FASHION FIX
Internationally, the series of photographs featuring Posh in the ad campaign have evoked extreme reactions from feminist groups, fashion bloggers and buyers at large. “Now girls can grow up worshiping Victoria, aspiring to be seen as a ‘living doll’. Beyond the classic advertising trope of cutting women into pieces, this ad campaign also seems to suck the real life right out of them,” is a quote on blogrunner.com.
This particular photograph of Posh in a feathered fringe with a bow hairdo, her favourite pout in place, and wearing a beige tube dress, revealing a blush pink bra has designer Narendra Kumar crying, “Looks like crap! Nothing looks great on skin and bones; the bag looks like it has been stuck on a hanger. This ad is an antithesis to the ongoing trend of being ‘healthy thin’.”
“I hate it!” exclaims the otherwise judicious-with-words Monisha Jaising. “I don’t believe in promoting women who are negative size. But because the ad is so outrageous, it immediately grabs your attention,” says the designer.
Designer Rohit Gandhi finds the Mika bag “Gorgeous!”, thankfully, the praise stops there. “I think it was a well-designed move to feature Posh. That way, the bag stands out giving room for comparison between the beauty and the beast.”
Models are fatter, thanks to fashion mags
You no longer get to blame fashion magazines for promoting size-zero figures as role models. After years of controversy surrounding models and their weight, the same fashion magazines, once accused of using technology to make models appear thinner, are now doing the opposite, to ward off criticism.
British retouching agencies like The Shoemakers Elves and iWanex Studio reportedly told UK newspapers that magazine editors are now asking for ultra-thin models “to be filled up”, proving that images of extreme thinness are no longer considered “cool”. Case in point before and after pictures of Hollywood star Cameron Diaz used in one of the magazines. In her after picture, her cheeks, bustline, thighs and hips have been filled up.
Can Posh lure the fashion conscious into the purchase?
Bhakti Mehta, 23, Senior executive with a TV channel
Posh looks like a hanger in this ad; she looks ill, anorexic and unappealing. The bag by itself would have made a better ad.
Varsha Raghuram, Senior manager- Merchandise, Mandhana
The bag seems to be weighing her down. But, since I like the bag, I’d buy it irrespective of the ad or model.
Blossom D’souza, Software engineer
After looking at this image, I’d never buy this bag. Her facial expressions and posture suggest that she is weighed down by the bag. It must be very heavy!
New York born Marc Jacobs was awarded the “Design Student of the Year” when he was studying at the Parsons School of Design. He currently holds the position of head designer for the Marc Jacobs label, as well as the diffusion line Marc by Marc Jacobs. He is also the creative director of the prestigious French design house Louis Vuitton. Jacobs is notorious for his peculiar choices when it comes to choosing models for his advertising campaigns. For instance, his Spring 2007 campaign had child actress Dakota Fanning!
Vikram Vijan, gym owner
Everyone will react to the image with a “Ugh!” or a “Yikes!” But whether we admit it or not, we all believe that thin and ugly is better than fat and ugly. As for whether the campaign would help sell the bag, why not? The point of any ad is to grab eyeballs; the reason is immaterial.
Crochet pockets and bold piping used over this sleeveless dress in a yummy colour, makes it an instant attention grabber. Rs 2,400
Goa-based Saviojon has a knack of letting bright sunshine ride pillion, each time he arrives in Mumbai. Characterising ease and attitude, Saviojon’s new collection of separates takes inspiration from a familiar place the laidback spirit of Goa, his hometown. The mood is translated via easy silhouettes; tunics, shift and shirt-dresses in T-shapes for women and children. Details and treatments like shimmer surfacing (he has laminated shimmer over linen), hand-painted ants (“Ants look creepy and weird on clothes. I love it!”), colour blotches, flat-lock and selvedges, industrial fasteners and zippers add that Saviojon spunk to an otherwise straightforward collection.
His kidswear collection is a riot of summery colours with frayed trimmings and crochet to indulge childish inquisition.
Saviojon has given a twist to hackneyed Madras checks to create shift dresses and tunics with sports details using jersey trimmings. Cavalry buttons and zippers add an industrial touch. Rs 4,800
What you see is what you get! That’s Niharika Khan for you in seven words. Her infectious personality extends itself to any endeavour she takes on. This time, it’s jewellery design for her brand Akirahin. After a brief hiatus, Niharika is back with a bang! The 150-odd pieces, including pendants, earrings, rings, hair clips, she has created for the exhibition are bold, quirky yet decadent. “It’s meant for the confident, fearless woman,” she warns.
“This pendant is an extension of my obsession with fantastical figures. This piece, crafted using Aventurina stone, denotes woman power.” Rs 6,075
“My work derives inspiration from nature. This Bumblebee ring is one of my favourite.” Peridot and amethyst have been used to craft this piece. Rs 8,000
At first glance, this pendant might look like a butterfly but Niharika tells you that they’re actually two
two mythological beings welded together with Labradorite stones perched in between. “The two imps are having fun!” she winks. Rs 9,790
What: Launch of new collections by fashion designer Saviojon Fernandes, jewelley designer Niharika Khan and bag designer Nisha Kutty
At: Zoya, the multi-designer boutique
Where: Gulistan, A, ground floor, off Turner Road, D Monte Park Road, Bandra (W)
