Tea Culture of The World (TCW), the epitome of tea refinement, is proud to announce its partnership with Lakmē Fashion Week X FDCI. This unprecedented fusion of luxury and sophistication will take place from March 13th to March 17th, 2024, captivating the senses of attendees with TCW’s exquisite teas.
As part of this collaboration, TCW will set up an experiential booth showcasing a diverse array of teas meticulously curated from around the globe. From the lush tea gardens of Japan to the misty mountains of China, TCW’s teas celebrate the rich heritage and diversity of global tea culture. One highlight of TCW’s collaboration with Lakmē Fashion Week X FDCI is the selection of wit label Chola for representation. Chola’s thematic representation of Japanese culture perfectly aligns with TCW’s range of matcha tea. Originating as an elixir for a long life by Buddhist monk Eisai, matcha has transcended its origins to become a cherished beverage enjoyed by all. The Japanese invest ceremony and ritual in the making of matcha tea, with masters of the tea ceremony crafting each infusion in traditional bowls using traditional ladles and whisks. The tea is hand-plucked with precision and prepared individually for every person present, embodying the Japanese philosophy of Ichigo Ichie, meaning that every human interaction is unique and will not be repeated.
Expressing her enthusiasm for the collaboration Dr. Rupali Ambegaonkar, the Business Head, Tea Culture of the World [Society Tea (Amar Tea Private Limited {ATPL}] says, “We are excited to unveil our innovative partnership with Lakmē Fashion Week X FDCI. The association with the designer label Chola showcases the essence of Japanese tea culture on the runway. The merging of haute couture and tea culture is heralded by this exciting partnership, promising a transcendent sensory voyage for both fashion connoisseurs and tea aficionados. We hope this association will bring together the best aspects of fashion and tea culture to create an unforgettable and unforgettable experience.”
“I am thrilled to be part of LFW X FDCI this year! It’s been almost five years since our last physical show, and the excitement is palpable! Working alongside TCW has been an incredible journey. Their support for our creative ideas has allowed us to infuse our collection with the beauty and elegance inspired by the Japanese tea culture. It’s empowering to collaborate with a team that shares our passion and encourages us to push boundaries. LFW X FDCI has always felt like home to me, as it’s where my journey in fashion began, and I am beyond grateful for the warm embrace it offers every time I return.” said Designer Sohaya Misra- Label CHOLA
The collaboration between TCW and Chola vows to redefine the very essence of fashion, unfurling a collection that pays homage to the rich tapestry of tea culture through a playful spirit. TCW’s presence at Lakmē Fashion Week X FDCI represents a convergence of two worlds—where fashion meets sophistication, and style intertwines with taste.
Experience the epitome of tea refinement with TCW. Sip, savour, and elevate your fashion experience with our premium teas
