Model-turned actor John Abraham on Monday unveiled the logo of the first-ever Kolkata Fashion & Lifestyle Week (KFLW), which will feature collections of reno­wned designers such as J J Valaya, Narendra Kumar, Manish Malhotra, Satya Paul and Rina Dhaka.

KFLW, the brain-child of Yudhajit Dutta of Purple People Entertainment, will be held between February 24 and February 28.

The theme of the event is Eco Fashion, which refers to stylised clothing that uses environmentally sensitive fabrics and eco-friendly production techniques. The theme has been selected in view of the fact that 2010 has been declared the ‘year of biodiversity’ by the United Nations.

“The intention of KFLW is to provide young designers in Kolkata a platform to showcase their collections to the world. Fashion to me is what you are comfortable with. When I started off in the fashion industry, even I needed a platform. That’s why it’s important that new talents get a platform,” said the Bollywood actor.

Young talent such as Arjun Agarwal, Aarti Vijay­gupta, Debarun Muk­her­jee, Gopal Roy, Jaya Mishra, Radhika Sayantan, Souvik Aditi, Soma Nath and Tejas Gandhi will showcase their creations on the same platform that would display the works of Bibi Russell, Mona Pali, Ritu Kumar, Rocky S and Zubair Kirmani.

KFLW is aiming to change the perception that fashion weeks are only about international buyers and collections.

“We want to promote indigenous weavers of the eastern region through this event. There is a certain originality and beauty associated with natural fibres, dyes and yarns, which is peerless. We do have designers in Bengal who are extremely talented and the event will help them display their talent,” said Yudhajit Dutta of Purple People

Entertainment.

Though John Abraham will not be walking the ramp, a bevy of Bollywood celebrities will grace the occasion to make it a star-studded affair. L’Oreal has tied up with KFLW as the beauty and grooming partner of the event.