The five-day spectacle will explore every aspect of Indian culture, and is set to host a range of events encompassing dance, art, film and of course, fashion.
On 18th April 2011 The British Council have invited four of India's most exciting talents to showcase their collections at the Alchemy Festival, creating an unforgettable catwalk show on the Royal Festival Hall's Clore Ballroom.
Prashant Verma, Gaurav Jai Gupta, Morphe by Amit Aggarwal and Sanjay Garg will all be showing their collections at this unique event. Which will showcase the diverse and eclectic work that is currently taking the Indian Fashion scene by storm.
Prashant Verma was trained at the fashion houses of Alexander McQueen, Philip Treacy, John Galliano and Christian Dior. A graduate of the National Institute of Fashion Technology (NIFT), New Delhi, he set up his eponymous label in 2006, and has been presenting his collections at the bi-annual editions of the Wills Lifestyle India Fashion Week ever since. His collections are available at various stores across New Delhi, Mumbai and New York. Spotted on Isabella Blow (WomensWearDaily, 2006), he was listed among the
Most Significant Debuts of 2008. His performances bring together a multi-format projection of his work, as an emerging actor, director, artist and designer – putting forth deep visual essays on the complexities of human aspiration, our lives, and the birth and rebirth of our immortality.
Gaurav Jai Gupta
Trained at Chelsea College of Art and Design in Woven Textiles and the National Institute of Fashion Technology Delhi in Fashion Gaurav Jai Gupta debuted in India in October 2010 showing Spring/Summer 2011 Women's wear through a runway show at Wills Lifestyle India Fashion Week. Grazia India awarded him with the Grazia young fashion awards 2011 for innovation in fabric for his debut show.
His approach towards his work and commitment to revive appreciation for contemporary Indian textiles has earned him both critical acclaim and a list of high profile customers with in U.K with the likes of Dato and Jimmy Choo. His work looks at the fine balance between craft and design highlighting the importance of handcrafting before machine whilst also increasing the scope for contemporary Indian fashion internationally.
Morphe by Amit Aggarwal
Following his graduation from the National Institute of Fashion Technology, in 2002, Amit Aggarwal started his career heading up the design team of Creative Impex, a subsidiary of the Creative Group, one of India's most reputed garment manufacturing companies producing clothes for brands such as Alberta Ferretti, Moschino, Jean Paul Gaultier and Kenzo.
In 2008 he started Morphe in collaboration with the Creative Group. The label is about the metamorphosis of raw influences both fantastical and mundane into garments that are modern, eclectic and that transcend singular fads. Blending forms, shapes, material and details they are designed to make a woman feel beautiful regardless of where she is or the role she is playing,
Morphe's debut runway show at India Fashion Week received critical acclaim with Marie Claire and Elle both awarding Amit as Debutant of the year.
Sanjay Garg grew up absorbing colours of traditional textiles in a festival-rich village in Rajasthan. He studied textile design at NIFT Delhi. He works out of Delhi but spends a lot of his time with his craftsmen. He believes respecting their skills and experience than forcing them into new techniques helps to get the finest results.
His label, Raw mango use contemporary Indian hand woven textiles crafted using traditional techniques. These products reflect the skill sets of more than 150 craftsmen employed by Raw Mango. Raw mango was born out of a thought to re-look at fashion and design without any preset notions. They do not believe their designs need to be kitschy to be Indian. The colours and designs find its roots in Indian philosophy and traditions.