "The association with India's largest Fashion Week is an ideal platform to engage with consumers and build on the brand's image. The Fiama woman is an achiever who is young, glamourous and stylish. Our association with both these designers is a perfect fit and an obvious decision given their stature in the designing community and the central theme. We are happy to have them on board to showcase the special Fiama collection."

Speaking on the preview, bollywood actress Amrita Rao said," It was a great privilege to be a part of the Fiama Di Wills collection preview. Both the designers are immensely talented and it is clearly visible in their work which is truly contemporary and stylish."

On their association, with Fiama Di Wills, Namrata Joshipura said, "It is my great pleasure to associate myself with Fiama Di Wills - they have emerged as a very serious and important supporter of fashion in India."

G Pia Fleming said, "Fiama ia about beauty, wellness and luxury. The BIAN Red carpet collection that we are launching this season epitomises all of the above. Therefore, it is a great alliance for both".

At the core is a love that emboldens and provides fundamental support. This season's woman has a uniquely feminine strength, derived from love - addiction of a kind, clarity of purpose, sensuality, accomplishment and a healthy dose of ambition! This is a woman who glides through life because she is in command of her existence but she never needs to flex her power. She is full of paradoxes: feminine but strong, heard but not loud, joyful but not frivolous, and sensual but not submissive.

This collection explores many of the design themes that are Namrata Joshipura's signature: embellishment, unique use of color, and contemporary shapes. The overall expression of the clothes explores this 'paradox'. Tweed fabric is beautifully embellished and lace patterns are executed in beads.

However, the palette is markedly darker this season in response to the fall season as well as the overall mood of the collection: graphite, winter moss, aubergine, with some pops of passionate red, are the main colors. Powerful jackets, sexy dresses, skinny pants, all of which are core Namrata Joshipura items, make an appearance this season.

Namrata's vision is that of a global aesthetic. Her clothing easily translates across geographies and other artificial constructs such as age, race and point of view. The Joshipura line fuses contemporary silhouettes with modern interpretations of artisanal embellishments. Known for her wearable clothes, Elle India, in their recent 2009 Style Awards, characterized her as the 'queen of pret'.

Her clothes are retailed in India at her two stores: The Crescent (Delhi) and D7 (Mumbai). She also sells to an exclusive list of retailers across India: Evoluzione (Chennai and Bangalore), Elahe (Hyderabad), Aza (Mumbai), Hot Pink (Jaipur) and White (Delhi).

Luxury Pret best defines G. Pia Fleming's collection BIAN. New chic, evening classics, incorporating only the finest fabrics from around the world and the most exquisite hand beading and embellishments are Pia's signature. A family owned factory in Delhi is the design nucleus for G. Pia Fleming and her group of artisans. BIAN is continually influenced by a myriad of elements spanning from the arts and cultures of the Far East to the west. Fall 2010 is all about bold yet delicate embellishment on jackets coats, fur-trimmed caplets and wraps, along with a sprinkling of day to evening dresses. A palette of grey, navy, espresso and black in rich velvets, silks, textured satin and lame are featured in her collection of jackets while the dresses in satin, lace and silk gauze infuse shades of berry, chartreuse and old rose. The jean jacket and leather bomber with embellishment have found a new identity in her collection this season, as a perfect accessory.

Designer Gurpreet Pia Fleming started her career after completing her education at NIFT Delhi and FIT New York. After her studies she returned to launch her label of contemporary women's wear. Pia was one of the pioneers in introducing western collection in India, that at a time when international fashion was just being introduced to the Indian markets. She launched the Bian accessories line in 2002.

Fashion Group International in New York nominated her as a rising star in the field of accessories in the year 2004. She was one of the youngest designers to be nominated in the field. Soon after she launched the Bian clothing line in Toronto fashion week. This line was introduced in India in 2006 with the opening of her flagship store in destination shopping area in Lodhi Colony. Bian store has been rated as one of the most beautiful and trendy stores in India by Air France Madame (magazine in Paris), Tank (which is a magazine in London) and Wallpaper (a magazine in NYC). A New York Times editorial recommended the Bian store as a must to visit for all who travel to Delhi.

Along with designing for her own label, Pia has designed for a number of designers in New York. Rachel Roy, Norma Kamali and Badgely Mischka to name a few. Her designs can be seen on Julia Roberts in 'Mexican' and Michelle Pfeiffer in 'Spy Kids'. Pia has done fashion shows in London, New York, Sao Paolo, Mauritius, Singapore and Hong Kong besides having shown in numerous cities in India.

Pia retails her line in New Delhi, Mumbai, Chennai, Bangalore, LA, Kuwait, Bahrain, London, New York & Boston. Her collection hangs with names like Temperly and Catherine Malandrino. Her contemporary collection has a distinct sense of style. It exudes modern feminity. Bain's easy yet chic, elegant and comfortable style has made it a favorite with many well dressed women.