A ‘Fashion for Relief’ Benefit Show

Lakme Fashion Week’s tribute to 26/11 victims



Mumbai, March 14, 2009:  Integrating India with Global fashion, two celebrated Fashion and Design icons have come together with Lakme & IMG at Lakme Fashion Week (LFW) Fall - Winter ‘09 to bring alive a show for the first time in the history of Indian fashion weeks. Christened as ‘Mai Mumbai,’ this unique fashion show will be to benefit the victims of 26/11 blasts in Mumbai and to demonstrate that the city of Mumbai is “open for business.”


 'Mai Mumbai,' ("I am Mumbai") will bring together international and Indian fashion designers to showcase their creations on one runway adorned with India's best models, bollywood stars, athletes and prominent social and business leaders who together will wear bedazzled gowns and T-shirts and show their love for Mumbai & India. All the donated garments will be auctioned with proceeds donated to the victims of 26/11.


Vikram Chatwal, US based hotelier, will present the 'Mai Mumbai' show on the eve of opening his first-ever Dream Hotel in Cochin, India.


International supermodel Naomi Campbell created ‘Fashion for Relief’ to galvanize the creativity and generosity of the fashion community in times and places of need. Campbell is also organizing the show with the cooperation of Lakme Fashion Week and will be the show stopper for the ‘by invitation only’ 'Mai Mumbai' show on the 28th of March 2009.


Vikram Chatwal Hotels directly contributes through Citizens for Justice and Peace (CJP), an organization founded by a group of Mumbai citizens like Teesta Setalvad, Alyque Padamsee, Javed Akhtar, Rahul Bose and more who among other initiatives have been working to provide relief and rehabilitation to victims of mass crimes including terrorism.


Naomi Campbell's 'Fashion for Relief,' charity fashion show and auction, was created in 2005. During NY's Mercedes-Benz Fashion Week a benefit fashion show raised funds for New Orleans' Hurricane Katrina, and as part of London Fashion Week in 2008 in aid of the White Ribbon Alliance for saving lives of pregnant women and newborn babies around the world. And now will contribute to the victims of 26/11, in Mumbai.


Talking about this initiative, Anil Chopra, Advisor - Lakmé, says, “Lakme Fashion Week innovates through new avenues not only to give the fashion fraternity a platform to grow but also to position India into the global map. ‘Mai Mumbai’ which actively involves the two International personalities, Vikram Chatwal and Naomi Campbell, is a response to Mumbai and New York’s similar tragic incidents. With this initiative we look forward to take the fashion fraternity to make a statement against the global terror the world is facing today.


Commenting on this unique initiative - ‘Mai Mumbai,’ Ravi Krishnan, soon to take over as Managing Director – IMG India said, “We would like to thank Vikram Chatwal for making the effort to make a difference. What we want to express through ‘Mai Mumbai’ and Lakme Fashion Week is global solidarity against terror that fashion is a universal language and that Mumbai is Open for Business. I would also like to laud the efforts of my colleagues at IMG, Naomi and her Fashion for Relief team, who have worked round the clock to bring the idea to reality in such a short time frame.” Mr. Krishnan continued “Lakme Fashion Week believes in uniting and promoting all facets of fashion fraternity and it’s our responsibility, as an event, to spread a universal message across all communities.”


Vikram Chatwal adds on the initiative, “‘Fashion for relief’ through the initiative ‘Mai Mumbai’ is a great step towards healing for the Indian and World communities. By bringing the spotlight to Mumbai and highlighting the seemingly endless pool of talent, IMG has helped place Indian fashion onto the global runway. To share this exciting time with my good friends Naomi and Fern makes it that much more special.”


About Lakmé Fashion Week:

Lakmé Fashion Week (LFW) is a jointly organised by Lakmé, the No.1 cosmetics and beauty brand in India and IMG Fashion, global leader in the management and production of fashion weeks and designer fashion events. LFW has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world”. LFW is organized twice annually. LFW Fall Winter 2009 will be held on 27th to 31st March’09 at Hotel Grand Hyatt, Mumbai. For further information log on to http://www.lakmefashionweek.co.in


About Lakmé:

The ‘No.1 and expert' in the beauty industry, Lakmé continuously innovates to offer a wide range of, high performance and exceptional quality color cosmetics, skincare products, and beauty salons. In addition to leveraging Unilever’s worldwide expertise, Lakmé also partners with the leading cosmetic house Milan-based Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila. Combining international cosmetics technology with an in-depth understanding of the Indian woman’s needs, Lakmé offers its consumers a holistic ‘Beauty Sutra’ experience through its products and services at the Lakmé Beauty Salons. For further information log on to www.lakméindia.com


About IMG Fashion:

IMG Fashion, a division of international sports, entertainment and media company IMG, is the global leader in the management and production of fashion weeks and designer fashion events.  Its portfolio of events features Lakme Fashion Week located in the heart of Mumbai as well as Mercedes-Benz Fashion Weeks in New York, Miami and Berlin, Fashion Fringe at Covent Garden in London, Rosemount Australian Fashion Week, Rosemount Sydney Fashion Festival in Sydney, SWIM FASHION WEEK at Sanctuary Cove on Australia’s Gold Coast, MasterCard Luxury Week Hong Kong and The Earth Awards.  IMG Fashion also represents the international commercial rights of Milan Fashion Week, Moscow Fashion Week presented by VISA, ENK International and LG Fashion Week in Toronto.

IMG Fashion’s The Daily Group publishes The Daily Front Row, the bi-monthly Fashion Mini, The Daily Front Row Extra and www.fashionweekdaily.com, all content that is also syndicated to newspapers and magazines across the globe.

The division’s network also includes IMG Models, the world’s number one modeling agency with offices in New York, London, Paris and Milan and Art + Commerce, the world’s leading agency for photographers, art directors, stylists and makeup artists. 

For more information on IMG and its business visit www.imgworld.com.


About Vikram Chatwal Hotels

When Vikram Chatwal threw open the doors of his first ‘Hautel’ The Time in New York’s Times Square nearly 10 years ago,  he redefined the surrounding neighborhood and in time, the ‘boutique’ hotel experience.

Not one to rest on his laurels, Vikram forged forward to create Dream, a new hotel experience that would eventually evolve into a global brand.

Always looking at the world from his own eclectic vantage point, Vikram is never content with the expected.

For his next entry to his collective of couture hostelries, he decided to take a turn towards the dark side and explore all things Night. A study in Gothic Gotham, Night again set the benchmark for how the traveling public thinks about hotels. Garnering his second nomination for the Hospitality Design Awards, Vikram and his hotels was gaining momentum and turning more than a few heads.

By 2006, the momentum had started to hit a fevered pitch and the Dream effort moved offshore to Thailand, were the now much lauded Dream Bangkok firmly took its place on the Conde Nast Hot List in its first year open.

Moving forward, Vikram Chatwal Hotels has a rigorous schedule of properties coming on line with Dream locations popping up in both hemispheres. Dream Cochin will mark the first of many properties to open in India when it appears on the scene this April 5th, soon to be followed by its newest brethren Dream South Beach in the sun drenched mecca of Miami.

Look for Vikram to dream up more Dreams soon in Los Angeles, Washington D.C, Toronto, Mumbai, New Delhi, Bangalore, Jaipur and Chennai.



For further information, please contact:

Payal Dass - Genesis-Burson Marsteller

Tel: (022) 2491 1783 / 85  (M) 9930396918



Press Contact for Vikram Chatwal Hotels in India

Toral Sanghavi

Clea Public Relations

Mobile: 09821045486