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IIFW remembers Mothers with a short film The First Lady

MediaInfoline March 9, 2020

India Intimate Fashion Week which is quite synonymous in India has released an impactful short film on social awareness. Every year during International Women’s Day, IIFW brings a powerful, socially concerned topic in front of the world, through a neat short film. IIFW’s earlier short stories, The Right Cup Project & Do Not Look Here, were very well appreciated across the industry and audience. This year too, IIFW has thoughtfully created a masterpiece The First Lady that would raise concerns about another Taboo in the society, again.

Mr Niraj Jawanjal, Founder and Chief Ideator of India Intimate Fashion Week, who has conceptualized and also directed The First Lady film said, “With the core focus of IIFW to “Boo the Taboo” about the existing taboo in India when it comes to talking about lingerie, a basic need in our day-to-day life. There is nothing like only youngsters need it and older ones don’t. Rather they need more care, attention and support than youngsters. This short film draws the attention to the critical issues viz. sagging, breast cancer, uterus cancer, personal hygiene related issues and mainly on the mental illnesses which start with ignorance & loneliness etc., to which elders and parents are more prone to. The was busy and life would always keep us busy out of our professional and personal commitments but if that results into parents getting ignored and feeling lonely then there is nothing worse than this. He further elaborates that; this is a genuine attempt to re-think on how we live our lives in a busy metro city and what it results into directly or indirectly. This short film would be released on 7th March 2020 across all the social media channels for everyone’s viewing.

The First Lady: A Short Film by IIFW

YouTube Link.

The Story Plot :

A daughter, who is an independent, working and modern girl from today’s times in a metro city, comes across a social media promo about the upcoming Women’s Day Special Sale at a well-known mall in the city. She plans to go to the mall and shop something new for her as she really wanted to upgrade her wardrobe collection. She reaches home with loads of shopping bags in hand.

While she goes to her room to freshen up & change. Her mother leaves her daughter’s coffee on the centre table and browses through the shopping goods. She finds something beautiful, very lacy and elegant product which looks like lingerie / bra. She asks her daughter about it….and she too says that yes, it’s a bra.

Her mother with her extremely surprised face confesses that she had never seen such bra in her life, and she would really like to have one. Her daughter tells her rudely, bluntly that such products are meant for today’s independent women, who have social life and not for older women who stay at home. Her mother then reacts to this treatment by the daughter in a very emotional way.


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