Iconic South Asian Designers NOMI ANSARI and MAYYUR GIROTRA Showcase at First-Ever South Asian Fashion Week
(New York, NY – August 24, 2022) For the first time in Fashion Week history, an innovative initiative is being launched to highlight, recognize, and appreciate South Asian fashion designers through a stand-alone platform. From September 8 to 14, 2022, at venues all over Manhattan, South Asian Fashion Week (SAFW) will take over the city’s fashion scene by storm with some of the most noteworthy names in international couture: Nomi Ansari and Mayyur Girotra.
Established designers include Rivesse (Ishan Sanghvi), Margi (Margi Sakariya), and jewelry by ReeMat Designs (Reena Mathur) and Avigna Fine Jewels (Deepti Mandava). The emerging designers who will be showcasing their collections during SAFW are What is Moire? (Sezan Khan), Bedi NYC (Alice Narang), RKJ Designs (Renee), Aariah by Sabbineni (Harika & Anusha Sabbineni), Ayla Noor New York (Ameena Misbah, Mahnoor Misbah, Ayla Misbah), Tai by Studio 9696 (Tupili Andrapathy Sandeep), Recover Season Co. (Reshma Zaman), and Pali (Vinod Muralidhar).
Almost a decade in the making, SAFW is the brainchild of fashion entrepreneur Shipra Sharma, who after partnering with Hetal Patel, made it her life’s mission to showcase and uplift South Asian fashion inspired by traditional and modern South Asian attire and culture. To watch a video of upcoming highlights, please click HERE.
"Lehengas turned into co-ord sets. Sarees turned into gowns with drapes. Palazzo pants became wide legged pants. We want to reclaim that narrative and introduce the world to the origins of these silhouettes and designs. At SAFW, we intend to highlight and share the history of our fashion and culture, while celebrating the fashion pioneers who have been trailblazers for our community universally,” said Founder and CEO Sharma during the SAFW Summer Kick-Off event.
SAFW’S official tech partner, Nate, is becoming the first solution to bring the hottest looks from the runway directly to the consumer, in real time. Championing initiatives in diversity and inclusion, nate felt it was natural to get involved, using its universal technology to make every show completely shoppable, via nate Lists. Any consumer or creator will be able to scan a QR code directly from the runway and shop any item with a tap, as well as share it seamlessly to social media. With the wide world of social media and viral content creators in the mix, designers’ latest collections are garnering a limitless number of impressions. Increased visibility and innovative technology to facilitate those sales opens a whole new network of buyers — the luxury, at-home shopper. Further proving their influence, creators are giving a voice to what sells, but also paving the way forward for emerging designers to take claim of their rightful share of wallet.
During the week-long experience, hosted at quintessential NYC venues such as Chelsea Factory, 620 Loft & Garden, 48 Wall Street, and High Line Nine, influencers, celebrities, icons, and enthusiasts of South Asian design, fashion, and culture will have access to jaw-dropping runway shows categorized by streetwear, sustainability, menswear, traditional, bridal, and Indo-Western styles. The show runner is Ayesha Hakki of Events by Ayesha.
In addition to the fashion shows, SAFW will also create a marketplace of vendors like Amaaya Jewelry (Apurva Agarwal), Verve & Vogue (Rina Patel), Sakhya (Priyasha Shah & Nandini Mohta), Navaa (Ravleen Kaur), plus an interactive collaboration with the app Aina (Nisha Saboo) that helps shoppers virtually try on clothing to see how it fits their body sizes. The high-energy week will culminate with a health and wellness pop-up, which will include yoga activities and ayurvedic learning and feature partners such as The Wellnuss Company and fitness clothing brand Fabletics.
SAFW’s official kick-off party is in partnership with Indo Warehouse, the experiential series under Kahani’s premier label and collective Nonresident, which serves as a space for listeners to feel sound and lose themselves in a world of blended cultures.
“Never before has New York City seen South Asian culture come alive DURING New York Fashion Week the way we plan to showcase it,” said co-founder and COO Patel. “With an expectedly high projected audience and increased participation from leading pioneers of the South Asian fashion industry, SAFW promises to be the MUST-ATTEND week for fashionistas this fall.” Events will be ticketed, and the entire schedule of fashion shows, pop-up events, and parties will be on the official website, www.sanyfw.com.
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