Bollywood actors back Jabong Online Fashion Week

Actresses Neha Dhupia, Kalki Koechlin and Esha Gupta along with actor Kay Kay Menon and supermodel Carol Gracias spruced up the Bollywood quotient at the preview of the second season of Jabong Online Fashion Week (JOFW), aimed at providing a platform to budding talent.

The exclusive preview, which took place here at The Grand Wednesday evening, witnessed the actors walking the ramp for various designers.

Kay Kay, who flaunted a creation by designer Rahul Singh, looked dapper in a cream coloured traditional kurta-pyjama. He completed his look with a golden jacket and a jooti, and lauded the "wonderful effort" of providing a platform to young talent.

Former Femina Miss India title holder Neha looked ravishing in a quirky colourful Poonam Bhagat dress, and she too was appreciative of JOFW, "which encourages new talent".

Another big screen diva on the ramp was Esha, who came into limelight with 2012 film "Jannat 2". She was seen flaunting a pink coloured gown by designer Jaya Misra.

The Delhi-born beauty, who donned a simple yet effective look for the event, told IANS that the fact that JOFW is an online event, "gives talents a larger scale to reach out to people".

"With this effort, every designer will get a chance to open his own store (literally)," she added.

There was also Kalki Koechlin, who sashayed down the ramp in an ensemble by Niharika Pandey.

Apart from them, the second season also featured young designs including Aesthetical Cubes, Sougat Paul, Nitya Bajaj, Preeti S Kapoor, Niket Mishra, Kanika Goel, Sonia Jetleey and Siddartha Tytler.

The apparel designers, models, hairstylists, photographers, makeup artists and accessory designers who showcased their work at the preview event, were finalised via the online shopping portal by jury members Nandini Bhalla, Varun Bahl, Colston Julian, Vidya Tikari, Lubna Adams and Noyonika Chatterjee.

During the event, the spring-summer 2015 collection of Britain-based high street brand, Dorothy Perkins was also showcased.

The idea behind JOFW is to provide a platform to the country's youngsters, who are looking forward to make a career in the fashion industry.

"Our brand stands for fashion. It was an effort to bring the fashion property online, where it can be showcased to the whole Indian market at a single place. Starting from Feb 12, people will see the new trend and ideas of these young designers, who we have been chosen," Praveen Sinha, managing director and founder, Jabong.com said.

The creations of the chosen talents will be displayed on the website of the e-commerce portal from Feb 12-17.