Vogue India's ambitious Forces of Fashion finds a strategic partner in Ajio

What’s the best way to celebrate the spirit of the elusive and ethereal runway? Vogue India seems to have cracked the code—showcase the creations of designers who have dedicated years to perfecting their collections, season after season.

With the third ‘Forces of Fashion’ edition, the media brand is doing that, and more. Slated for mid-October at Mumbai’s Galerie Mirchandani + Steinruecke, this three-day event will display India’s diverse and vibrant fashion landscape.

But this year's edition promises more than just a showcase of exquisite designs; it's about setting new industry benchmarks, thanks to Vogue India's strategic partnership with digital retail giant Ajio.

“This ambitious showcase started with the idea of celebrating the history and power of the Indian runway, with a twist,” Rochelle Pinto, head of editorial content at Vogue India told Campaign. “Blurring the boundaries between art and fashion, we've tried to create an experience that invites the Vogue audience into the heart of the creative process.”

Rochelle Pinto, head of editorial content at Vogue India.

And it certainly sounds ambitious. From October 14 to 16, the event will feature the work of 40 Indian designers, offering audiences a rare opportunity to view exclusive archival pieces and intricate hand-embellished artworks that are often hidden behind the glitz of the runway.

With a lineup boasting the likes of Manish Malhotra, Sabyasachi, Anita Dongre, and emerging talents such as Karishma Shahani and Ashdeen, this edition of ‘Forces of Fashion’ promises to celebrate both the history and the future of Indian fashion. Visitors can expect a close-up view of each designer’s unique strengths—whether it’s custom textiles, hand-embroidered motifs, or reimagined signature prints. This immersive experience aims to deepen the understanding of the craftsmanship that goes into every collection.

While fashion and retail collaborations are common, this one is particularly notable for its focus on innovation. “This exciting partnership with Vogue will bring a new dimension to the fashion narrative of modern India,” says Vineeth Nair, CEO of Ajio. “It marks a significant step towards redefining the fashion landscape with innovation, creativity, and a deep appreciation for the evolving identity of Indian style.”

Ajio’s involvement goes beyond financially backing the event; the retailer is helping shape its entire narrative by integrating technology and creativity to make the ‘Forces of Fashion’ more accessible, both in-person and through online experiences. As Nair highlighted, this collaboration is about leading trend-first dialogues that could influence the future of fashion in India—a sentiment echoed by Pinto. “Strategic partnerships work best when all partners are aligned on the goal and give each other space to be creative, which is why Vogue and Ajio are such a great fit,” she said.

This strategic collaboration reflects a broader trend in fashion where the lines between physical and digital experiences are increasingly blurred. Ajio’s digital presence will allow the ‘Forces of Fashion’ to reach a wider audience, offering immersive experiences that go beyond the confines of the gallery space.

As the fashion landscape evolves, so do consumer expectations, and this collaboration sees Vogue India and Ajio trying to lead that change. This mutual interest is understandable. The India online fashion retail market is projected to grow by $51.79 billion at a CAGR of 25.2% between 2023 and 2028, according to Technavio. The key drivers for this growth include increased internet and smartphone penetration that is augmenting brand awareness, rising disposable incomes, greater acceptance of digital payment systems, and rising e-commerce sales.  

The Forces of Fashion New York edition will have runway reviews, Pat McGrath makeup touchups, and a Vogue photo shoot by Hunter Abrams.

The ‘Forces of Fashion’ is part of a larger global initiative, with similar events taking place in cities like London, New York, Rome, and, for the first time, in Madrid and Berlin. The Mumbai edition, themed ‘Power of the Runway’, will reflect on key moments and milestones that have shaped India’s fashion industry.

“It gives us a chance to delve deeper into our fashion history, while also anticipating what the future holds,” Pinto told Campaign. “I’m excited to see each of our participating designers interpret this in their own unique way.”

But the exhibition is just one part of the equation. Vogue India’s annual ‘Forces of Fashion’ red-carpet gala will return on October 23 at the St. Regis Hotel, Mumbai. Besides established designers, it will also honour young creatives who are pushing the boundaries of what Indian fashion can be. It’s an opportunity to celebrate the next generation of fashion innovators, those who are reimagining the industry for a digital age.

For Vogue India, this year’s ‘Forces of Fashion’ is about more than just haute couture—it’s about inclusivity and accessibility. Pinto is especially excited about the fact that audiences can now experience fashion in person, rather than merely scrolling through Instagram feeds.

“What excites me most about this year is the fact that we have created something in partnership with the design community that our audience can experience in person, and not just look at from a phone screen,” she said. “My goal has always been to make Vogue relevant to a wider community and have our events resonate beyond the red carpet.”

The event also aims to provide a behind-the-scenes look at the fashion industry, touching on challenges like supply chain management, creativity, and trend analysis. By pulling back the curtain on the realities of the fashion ecosystem, Vogue India hopes to foster a deeper understanding of the hard work and craftsmanship that goes into each collection.

So, what can attendees expect from Forces of Fashion 2024? A celebration of Indian fashion, certainly—but also a thought-provoking conversation about where the industry is headed. With Ajio’s strategic partnership, the event is more than just an exhibition; it’s a reflection of the changing dynamics of Indian fashion and an invitation to dream bigger. As Vineeth Nair succinctly puts it, “This partnership with Vogue is helping to shape the future of fashion in India.”