Wills India Fashion Week unfolds Spring Summer Fashion - Fiama Di Wills declares Nandita Basu-Varun Sardana eminent designers

New Delhi, October 22, 2010 (Washington Bangla Radio / pressreleasepoint) Fiama Di Wills, ITC’s premium range of personal care products, is proud to announce Nandita Basu and Varun Sardana, India’s young and eminent designers at the Wills Lifestyle India Fashion Week. For this Spring Summer 2011 edition of WIFW, the designers will showcase their collections based on the brand’s ethos - ‘Look Young and Feel Young’.

Youth is all about the vibrancy and beauty that one possesses and therefore there is an inherent want to feel and look young always. One’s physical appearance is very crucial to this effect and therefore the need for proper care of hair and skin becomes paramount as these are the most obvious indicators of youthfulness. Fiama Di Wills understands this need and caters to it by providing a marvelous line of skin and hair care products like shampoos, conditioner, shower gels and soaps.

The Fiama Di Wills woman is marked by an innate sense of confidence and a desire to explore newer exciting aspects of life. Obvious in the contradictions that make her the complete woman she is both feminine yet assertive in what she seeks out of life. Her life is a stimulant and living in style is a way of life. Fiama Di Wills brings to this consumer, products that are based on international benchmarks. The Fiama Di Wills products are carefully crafted, indulgent products that provide nourishing care. Being a woman of today, she wants her youthfulness and vibrancy to be kept intact and the Fiama Di Wills’ product line helps her achieve the same.

Speaking on the association with India’s largest fashion event and the young designers, Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Ltd said, “The association with India’s largest Fashion Week is an ideal platform to engage with our consumers and enhance the brand’s image. The Fiama Di Wills woman is beautiful, young and has an innate panache. Our association with both these designers befits this belief as both are renowned for their vibrant designs which are aesthetic, youthful, global yet wholly Indian. Celebrating ITC’s 100 inspiring years, Fiama Di Wills presents an exclusive “Feel Young” collection celebrating beauty and we are happy to have youth icons such as Nandita and Varun on board to showcase this special collection.”


One’s persona is enhanced by their attire and a well dressed person exudes the inner beauty of youth through the perfectly styled garb that adorns them. Today’s need to look good meets its panacea with great looks augmented by the trendiest styles in fashion and this is the core world of the Fiama Di Wills woman. The designer duo has beautifully aligned their stylish collections keeping in mind this young, alive and vibrant Fiama Di Wills woman. The look and feel of Nandita’s collection is very young yet has a sophisticated urban feel which is edgy yet minimal. Varun’s collection depicts young women today who are juxtaposing traditional notions of beauty and form with contemporary idioms and developing an aesthetic, which while being global is wholly Indian.

Nandita Basu, speaking about her collection, emphasized that her collection “Paradox” is to showcase “The quintessential duality that signifies Indian women, the duality which is blended perfectly and which identifies and differentiates her from any of her counterparts across the world, giving her the unique charm and spirit…”

Varun Sardana, while talking about his exclusive collection for the Fiama Di Wills show, reflected, “The collection is for women of all ages who are young at heart and are constantly evolving their expression. Palette used is neutral, with White, Beige, Ivory and Black given predominance. The curves are still given importance, but the lines are not sharp, and they tend to flow with the body, in a smooth, seductive manner. There is a lot of interplay between transparency and opacity and between fluidity and rigidity, and an extensive use of hand and couture-based skills to achieve the concepts used in the collection… “Visit Fiama di Wills for details.

About Fiama Di Wills

ITC’s Personal Care division launched Fiama Di Wills in September 2007 and now has established itself as a premium brand offering a range of Shampoos, Conditioner, Bathing Bars and Shower Gels. This has been achieved by leveraging years of detailed consumer insight to offer an evocative and unique value proposition of ‘Gentle and Effective Care through a blend of Nature & Science’. It is backed by world class products created by scientists of ITC R&D centre and in certain instances, in collaboration with international hair care experts.

Fiama Di Wills recently launched Transparent Gel Bathing Bar developed with the revolutionary Liquid Crystal Freezing Technology (Product of the Year 2010 & declared an innovative product by over 30,000 consumers in a survey by AC Neilsen).

Some other recent launches include Fiama Di Wills Aqua Pulse Shower Gel - a variant specifically created for men and Fiama Di Wills Anti-Hair Fall shampoo with the goodness of Brazil Nut & Hair Restore technology. For more details visit Fiama di Wills.

- pressreleasepoint