Fashionista Diaries

Often have I wondered about the life of a supermodel, what it must feel like to walk down the ramp and be a runway success!

I have had people ask me what is the purpose of a fashion show? How does it help? what larger purpose does it serve?

A fashion show is the coming together of a lot of creative minds. It is a concoction that involves, stylists, designers, hair dressers, aestheticians, choreographers, event planners, and a great fashion brand that lends its name to the whole show.

It's a lot of hardwork, that showcases established and noveau designers collection or pret line as it is called.

It's a win win situation for all involved. It helps creating equity for all the stakeholders.

You may ask how does it benefit brands and more importantly consumers?

Well, it sets trends, it sets the mood, it sets the theme for the season. Premium brands will use this as inspiration to unveil their product or service range.

Consumers stand to benefit from the latest trends. It puts them on par with the global hot shots and ups their imagery a few notches.

Do I hear you saying, its all make believe, that it is fake? On the surface it may seem so - but scratch the surface and you will realise that this is what defines life, its always a wave/ trend that keeps surfacing in a very cyclical manner. Happiness, Sadness, Craze, Daze, Madness, Soberness - life trends, so why not borrow a leaf into the world of fashion and brands?

A single fashion week, defines hair styles, skin looks, attire statements, the "in" colour, the trending themes - it's amazing how much good it serves.

This is an ode to all the fashionistas out there! Being fashionable is always in and will never go out of style!

Brand Illusions

We live in a make believe world.

A world, which we are constantly trying to run away from. Then, we start creating things, people, events in our lives. A lot of it is simply a figment of our wild imaginations.

That's why fairy tales appeal to us as little children. Then, as we grow up we start idolising stars - singers, performers, movie artistes. Their world seems so bright and colourful. Almost picture perfect.

How many of us can honestly say we haven't dreamt that we are stars ourselves, stepping out of a chauffeur driver limo, getting on the red carpet while the papparzi goes shutterbug crazy.

We watch holiday home, good cholesterol oil ads and imagine that perfect family for ourselves.

We watch skin care communication with perfect diva like skin and imagination runs havoc. Ditto with lovely hair care ads.

A luxury car ad blows your mind away. You imagine yourself at the driver's seat steering that baby through plush terrain. You feel like Richie Rich - in your head.

You have a sip of that energy drink with your imaginary mouth, cut to next instant you are hitting imaginary sixes and fours and winning the Olympics!

Have you ever sashayed down the ramp with your camera ready skin and autograph worthy hair, whilst your dream man is waiting backstage on a white horse to whisk you away to a place where there are angels falling from the sky and unicorns breezily running around?

Yes, you have created all of these worlds, lives and moments a zillion times over and you will continue to do so. You were meant to.

That's what makes communication so powerful. It fuels your imagination, literally. It's very important therefore as brand custodians that we do it with a great sense of responsibility and integrity.

Brands afterall are the realities of mass, masstige or premium illusions:)