From ramp to reality: Daraz Fashion Week promises 'instant purchases'

Next week, you can be a couch potato and still get your retail fix.

Kicking off on April 20 at 8pm is Daraz Fashion Week, a four day long online fashion show that will showcase high-end designer wear at prices starting at Rs 3,000.

"The concept of this fashion show is to make high-fashion more accessible. High-end designers want to connect with the general consumers and we want to be the ones to make that connect," shares Saman Javed of Daraz.

How it works

Saman explains: "Clothes will go live on the website as soon as they hit the runway - there will be no delay. The fashion show will not be streamed live on our website but we will have a live social media stream throughout the show - on our website, looks will be available for purchase as soon as they hit the runway and videos with designer looks will be available the next day."

Luxury labels such as Zara Shahjahan, Deepek Perwani, Feeha Jamshed, Amir Adnan and Tena Durrani, to name a few, will be designing exclusive collections for the event.

Each designer planned and produced their collections for two months and now it's almost time to face the music.

How did the online shopping giant manage to secure the participating designers?

"We pitched the concept to designers who we thought will be able to fully capture the essence of an event of this sort in their collections and thankfully, got a super positive response from all of them," reveals Saman.

May the fastest fingers win

The shopping experience promises to be hassle-free and enjoyable but you'll have to be quick,

Saman warns, "Stock will be limited, the exclusivity and scarcity is what will make these collections even more desirable, people definitely need to rush to buy things, we're expecting one million people on our website to avail the best branded wear!"

A few months ago when Daraz held their Black Friday sale customers flooded the website in such great numbers that the site's systems were overloaded. While the issue was rectified, Saman does urge you to keep a close eye on you what you want and seize the day. "You just have to keep an eye-out for your favourite looks, click click click and have the desired outfit delivered from the runway to your doorstep within 24 hours," she says.

Can we expect any surprises on the runway, maybe a celebrity showstopper or two?

"We have lots of exciting things planned; No spoilers!"

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