Wills Lifestyle creates mystic magic with ‘Intertwined’

Wills Lifestyle, ITC’s premium fashion brand, today announced that Rohit Bal - India’s master of fabric and fantasy will be the designer for the Wills Lifestyle Grand Finale at the forthcoming Wills Lifestyle India Fashion Week. Rohit Bal will also create an exclusive collection for Wills Lifestyle that will be retailed from Wills Lifestyle stores across the country.

Announcing this at the Wills Lifestyle store, South Extension, Atul Chand, Vice President - Marketing, ITC’s Lifestyle Retailing Business, said, “Wills Lifestyle being a premium fashion brand believes in providing its customers with the finest in fashion and thus the collaboration with Rohit Bal, one of India’s most celebrated fashion designers. The aim is to make designer wear accessible and relevant to our customers. With this in mind we have started the largest “ramp to rack” initiative by collaborating with designers to have a line of designer wear in Wills lifestyle stores.”

Mrs. Rathi Vinay Jha, Director General, FDCI said, "Rohit Bal is the epitome of fashion fusion and a master creator; we are delighted that he will be the Wills Lifestyle Grand Finale designer at the forthcoming edition of the Wills Lifestyle India Fashion Week. His address to the fashion industry is intelligent and studied, yet imaginative and inspiring; making him one of the most sought after designers in India and Internationally. The FDCI also appreciates the initiative taken by Wills Lifestyle to make designerwear more accessible through these designer tie ups. The synergy between Wills Lifestyle and FDCI, to benefit the designer industry, is excellent and together we look forward to another successful edition of WIFW.”

Speaking on the occasion, Rohit Bal said, “To be a part of the Wills Lifestyle Grand Finale is extremely prestigious and I am glad to be associated with a brand like Wills Lifestyle. I want to make my clothes more affordable, so many more people will be able to buy and wear them. Associating with Wills Lifestyle is the best platform, to have my collection go beyond the ramp; my collection will now be available at Wills Lifestyle stores across the country.”

Rohit’s collection for the finale titled “Intertwined” is inspired by ancient styles of Iznik in Turkey. The indigo blue which forms the basis of Iznik is a prominent colour in this collection. The colour palette ranges from desert neutral to vibrant ink blue and charcoal grey.

The Wills Lifestyle Grand Finale will take place on September 9, 2007 in New Delhi at Pragati Maidan.

About Wills Lifestyle
ITC’s Wills Lifestyle has been established as a vibrant fashion brand for the premium consumer. Wills Lifestyle offers a complete lifestyle wardrobe for the premium consumer, incorporating the latest fashion trends, comprising - Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, Essenza di Wills range of fine fragrances, bath & body care products and fashion accessories for both men and women. A nationwide chain of exclusive specialty stores provides the Indian consumer a truly 'International Shopping Experience' through world-class ambience, customer facilitation and clearly differentiated product presentation. Currently there are 40 Wills Lifestyle stores in 30 cities across the country, and the brand is making rapid strides in terms of expansion – doubling the number of stores over the next three years. Wills Lifestyle has received wide recognition within the fashion industry including “Most Admired Exclusive Retail Chain of the Year”. For details visit www.willslifestyle.com

About FDCI
FDCI, a not for profit organization, is the apex industry body in the field of fashion design in India. Top-notch professionals in the fashion industry came together in December 1998 to form the Fashion Design Council of India (FDCI). The Council has been set up to consolidate the position of the Indian fashion industry in the global marketplace and embodies the first step taken towards according corporate status to the fashion business in India. Its primary objective is to provide a cohesive platform for Indian designers and act as the mouthpiece of the industry at all relevant platforms, in a bid to promote Indian fashion - at home and abroad. FDCI is actively involved in promoting the 'business of fashion' in India and working towards corporatisation of fashion labels in India. FDCI is instrumental in facilitating designer-corporate tie-ups, aimed at expanding the designer prêt market in the country. For details visit www.fdci.org

About the 10th Edition:

India’s apex fashion council, the Fashion Design Council of India, celebrates ‘10’ Editions of the country’s leading fashion trade platform – The Wills Lifestyle India Fashion Week. Since the inception of Fashion Week in 2000, this platform has grown from strength to strength, focusing primarily on the ‘Business of Fashion’ and working towards developing and enhancing relationship with all its key stakeholders. WIFW, India’s biggest B2B fashion trade platform has now reached a major milestone and will continue to raise the bar and set new standards for the Indian fashion industry.

About Rohit Bal:

Rohit Bal is intensely concerned with design as an art form. The designer draws on history, fantasy and folklore to create masterpieces that are desired by discerning aficionados around the globe. Rohit has a deep understanding of the psyche of the fashion space and it reflects in his collections that are intelligent, studied, imaginative and completely innovative yet always relevant and awe-inspiring. The celebrated designer graduated from the famed St. Stephens College in New Delhi with a degree in history. He then worked in his brother’s export company, for a few years, learning the ropes. In 1990, he created his traditional menswear designer line and there was no looking back. Rohit Bal’s sense of aesthetic is finely honed. His work is handcrafted to perfection. He is recognized for meticulous attention to detail. Rohit draws from influences, wide and varied. From the village crafts and traditional methods of design that India is so rich in to the transient phenomenon of the sub continent’s urban landscape, the designer brings them all to life in his spectacular yet original language. Rohit’s versatility as a design talent is on display in many efforts that have come to life.