Amazon.in to sponsor India Fashion Week

Online shopping destination Amazon India will now be the title sponsor of India Fashion Week, which has ben sponsored by fashion brand Wills Lifestyle for almost a decade.

India Fashion Week is organised by the Fashion Design Council of India (FDCI), whose president Sunil Sethi is happy about moving on from "bricks to clicks".

"I'm looking forward to this association with India's largest online player. It will be our 25th edition... our silver jubilee, so what better way to celebrate. We are planning to do more experiments with quality designers," Sethi said at the partnership announcement here Thursday.

The event was also attended by ace designers like JJ Valaya, Rohit Bal, Varun Bahl and Rina Dhaka.

Vikas Purohit, head, fashion, Amazon India, which started a proper fashion segment from March 2014 by launching bags, shoes and more, is looking forward to taking the work of Indian designers to a "large part of India through the partnership with FDCI".

"This is the most prestigious platform," he said.

The 2015 autumn-winter edition of the fashion week will start here March 25.

The venue of the five-day fashion event remains the same -- the capital's Pragati Maidan.