Sonam Kapoor, Athiya Shetty grace the launch of Kaamaa Fashion Lounge in Mumbai

The Kaamaa Fashion Lounge (KFL), said to be an out-of-the-box multi-utility fashion lounge, was previewed at the Grazia Young Fashion Awards 2016 amongst a galaxy of stars and fashion designers. It has been conceptualised taking in consideration the changing dynamics of the fashion industry in the world. Today, India not only has more number of creative fashion professionals than total number of Italian and French put together, but is also the home of one of the most promising fashion consumer markets.
Realising the dream and mission of Prime Minister’s Make in India brand, KFL has been uniquely conceptualised to become the hub where fashion, commerce, gourmet offerings, entertainment and vanity converge to create a lifestyle avenue that has probably been never experienced before.
The lounge would not only be a place of leisure and entertainment, but will provide a platform for budding fashion designers from across the globe to showcase their talent to the world audience. Also, Indian consumers will get an opportunity to review the work of international designers in the domestic market on a live wire basis. The brand’s international footprint will be established in seven centers — New York, London, Paris, Milan, Dubai, Jakarta and Hong Kong. In India, it will be in Mumbai, Delhi, Bengaluru and Pune, which will be the first one to get established in June this year.
The lounge will be oasis of pleasure for young achievers, who will be magnetised to the world of fashion that is trending across the globe in clothes, accessories, beauty, style and all lifestyle categories.
Speaking on the occasion, Christina Bharwani said, “Here, fashion does not end only at clothes, accessories, beauty and style, but is enhanced by serving the latest national and international gourmet creations that can be savoured by the palate of the patronisers by renowned national and international chefs, curated by Gourmet Renaissance, bringing fashion in food. It is a place where all achievers are treated like royalty and every part of their personality is groomed by experts.”
Acclaimed stylists and fashion experts will get the platform and opportunity to not only showcase their creations, but also to stylise and groom individuals personally. The lounge will showcase collections with four seasons in a year, kicking off with International Fashion Fusion Week in July 2016 at Pune. It is also in the process of conducting a fashion talent hunt across several categories and in 29 states to unearth emerging talent. The winner will be rewarded at the Kaamaa Indian Fashion Awards and given contract to design and produce their creation. The first international Kaamaa Fashion Week will be held in Jakarta in October this year, in conjunction with one of the Indonesia’s largest media and entertainment companies. Designer Rahul Jhaveri added, “The preview was indeed spell binding and could possibly alter the dynamics of the fashion industry since it would be the first place in the world where the fluidity and evolution of fashion and entertainment by the seconds could be experienced.”