Timex Garments launches Avirate :

IIFA Foundation Fashion Extravaganza

Demi Hewamanna

Stars have already started packing their bags and making a descent on Colombo, where the most exciting and unforgettable weekend of movies, music, forum, friendly matches, fashion extravaganzas and one magical awards night is to take place from June 3 to 5.

Out of all this gliteratti events, the one that is bound to make everyone glued to their seats and eyes to the stage will be the IIFA Foundation Fashion Extravaganza - ‘IIFA Fashion Rocks’, that is to hit the stage with designs from Manish Malhotra, Vikram Phadnis, Sri Lankan designers Yoland and Kanchana (KT Brown) tomorrow June 3.

This show will be featuring Timex Garments latest collection of fashionwear under the brand name Avirate which was launched yesterday, giving the media a sneak peak as to how the designers have planned to rock the night and the catwalk. “Avirate to us is about what a woman likes to wear whatever she likes”, Timex Chairman Ashroff said. It is a Sri Lankan brand, and its a product of Timex Garments. Avirate comes from the Sanskrit Avirate which means sensuality and appeals to every woman’s style and sophistication.

A designer who has been in the IIFA from its initiative is Vikram Phadnis said that he has been associated with it from the beginning and it is an honour to showcase designs alongside Yoland, KT Brown and Manish Malhotra at this Fashion Extravaganza. His fashion will have an influence of costumes and styles inspired by Indian films.

Live music by the musical duo who have given their voices to many movies Salim and Sulaiman. They have also recorded two new tracks that they will perform live at the fashion show that they have fused traditional instrument plus a 10 piece band.

Stars such as Vivek, Sangakkara, Malaika and Jaqueline will be on the ramp while Vivek will host the show with Dia Mirza. This will be a very beautiful picturesque world and it will not be a typical fashion show, it will be a theatrical experience, Vikram added.

The Manish Malhotra collection is inspired from textures of the Moghal period influenced by the British Raj. Yoland’s collection will feature pieces depicting the Sri Lankan traditional mask and floral designs. KT Brown’s latest styles which made a mark in the Miami and Milan catwalks will also be on the ramp.

Timex Garments is among the leading apparel manufacturers in the world partnering with some of the world’s biggest names such as Marks & Spencer, Next, Wallis, Debenhams, Diesel and other brands in the US.