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In 2006, the first Wills Lifestyle Fashion Week was organized by the supreme fashion association of India, the FDCI. The event faced competition from the older Lakme Fashion Week.
Over forty days, a comprehensive identity for the event was created by combing bold graphics with a silhouette-oriented photographic style. The brand language reflected the fluid nature of ideas, inspiration and design at the fashion week. The branding was carried over all the possible touch-points in a variety of media, establishing a unified theme across the event space and beyond.
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