Originally launched in London, The Apartment is now an integral part of India, New York and several other fashion weeks across the globe. In 2014, Reliance Brands Limited introduced ‘The Apartment’ at Lakme Fashion week, as a space for Media, Bloggers, Celebrity Stylist and social influencers to work, network and take a breather from their busy fashion week schedule. Fast-forward 6 years and the space has become so much more than that!
The latest edition of The Apartment was seen during the Lakme fashion week from 22nd– 25th August at Anais in St. Regis. This marked their 10th season which was reason enough to go BIG – a mock apartment was set up from scratch – complete with browsable wardrobes, bathtubs, bed, dining room and more. The result was a stunning oasis in the middle of frantic Fashion week madness.
The theme for the apartment was “Armour” which is an expression of empowerment- brands like Diesel, Replay, Scotch & Soda, Kate Spade, Steve Madden, Superdry under the Reliance Brands portfolio, were put on display for Fashionistas to browse through the collection while sipping on some wine.
Each day was owned by an influential celebrity stylists namely Edward Lalrempuia (Fashion Director-Harper’s Bazaar) on Day 1, Akshay Tyagi from Style Cell on Day 2and Nikita Jaisinghani (Karan Johar’s Stylist) on Day 3, who invited their friends and influencers to get styled by them in the best international brands exclusively available at The Apartment. This turned out to be a big hit amongst young bloggers and aspiring fashionistas.
Each day had newness at The Apartment with fun events/Pop-ups that were organized by the participating brands.
Day 1 saw Hunkemoller’s pampering session in association with Jean Claude Biguine hosted by Monica Dogra and showcased its AW19 collection. Monica Dogra brought along her friends the famous Shibani Dandekar and Candice Pinto. While Kate spade hosted an elegant Editor’s high tea that saw all fashion publications attendance.
Day 2 started off with Steve Madden’s shoe painting session called #DitchtheDull attended by the likes of former Miss India followed by GAS Jeans celebrating their Sustainability Collection with the ‘GAS Go Green’ caption where attendees were asked to write comments about the environment.
The Apartment is also known for the cool parties that Superdry organizes every season- and the Day 2 ended with a bang as Superdry launched its AW’19 collection //MY WAY at ‘The Apartment’. The launch party witnessed some of the notable guests like renowned rapper Raja Kumari, cricketer Shreyas Iyer, actor Ahaana Kumra, Aisha Ahmed, Jatin Sapru, Pankhuri Sharma, celebrity stylist Akshay Tyagi to name a few!
Day 3 had Scotch & Soda’s Rafia Hat painting session giving an artistic flavor to the Apartment and all the attendees were seen walking around with the Rafia Hats.
While the evening saw The Apartment raided by “Diesel Heist” an exclusive preview of the Diesel x Money Heist collection, followed by a Flash mob. The event was hosted by Kanika Goyal and attended by Sobhita, Natasha Dalal, Anaita Shroff Adajania, Santoshi Shetty, Nikhil Thampi and many more fashion influencers.
While day 4 was set aside for some much needed R&R (rest & relaxation) and long conversations over freshly brewed coffees from Third Wave Coffee Roasters with Unwind @ The Apartment.
It’s heartening to see The Apartment organically develop into a creational hub for professionals and online creators, become known for its events, and a space that helps develop strong industry relationships while maintaining its true soul of a space to simply unwind whilst delivering a cool and unique experience.