They Have got the look

“A look book is an organised display of the collection that showcases what ensembles look like when worn. What we sent out is more of a look communication book. This is more of imagery and communicates the mood and feel of the collection,” says Pratap,as he describes his poster book that has Tamara Moss and Prabuddha Dasgupta modelling for the photographer Bharat Sikka. Shot in Sikka’s Navjivan Vihar home and its neighbourhood,this has Tamara Moss lying in the lawn in a jacket and sequinned trousers. On another page,she has her back towards the camera. The details of the attire are not even visible in some shots,but that does not bother Pratap. Over the last few months he has sent its copies to clients and stores across the world,including France and Japan. “Black dominates the collection and so the decision to keep the book also black and white,” says Sikka.

This is unlike the international trend,where look books don’t go for a makeover. Pratap’s mentor Abraham is keen to experiment with his look book,but unlike Pratap he is not game for a radical change. “The photographs need to show details of the garment and the silhouette,” says Abraham. His fall-winter 2009 look book will come in a designer bag,but the format of the book is traditional. The photographs shot in a studio are accompanied with information like the code assigned to the garment,fabric used and a short description. “The buyers seek this information,” says Abraham. Nitin Bal Chauhan goes a step further. His fall-winter 2009 look book that showcases the line “Conditions Apply Part II” is arty and also has the price of each garment — in rupees,dollars and euros.

Recession might have hit everything in the designer world,but not the look book. “Producing a look book is not an expensive proposition. It is more about conceptualisation,” says Rohit Gandhi,as he readies to design his line for next summer. The look book will follow.