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      A model poses during a photo shoot for the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, India, Friday, Oct. 2, 2020. Unlike a fashion show, models aren’t swaying live on a ramp. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ”Phygital edition." India’s first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers. A model gets herself sanitized before entering the office of the Fashion Development Corporation of India (FDCI) in preparation for the Lotus make-up India Fashion week digital show in New Delhi, India, Friday, Oct. 2, 2020. India’s first digital fashion week is being held from Oct. 14-18, live streaming the spring-summer collections by more than 40 fashion designers under the banner of Lotus Make-up India Fashion Week. Not to miss the October deadline, the FDCI converted parts of its office building into a studio in a bustling industrial area of Delhi. It created a stage, screens and bespoke lighting to facilitate shooting of fashion films and videos by the designers. NEW DELHI (AP) — Unlike a fashion show, the models aren’t swaying on a ramp in real life. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic.

      "Phygital Edition” is India’s first digital fashion week, held from Wednesday through Sunday. It livestreams the spring-summer collections by more than 40 designers under the banner of Lotus Make-up India Fashion Week. Ten designers showcase their work each day.

      For months, designers, models, make-up artists and film crews worked to create the fusion of the physical and virtual fashion, adapting to the virus restrictions.

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      The designers have pre-shot films that are showcased online on key digital platforms — Instagram, Facebook, Twitter and YouTube.

      Nikhita Tandon, a designer, is hopeful of a big response, considering everyone is connected in today’s digital world.

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      “Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that digital world is the new thing in marketing,” she said.

      But she sees a huge difference between a live show and watching the images online. “When we see a garment in front of our eyes, there is a different feel in the embellishments,” she said.

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