IIFW remembers Mothers with a short film “The First Lady’

India Intimate Fashion Week which is quite synonymous in India has released an impactful short film on social awareness. Every year during International Women’s Day, IIFW brings a powerful, socially concerned topic in front of the world, through a neat short film. IIFW’s earlier short stories, The Right Cup Project & Do Not Look Here, were very well appreciated across the industry and audience. This year too, IIFW has thoughtfully created a masterpiece that would raise concerns about another Taboo in the society, again.

India Intimate Fashion Week (IIFW) is a platform designed to shed a powerful spotlight on all facets of the intimate apparel and personal care industry. This showcase exposes both emerging and established brands and designers, manufacturers and distributors from India and around the globe, spanning market categories of lingerie, beachwear, activewear, swimwear, shapewear and more. India Intimate Fashion Week is also taking immense endeavor to let India speak its mind about this world’s largest industry and become shy-away so that we can involve and nurture the emerging talent in this massive industry to command a bold stand.

 

 

Mr. Niraj Jawanjal, Founder and Chief Ideator of India Intimate Fashion Week, who has conceptualized and also directed this film said, “With the core focus of IIFW to “Boo the Taboo” about the existing taboo in India when it comes to talking about lingerie, a basic need in our day-to-day life. There is nothing like only youngsters need it and older ones don’t. Rather they need more care, attention, and support than youngsters. This short film draws attention to the critical issues viz. sagging, breast cancer, uterus cancer, personal hygiene-related issues and mainly on the mental illnesses which start with ignorance & loneliness. etc to which elders and parents are more prone to. The was busy and life would always keep us busy out of our professional and personal commitments but if that results in parents getting ignored and feeling lonely then there is nothing worse than this. He further elaborates that; this is a genuine attempt to re-think how we live our lives in a busy metro city and what it results in directly or indirectly. This short film would be released on 7th March 2020 across all the social media channels for everyone’s viewing. 

 

The Story Plot:  A daughter, who is an independent, working and modern girl from today’s times in a metro city, comes across a social media promo about the upcoming Women’s Day Special Sale at a well-known mall in the city. She plans to go to the mall and shop for something new for her as she really wanted to upgrade her wardrobe collection. She reaches home with loads of shopping bags in hand.

While she goes to her room to freshen up & change. Her mother leaves her daughter’s coffee on the center table and browses through the shopping goods. She finds something beautiful, very lacy and elegant product which looks like lingerie/bra. She asks her daughter about it….and she too says that yes, it’s a bra. 

Her mother with her extremely surprised face confesses that she had never seen such a bra in her life, and she would really like to have one. Her daughter tells her rudely, bluntly that such products are meant for today’s independent women, who have a social life and not for older women who stay at home. Her mother then reacts to this treatment by the daughter in a very emotional way.

 

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