Posted on October 25, 2020 at 12:34 pm

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India Intimate Fashion Week (IIFW) Concludes The Virtual 4th Season


India Intimate Fashion Week (IIFW) Concludes The Virtual 4th Season

The upcoming India Intimate Fashion Week (IIFW) grapples with the COVID-19 concerns in its first-ever virtual show. IIFW partnered with Le Desir by SHOTS. Netherland’s famous lingerie brand as official lingerie partner for the successful execution of IIFW Virtual Show

Hailing from the popularity of 3 successful seasons, Intimate Fashion Week (IIFW) India’s largest. The Fashion Week successfully concluded it’s 4th season virtually. The decision kept in view of the ongoing pandemic. Which led to the longest lockdown across the world for safety reasons. The virtual IIFW Show received global volunteer participation by the models, associations and partnerships from various countries.

Known for its innovative approach, IIFW has always presented concepts that imply strong social message. It is all inclusive from plus size fashion, queer fashion, fitness fashion.  It has also initiated dialogues around body positivity by its BOO THE TABOO movement.


This year, IIFW partnered with Le Desir by SHOTS, Netherlands famous lingerie brand as their official lingerie partner. Similarly for the successful execution of the Virtual Show. Le Desir   showcased it’s one of a kind, sensuously beautiful, latest lingerie line during the event, this year… Le Desir is now set to enter India in association with IIFW & Candy Shop India (IIFW’s Distribution & Channel Partnership arm).

India Intimate Fashion Week (IIFW) Concludes The Virtual 4th Season

Talking about the challenges faced to launch the Virtual IIFW, Niraj Jawanjal – Founder, IIFW said :

“We’re headed by unprecedented times. When we began the process of conceptualizing the show a lot of our team members, models etc. nudged. They felt they were out of shape or unfit. A lot of our members also not in the towns, cities or having the right equipment to join in putting the show together this year.

“However, Team IIFW  finally jumped the road blocks. Conceptualizing a creative route to engage and encouraging members of our fashion industry in India and around the globe. We were delighted to be able to successfully celebrate men & women, lingerie, confidence & resilience like each year but with more enthusiasm”.

On associating with IIFW, Le Desir’s Hein Schouten – Director Sales & Maura Claes – Brand Head says 

“We have been eyeing the right time and opportunity to enter in India. With the opportunity such as IIFW Virtual Show; realizing as the best fit for our plans” Le Desir, a premium, lingerie brand recognized worldwide. It has an extensive range of  products which we believed would impress Indian audience so where are very excited about the collaboration as well as showcasing 29 of our new designs at the show. The response we received from the show is humbling” says Maura.

India Intimate Fashion Week (IIFW) Concludes The Virtual 4th Season

Adding on this concept of one of its kind Virtual Fashion Show, Amit Pandey, Media Head, IIFW further adds 

“Our endeavors are focused to create new and real career & business opportunities in the fashion industry as well as for related brands to showcase themselves. We are glad that Virtual show has opened doors. Creating a new hope and triggered motivation for everyone playing a vital role in the fashion industry in India and internationally.”

The Process This year:

IIFW’s various teams worked extensively over several zoom meetings (and countless cups of coffee) & reached out to a stunning and diverse mix of women globally. Team IIFW faced many challenges in shaping up this projects as many models had to back out from their participation commitments due to worrying COVID situations.

Smaller homes, absence of right merchandise, shortage of make-up & hair related things and cosmetics, sickness and also because some models caught COVID and the show took more than expected time to complete.

But finally, team IIFW could complete the show preparation as desired and came out with this outstanding VIRTUAL product. IIFW Show Director Snehal Oswal, Stylist Dhanashree Sawant hosted countless Training & Grooming Sessions with the models and prepared them not only for the walks and posing but she spent a lot of time motivating them and building confidence back.

Our teams prepared the models to showcase their struts, spins and plenty of sass. All while walking with confidence in beautiful lingerie for IIFW Virtual Runway. Our models created this wonder together with their catwalks out of our bedrooms, balconies and kitchens.

India Intimate Fashion Week (IIFW) Concludes The Virtual 4th Season

About India Intimate Fashion Week (IIFW)

India Intimate Fashion week (IIFW) is a platform designed to shed a powerful spotlight on all facets of the intimate apparel & personal care industry.  The event exposes both emerging & established brands and designers, manufacturers, distributors from India and around the globe, spanning market categories of lingerie, lounge wear, sleepwear, leg wear, lingerie accessories, men’s underwear, swimwear, beachwear, shape wear and more.

India Intimate fashion week is also taking immense endeavors to let India speak its mind about this world’s largest industry & become shy-away, so that we can involve & nurture the emerging talent in the massive industry to command a bold stand.

For more information on IIFW, visit

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