MUMBAI: Trying to take fashion beyond the realm of the elite of Indian society and making it relevant and accessible to common people! That is what sports marketing firm Total Sports Asia (TSA) is looking to do. For this purpose it is organising a series of fashion events in India.

The first of these Shoppers Stop Fashion Week takes place in Pune from 6-8 May 2005.

The main elements of the Shoppers' Stop Pune Fashion Weekend are:

Promotions: A Canter branded with event images hits the streets of Pune today 2 May. It is targetting key areas to create awareness and encourage participation in the contests. The Canter is funky with lights flashing and music playing. An M.C. communicates while models walk the canter depicting the essence of the Fashion Weekend.

Loreal Paris Cover Girl Hunt - This involves searching for the face of the Fashion Weekend. Girls aged 16 to 28 can participate.

Happy Dent Miss Beautiful Smile - This searches for the most appealing smile capable of turning heads with just one flash of the teeth.

The Runaway Model Hunt for boys and girls -
This competition is the search for the best male and female model to walk the talk. Here, the attitude rules. Participants have to be in the age group of 16yrs to 28yrs of age.

The L' Oreal Beauty and Skin Makeovers -
Experts from L'Oreal will be rendering their services using specialised L'Oreal Skin Care and beauty products to registered applicants giving the clients a complete briefing of the benefits of using L'Oreal products

The finale on 8 May will see what TSA claims is the longest ramp ever seen by Pune in line with international prêt showings in international runway shows of Milan and Paris. The designers participating in the fashion show are Rocky S, Raghavendra Rathore, Suneet Verma, Shantanu and Nikhil, Ashish and Smita Soni.

The title sponsor of the event is Shoppers' Stop. The associate - sponsors are Computer Associates, L'Oreal and Happy Dent. The official partners are The Herald, Barista, Jazz by the Bay at E-Square, Crossword. While no broadcaster has been roped Total Sports Entertainment India (TSEI) MD Navneet Sharma says that the company is talking to fashion broadcasters for covering the event.

Sharma says, "After Pune we will organise a fashion event in Bangalore in June. Over the course of the year we are looking to bring events like this to the Metros. Our aim with this endeavour is to continue to exponentially impact the lives of individuals and brands who seek entertainment through sports, music, films and all other activities which make them enjoy life to the fullest.

"We deliver television programming which is tailored to 'wow' the audience through leading television broadcast partners and by creating unique and unprecedented events which promote brand communication through interweaved synergies. TSEI now has created a unique first of its kind in the Fashion genre- the first Shoppers Stop's fashion weekends across the cities of Pune and Banglore."

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