Designed for the big stage
Minister Eran Wickramaratne launching the website wwwmbfwsrilanka.com watched by Linda Speldewinde, Ranjith Pandithage, John Rohde and Deshal De Mel. Pic by Amila Gamage
The first international fashion week to launch in Sri Lanka, the Mercedes-Benz Fashion Week will sashay down the ramps at the DIMO 800 Mercedes-Benz Centre from October 27 to 30.
Conceptualized by Academy of Design (AOD) and hosted by the Mercedes- Benz representative in Sri Lanka – DIMO, the fashion week is a four-day event to showcase the Sri Lanka fashion and apparel industry.
Attending the press conference last week at the DIMO 800 Mercedes-Benz Centre, was State Minister of Finance and Mass Media Eran Wickramaratne, Chairman, Diesel & Motor Engineering PLC Ranjith Pandithage, Ambassador of the Federal Republic of Germany, Jörn Rohde, Deputy Chairman MAS Holdings and Chairman, Joint Apparel Association Forum (JAAF) Sharad Amalean, Group Director at Hirdaramani/Head at Future Leaders JAAF Aroon Hirdaramani, Founder/ Managing Director at Academy of Design (AOD), Linda Speldewinde and Economic Advisor to the Ministry of Finance, Deshal de Mel.
Minister Wickramaratne commented on the strategic use of Sri Lanka’s geographic positioning allowing the country to be a key player in the export trade with global markets like China and the European Union. With the assistance of the fashion and apparel industry he shared his belief that the industry may reap benefits of “moving from low value addition to high value addition.”
“We are a country of a lot of talent but this talent hasn’t been harnessed,” the Minister added. The Mercedes-Benz Fashion Week may not only open doors for the Lankan fashion industry but may also reposition Sri Lanka as the ultimate travel destination.
German Ambassador Jörn Rohde echoed the Minister’s sentiments about the apparel industry remarking that it is “a bright spot in the country’s economy.” In this industry “knowledge and creativity together is the way to succeed,” he added. The German Embassy of Sri Lanka which recently supported AOD’s award winning alumni Prabath Samarasooriya at the Berlin Fashion Week 2017 has readily agreed to support the next phases of the development of
Sri Lanka’s fashion and apparel visions.
“Artisan crafts is another avenue Sri Lanka could develop on,” the Ambassador said.
AOD head Linda Speldewinde dispelled general opinions in society of the “superficiality of fashion”. “It’s constantly changing and evolving,” she said explaining that the AOD brainchild ‘Sri Lanka Design Festival’ allows spaces for designers to exercise creativity whilst also incorporating artisans from the grassroots level.
“We are on a journey to position Sri Lanka as a fashion innovation hub,” she commented adding that through this Fashion Week Sri Lanka would have access to new markets, trades, attract new brands, buyers etc.
Chairman and Managing Director of DIMO, Ranjith Pandithage spoke of the group’s willingness to host this CSR initiative and their keen interest in partnering with AOD for the Fashion Week in order “to promote young and talented designers.”
Mercedes- Benz Fashion Week being a globally respected platform will elevate and position the country as a “catalyst of fashion innovation in Asia,” said Deshal de Mel commending the organizers for putting focus on design, innovation and product development whilst also incorporating and integrating the capabilities of local artisans allowing the “manufacturing side” of the value chain to grow and develop.
On behalf of the apparel industry, Sharad Amalean extended his support to AOD and stressed the importance of an event of this magnitude on the “calendar for the apparel association.” “There isn’t money in just sewing garments anymore,” he said, speaking of how the industry is challenged by the speed of technology and innovation. These eye openers should compel the industry to question “How do we use digital platforms to stay ahead of competition and be relevant?”
Also speaking on behalf of the industry Aroon Hirdaramani extends his cooperation in “working hand in hand with AOD to better the industry” as “customers come looking for the collaboration we have with design and manufacturing.” Mr. Hirdramani went on to commend organizers for “harnessing the world class talent we have in Sri Lanka” and showcasing it to global audiences.
Linda Speldewinde in conclusion commended AOD alumni AmeshWijesekera who she said “gave a voice to Sri Lankan fashion” ( see ST Magazine). This global platform will give importance to the interest in “travel fashion” which will cement the attraction of international buyers and brands to Sri Lanka, she added.
Four fashion shows will be held from October 27 to 30. “A new Sri Lankan Style Runway” (October 27), “Travel Style Runway’ (October 28), “Emerging Talent Runway” (October 29) and“AOD Fashion Graduate Showcase” (October 30).
“The South Asian Apparel Leadership Forum” will be held on October 28 from 8.30 a.m. to 2.30 p.m. “Fashion’s Biggest Pop-up of the Season” will also be on October 27 – 29 from 10 .m. to 5 p.m. and “Fashion Talks” from October 27 – 29 from 10 a.m. to 5 p.m. All events will be held at the DIMO 800 Mercedes-Benz Centre.