A leading condom brand, with the help of some students, came up with an innovative idea that showed us that condoms can be used for more than one reason.
Condom brand Skore, in association with Rotaract Club of Bombay Film City (RCBF), organised India's first ever condom fashion show on Thursday, 29 December, in Mumbai.
The brand conducted the design contest and fashion show, titled Skore Fashionista, bringing together 36 teams comprising of 78 students from 11 institutes, including Pearl Academy and WLCI, to create costumes out of condoms.
The models walked the ramp wearing short skirts, crop tops, dresses and evening gowns made of condoms.
While many were very hesitant to be part of the show, actress Mugdha Godse was the celebrity showstopper, who wore a lehenga choli made of condoms.
The unique idea for the show was organised as part of an AIDS awareness campaign and to encourage students in freely talking about safe sexual behaviours.
"The main idea behind associating with the students to conduct an event of this caliber is to make condoms a fashion statement. In a country like India in which the society still shies away from talking about condoms in the open, our intention is to rationalise the stigma around condoms by generating interest around it just like any other consumer product," Vishal Vyas - general manager, marketing, Skore Condoms - said in a statement, according to IANS.
Designer, chief advisor and judge AD Singh, and fashion designer Amy Billimoria announced Elsa Nillaj of International Institute of Fashion Design, Andheri, as the winner of the event.
Sneha Bhandari and Nusrat Sayed of Rachna Sansad College, Dadar, were selected as runners-up of the contest.
Check the behind the scenes video below: