When it comes to keeping up with latest trends, trust the fashion industry to take the lead. Though the lockdown and unlock restrictions have posed several challenges for those in the fashion fraternity – models, makeup artists, stylists, photographers, light men and others – they are slowly but surely getting back to business with new concepts to ensure adherence to safety norms.
Digital shoots boom
Like everyone else, technology has come to the rescue of the fashion industry, which swiftly adapted to the changes amid the lockdown and tried to make the most of the new normal. Soon after March, Zoom or FaceTime photo shoots and digitally generated fashion content were in vogue, replacing traditional shoots at studios or outdoors.
Fashion photographer Siladitya Dutta, who conducted a few virtual photo shoots during the lockdown, recently had his first fashion shoot at a city hotel after months. Speaking about the transition, he said, “Before the pandemic, we used to meet up with models, makeup artists and stylists to plan the concept of the shoot and outfits. But now, the entire brainstorming has shifted to WhatsApp groups. Initially, I didn’t know how to survive the lockdown. But gradually, I got inspired by international and national photographers as well as celebs and started doing digital shoots with models. However, the magic of shooting at a real location is missing in virtual shoots.”
Rise in digital fashion shows
Launch of new collections and fashion showcases have seen a sea change post the COVID-19 outbreak. Designer Abhishek Dutta, who is working with French visual artist Livia for his spring-summer collection, said, “Recently, Paris Fashion Week showcased their ramp walk digitally. For digital broadcast, ramp walks can take place anywhere. In Paris, they did it on the farmland. Many designers are resorting to 3D and virtual models to showcase their collections. Also, due to the digital connection, more global collaborations are taking place now. My spring-summer collection launch will be digitally showcased simultaneously from India and France.”
Designer duo Soma Bhattacharya and Eshaan, who recently showcased their collection through a photo shoot, are planning to make up for the lockdown losses by launching a more affordable line of collection online. “With the festive season round the corner, many designers are showcasing their collections through digital fashion shows,” said Soma.
Stylist Anupam Chatterjee, who recently shot a national ad campaign with actor Parambrata Chatterjee, said virtual fashion shows can be conducted without much hassles. “All you need to do is book an auditorium and invite bare minimum workforce – a stylist, makeup artist, hairdresser, show director/choreographer, dresser and a photographer/videographer, apart from the models,” said Anupam.
Fash frat ready to sweat it out
Makeup artist duo Rajat-Kaushik are happy to be back at work. “The experience is of course not the same as before. We are going the extra mile to maintain all the safety norms. Wearing PPE suits for long hours makes you sweat profusely and sometimes also causes breathlessness, but we don’t have a choice. We are just glad that the shoots have started again,” said Rajat.
Model Ankita Singh thinks that functioning in the new normal is definitely challenging but taking that risk is necessary to keep the fashion industry afloat. “My team and I are taking as many precautions as we possibly can. I’m doing my bit by carrying my own mascara, lipstick, comb, makeup brushes or pins. I adjust my clothes myself to avoid physical contact with the makeup artist and stylist. It’s not easy to work in these conditions but coordination with the team makes the process smoother,” she said, adding, "The belief that the new normal won't stay forever also helps in dealing with it."
Digital shoots boom
Like everyone else, technology has come to the rescue of the fashion industry, which swiftly adapted to the changes amid the lockdown and tried to make the most of the new normal. Soon after March, Zoom or FaceTime photo shoots and digitally generated fashion content were in vogue, replacing traditional shoots at studios or outdoors.
Fashion photographer Siladitya Dutta, who conducted a few virtual photo shoots during the lockdown, recently had his first fashion shoot at a city hotel after months. Speaking about the transition, he said, “Before the pandemic, we used to meet up with models, makeup artists and stylists to plan the concept of the shoot and outfits. But now, the entire brainstorming has shifted to WhatsApp groups. Initially, I didn’t know how to survive the lockdown. But gradually, I got inspired by international and national photographers as well as celebs and started doing digital shoots with models. However, the magic of shooting at a real location is missing in virtual shoots.”
Rise in digital fashion shows
Launch of new collections and fashion showcases have seen a sea change post the COVID-19 outbreak. Designer Abhishek Dutta, who is working with French visual artist Livia for his spring-summer collection, said, “Recently, Paris Fashion Week showcased their ramp walk digitally. For digital broadcast, ramp walks can take place anywhere. In Paris, they did it on the farmland. Many designers are resorting to 3D and virtual models to showcase their collections. Also, due to the digital connection, more global collaborations are taking place now. My spring-summer collection launch will be digitally showcased simultaneously from India and France.”
Designer duo Soma Bhattacharya and Eshaan, who recently showcased their collection through a photo shoot, are planning to make up for the lockdown losses by launching a more affordable line of collection online. “With the festive season round the corner, many designers are showcasing their collections through digital fashion shows,” said Soma.
Stylist Anupam Chatterjee, who recently shot a national ad campaign with actor Parambrata Chatterjee, said virtual fashion shows can be conducted without much hassles. “All you need to do is book an auditorium and invite bare minimum workforce – a stylist, makeup artist, hairdresser, show director/choreographer, dresser and a photographer/videographer, apart from the models,” said Anupam.
Fash frat ready to sweat it out
Makeup artist duo Rajat-Kaushik are happy to be back at work. “The experience is of course not the same as before. We are going the extra mile to maintain all the safety norms. Wearing PPE suits for long hours makes you sweat profusely and sometimes also causes breathlessness, but we don’t have a choice. We are just glad that the shoots have started again,” said Rajat.
Model Ankita Singh thinks that functioning in the new normal is definitely challenging but taking that risk is necessary to keep the fashion industry afloat. “My team and I are taking as many precautions as we possibly can. I’m doing my bit by carrying my own mascara, lipstick, comb, makeup brushes or pins. I adjust my clothes myself to avoid physical contact with the makeup artist and stylist. It’s not easy to work in these conditions but coordination with the team makes the process smoother,” she said, adding, "The belief that the new normal won't stay forever also helps in dealing with it."
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