Stylists to the fore

A multi-brand store brings together leading stylists to create a unique fashion-art book

Written by Kimi Dangor

September 17, 2013 02:42 AM IST

4 min read

If some of the countrys noted fashion stylists are to be believed,the green room is a place where chaos,drama,debauchery and narcissism rule. Those are the four themes explored in what is being touted as Indias first-ever fashion art book. The Green Room,which was unveiled recently by luxury retail concept store The Collective,not only features the multi-designer stores autumn-winter 2013 collection,it also brings together nine well-known fashion and celebrity stylists,who have given the behind-the-scenes theme individual interpretations. So,while Ami Patel and Anaita Shroff Adajania work on portraying drama,Archana Walavalkar and Nitasha Gaurav tackle narcissism,Ekta Rajani and Mohit Rai and Aastha Sharma deal with chaos and Niharika Bhasin Khan and Kushal Parmanand re-interpret debauchery. The result is a sleek looking book with visuals captured by photographer Saurabh Dua.

At a time when stylists associated with fashion magazines,films and red-carpet dressing have become instrumental in pushing fashion beyond the purview of the ramp and impacting public opinion,this book portrays them as the stars of the show. The book was our way of recognising the pivotal role that fashion stylists play,not only in influencing fashion statements but in defining fashion for their clientele. It was also a way to make the best fashion and Bollywood stylists accessible to our customers, says R Sathyajit,COO,International Brands and New Businesses,Madura Fashion & Lifestyle,the stores parent company.

For the stylists too,its clearly their moment in the sun. Its wonderful that people are supporting and celebrating our work in India, says celebrity stylist Archana Walavalkar,co-founder,StyleCracker,who admits that it was exciting and unnerving to be in front of the camera,for a change. Lots of people dont quite know what the role of the fashion stylist is almost like the director of a production. A layperson looks at an image,but doesnt see the thought process behind it and the hard work that goes into it, she adds.

With the key ingredient being creativity,the nine stylists were given access to the stores repertoire of labels such as Vivienne Westwood,Michael Kors,Ted Baker,Versace,Armani Collezioni,Dolce & Gabbana,McQ Alexander McQueen and Lagerfeld,among others. With three models at their disposal,they were given a free-hand with their unique portrayals. The concept was different and interesting and the shoot was entirely my baby; my canvas to interpret the way I saw fit, says Ami Patel,creative director,Harpers Bazaar.

While this initial project celebrates stylists rather than the stars they dress,The Collective has more in store. Weve launched the Stylist Program,which bridges the gap between fashion,Bollywood and the consumer. We will now connect The Collectives customers with these stylists through style evenings and in-store events, says R Sathyajit.

Even as The Green Room attempts to capture the backstage brouhaha,ts clear that the changing profile of fashion stylists is increasingly seeing them play a starring role in the style sweepstakes.

With celebrities under constant scrutiny and even what they wear to the airport being examined minutely,the role of the stylist is becoming more and more significant. And while in the West the scene is super saturated,in India its still gaining importance, says Patel.

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