Film Script: National Institute of Fashion Technology

Client: National Institute of Fashion Technology

Objective: Curtain raiser to the AV showcasing the work of the graduating class. The aim was to profile the Accessory Design Department and the role it was playing in preparing its students for industry.

3-Screen Audio Visual: 10 minutes

Commentary

1. The 90s are proving to be a turning point.

2. Geographical boundaries are being redrawn…Political agendas are being reworked.

3. Cultures are coalescing…Arts are becoming more meaningful, and at times, meaningless…Fashion, brazen and often, bizarre.

4. But what’s really making the difference is globalization – that’s transforming the world into one market economy.

5. The effects of globalization are being felt in India: Businesses are being unshackled…Import tariffs are being lowered…Competition is multiplying…Purchasing power is growing…New consumer needs are emerging.

6. These developments are impacting the Indian fashion accessory industry.

7. As a result, an industry traditionally insular in its world view and complacent is now showing signs of waking up to global realities.

8. To successfully globalize the fashion accessory industry, has to develop competitive players…Leverage capabilities and resources world-wide…achieve international standards in economies of scale, styling, quality, pricing and brand positioning.

9. The industry will also have to strengthen its roots: Redefine and breathe new life into its rich and diverse aesthetic heritage by incorporating the world view, business idioms and technologies of the 21st century.

10. For the fashion accessory industry, the road to globalization is long and arduous. The first step to take is design professionalism. Professionalise or else…

11. Playing a key role in professionalising accessory design and disseminating it to industry at large is the National Institute of Fashion Technology.

12. NIFT offers a full-fledged 3-year programme for training professional accessory designers…imbuing them with the skills and experience across a wide spectrum of accessories.

13. A NIFT Accessory Designer is trained to be tight-rope artist. To walk a fine balance – between pure aesthetic expression and business realities.

14. The course prepares the students for the business world. Encouraging them to wear different hats.

15. In most centres of learning, there exists a hiatus between the classroom and the real world. The accessory design department makes conscious efforts to bridge this gap.

16. The student and the industry, work in tandem…A student spends approximately forty weeks – over a three-year period – executing real life design and developing products.

17. The accessory designer is equipped to take strategic design initiatives for niche and mass markets…keeping pace with fashion trends world wide.

18. That the skill and professionalism of a NIFT Accessory Designer is being recognized and accepted by industry is borne out by a few, simple statistics: Some 125 industries have involved accessory design students in real business projects. And, this year alone, the industry has invested nearly 1.5 crore rupees by way of design and development expenses in graduation projects.

19. The high point in a student’s stint at NIFT is a 5-month, full time project with an industry client at the end of the final semester.

20. The symbiotic interface between industry and professional education is showcased in the work of this years graduating designers: Hand-crafted precious jewellery…cast jewellery…costume jewellery…paper products…gift-ware…tableware…leather goods…travel goods and table top accessories.

21. And, what’s most significant, even this year nearly seventy per cent of the design development work has gone into production and has been converted into business.

22. But has the class of 97 been true to its brief? Have they used design as a marketing tool? Has professional design intervention made a difference to their client? Let’s take a look.