#DoubtIsOut with Reliance’s Fashion Portal AJIO at LFW 2016

on April 03, 2016 / by

The surprises that Lakmé Fashion Week has in store every year keeps fashion enthusiasts on the style edge. This year there was a huge buzz about #DoubtIsOut with a huge photo wall near the main stage with fashion conscious labels. The hashtag #DoubtIsOut kept the intrigue going and I was looking forward to know more about it. 

On day 3, a day of back-to-back line up of amazing designers was making my heart flutter, my mind race with design elements and my #LYFsmartphones click click. After attending Aiman, Dhruv Kapoor and my favourite Payal Singhal, Nikhil Thampi, Little Shilpa I was tuned to finally end the day with Anita Dongre’s magnetism. However that was when the surprise trust the scene! In came a flash-mob in their full glory and began an most amazing dance routine without the cautiousness of gender, age and size. 

With an afternoon show the next day, #DoubtIsOut was upmost on my mind since the amazing flash-mob, with its unique theme of nothing should stop you irrespective of who you are. 

Cut to 3.00 pm the next day, Reliance Industries launched its online fashion portal Ajio.com with the preview of its collection on the show that unveiled its #DoubtIsOut campaign with five unexpected show stoppers. Actor Sunny Leone, transgender activist Laxmi Narayan Tripathi, comedian Bharti Singh, evergreen star Helen and first woman fighter pilot Suman Sharma. With so much thought going behind creating that engagement, keeping the mystic alive and bringing together these amazing woman the team deserves a huge round of applause. 

Bollywood’s original dancing star Helen walked the ramp emphasising that ‘age is no bar’
Actor Sunny Leone sashayed down to reiterate ‘personal choice is no bar’
Fighter pilot Suman Sharma walked for ‘career is no bar’ 
Transgender activist Laxmi Narayan Tripathi wrapped up the show with her belief of ‘gender is no bar’ 

With a fabulous range of apparels, footwear and accessories AJIO.com will leverage Reliance’s strong sourcing, supply chain and retail operations capabilities to make a huge difference. 

Apart from the amazing shows, this year Lakmé Fashion Week has been breaking a lot of stereotypes, what with a very pregnant Carol Gracia walking the ramp for Gaurang Shah to an out-an-out mens line 'Between the Lines’ by Kunal Rawal. Amazing isn't it.

- Heena

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