CREATIVE DIRECTION

• Gen Next designer program at Lakme Fashion Week is a platform for young
Indian designers to conceptualize imaginative, original and thought provoking
‘story based’ collections for a discerning fashion audience in India and globally.

• Gen Next applicant must demonstrate innovation with materials and techniques
as well as their creative process and methodology towards conceptualizing the
collection.

• Gen Next applicant must position herself or himself no less than an artist, using
relevant materials for translating a strong concept into an artistic composition of
form, shape, colour, pattern, print, embroidery and weave. The chosen elements
should be thoughtfully presented in a balanced manner, with self-driven critical
judgment on the scale between excess and minimalism.

• Gen Next applicant must question and challenge conventional norms in Indian
fashion and push the boundaries for creative experimentation and exploration
using design techniques from fashion apparel, textile or other relevant creative
disciplines such as art, film making, music, sculpture, etc.

• Gen Next applicant must demonstrate qualitative obsession with fundamental

parameters of construction of the samples such as craftsmanship, tailoring,
detailing and finishing.

• Overall, a Gen Next applicant must showcase clarity in vision for the label
through it’s aesthetic and design philosophy, concept of the proposed collection
and execution.