Stylists to the fore

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

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. For those are the four themes explored in what is being said to be Indias first 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 give the behind-the-scenes theme,individual interpretations. While Ami Patel and Anaita Shroff Adajania work on portraying drama,Archana Walavalkar and Nitasha Gaurav tackle narcissism,Ekta Rajani,Mohit Rai and Aastha Sharma deal with chaos and Niharika Bhasin Khan and Kushal Parmanand reinterpret debauchery. The result is a sleek look 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 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 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 hard work that goes into it, she adds,hoping the book will help in reinforcing the importance of her profession.

With the key ingredient being creativity,the nine stylists were given access to the stores repertoire of labels like 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 portrayals. The concept was different and interesting. And the shoot was entirely my baby; my canvas to interpret the way I saw fit, says 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 connect The Collectives customers with these stylists through style evenings and other events, says Sathyajit.

Even as The Green Room attempts to capture the backstage brouhaha and creative chaos,its clear that the profile of fashion stylists is fast changing. With celebrities under constant scrutiny,the role of a stylist is becoming more significant. While in the West the scene is super saturated,in India its still gaining importance, says Patel.

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