I never doubted the link between fashion and marketing, and while I was transferring responsibility from my line of thinking over a cup of coffee, my thoughts were fixated at the launch of Lookbook – a fashion and lifestyle magazine.
When the magazine came together, I kind of felt that it was like a curator’s handbook at a fashion carnival. As I pored over pictures from the season’s collections, gathered from runways around the world, my thoughts sailed back to the time when I was with my fashion editors trying to bring these pages to life – by combining artistry with humour and fashion with extraordinary storytelling.
We rummaged through pages and pages of fashion kitsch and prevailing awkward trends, including tropical animalistic prints to wacky camouflages, before finally landing a role for the more straightforward, or with a turn of phrase if I be allowed to say, the vintage and classic approach to summer dressing.
We made it a point to approach Lookbook in a different way from the already existent fashion magazines. With a primary focus on engaging what was in it for our consumers personally, we zeroed in on various aspects like the context, the perverse twists, and the narrative.
The creativity of various designers and stylists were ushered in – the need to capture the sheer vigor and chutzpah of youth was a unanimous choice. Of course, there were timeless yearnings and timely style (and we all know that the years can get the better of any clothing: the John Travolta leather jacket and motorcycle boots from Grease you swore you would have forever? Doesn’t work anymore.), and suddenly you have your moment of despair, and swing back to fervent faith in the passivity of the young.
But isn’t there always a perennial drive to express ourselves by any means possible? Or, the desire to come to grips with the prevailing trends relevant to the way you live now? It is a gargantuan task of being in fashion without being fashionable.
In the hours and the minutes that followed, portfolios after portfolios were circulated, and we were spellbound more with fear than awe because of the looming proximity of the launch. There was summer suits – light-weight, softly lined, easy-to-carry and slim fitted. There were sporty separates – windbreakers, sweatshirts – with more focus on technical efficiency and aesthetic simplicity. Then, there were beautiful shirts and exquisitely designed tops, intricately patterned and drenched in multiple hues, that impart a certain elegance. No coats or jackets necessary.
And there we were, all perched on our swivel chairs, delivering our goods in our quietly determined voices; weaving in imagination, art and fashion altogether in a little glass room. Devising smart fashion for the here and there, and quite possibly, for a few years to come – encapsulating into the magazine: the various incarnations of style and trends to galvanize generations and to start a fashion revolution.
When Lookbook hits the high-streets and newsstands, the story will begin.