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Summer Affair


— Explosive Fashion

Intimasia, scheduled during March 8-10 at AdLux, Kochi is an exhibit, showcase and awards for intimate apparel. We spoke to the force behind the pioneering event, Yusuf Dohadwala — Editor in Chief of Inner Secrets and CEO of Intimate Apparel Association of India.


Do tell us about your role and responsibilities at Intimasia.

Formally, I am Chief Organiser, CEO of Intimate Apparel Association of India and Editor of Inner Secrets Magazine, a twelve year old B2B publication for Intimate Wear professionals. Intimasia Kochi aspires to be the largest brand show for the intimate wear industry, covering lingerie, mens innerwear, kids innerwear, sleepwear, loungewear, swimwear, beachwear, shapewear, socks and sockings. Kerala, being a potential growing market for Intimate apparels, is the birthplace for Intimasia but this show will travel around the country before it becomes a national intimate apparel show. I envision this by 2019- 20! We have been servicing the intimate wear industry for fourteen years and understand the needs of brands, designers, manufacturers, distributors, retailers and consumers. Having done smaller formats of buyers and sellers meets across the country, it was time to take the industry through a leap. India, being a such a large market, its not possible for a innerwear brand to carve a niche nationwide and hence the need for a showcase like Intimasia to connect and network with the trade and consumers.


Who are the designers, brands and labels we should look forward to... and why?

Over 70+ intimate wear brands would be exhibiting at the show in an area covering 25,000 sq. ft, making Intimasia the largest trade event in India! Spicing up things would be the Gala Night which would be spread over15,000 sq. ft. where we would have a fashion show and Inner Secrets Excellence Awards — Retail [Kerala]. Brands like US Polo, V-Star, Juliet, Bodycare, Blossom, Sweet Dreams, Paris Beauty, Intimacy, Little Lacy, Lobster and several other brands would be participating. The combined turnover of participating brands would be 5,000 crores!!


Tell us about the runway format. How would you best showcase intimate wear through show direction?

The Gala Night Fashion Show would be one of the largest intimate apparel shows in the country with ten brands showcasing their collection, styled by Kshitij Wangikar and directed by Shakir Shaikh. Sixteen female models and eight male models would walk the ramp in the best of intimate wear!!


What tips can you can share with intimate wear designers to get maximum benefit on the catwalk?

Honestly Intimasia is the way forward for the Indian intimate wear industry which has been in closeted for so long. It is time to talk about lingerie fashion. India — to be the world’s second largest economy soon — has the highest consumption, would drive fashion but we still do not have a road map for intimate apparel. We do not even have a handful of lingerie and swimwear designers… we do not have fashion schools that can teach lingerie and swimwear fashion. We invite designers to consider this industry as mainstream… it is poised to be huge!!


On a personal note.. what is your favourite part about planning and producing such exciting events?

Adding fashion and glamour to the exhibit and at the same time ensuring that it is commercially viable for participants. Our events do serious business which crosses 100 crores!!


As a well-travelled industry veteran.. how would you describe India's perception of intimate wear?

We are ten years behind in intimate wear fashion. overseas, lingerie is a top fashion category in Apparels and Textiles. In India, unfortunately, we give it least priority. I foresee that the next ten years will see a fashion revolution in Indian intimate apparel. We would see the entry of several International brands, the closing down of small labels, and the emergence of designer labels in lingerie and swimwear. Lingerie retail is about to be revamped!!


What are you looking forward to in Kochi on a personal note?

The biggest gathering of the inner wear industry!

The force behind Intimasia, Yusuf Dohadwala.
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2018-03-11 13:27:08 INTIMASIA