Flirting With Indo-Western Sensibilities-

Recently I had the pleasure of working with a client remotely based out of Mumbai, India. Being brought on board for artist development, I was given authority to design a complete rebrand for the forthcoming music campaign (set to release) with the opening of the new year. With the help of my guidance, and some very important fine details about which markets we would need to penetrate, whilst staying true to her Indian heritage - the goal was to incorporate a fun, and youthful approach to an "Indo-Western" style in line with some of the American fashion trends for Spring Summer 2013. (For example - take note to Indian-inspired collections by: Marchesa SS 2013 runwayDiane Von Furstenberg SS 2013 collection, and Furne One (Amato Couture) SS 2013 runway show.)

With an intention to fuse traditional Indian fashion elements with Western inspiration, we went with a goal to transform her image using 3-4 key fashion looks. Following highlights from American Spring Summer 2013 runways, with an unorthodox Indo-Western vision focusing on SS 2013 Indian Fashion Week runway coverage, there were more than enough intriguing style combinations between both cultures varying fashion appeal to expand my ideas into a concrete branding strategy.

Flirting with Indian Fashion is paradigm to inspiration on some of the flirty-est trends of the season. Highlighting Spring 2013 became an easy target. For my client, I chose to direct the attention for the first fashion look, on fine feminine detailing. When I think of her age demographic (15-25) I recognize the importance of the idea of innocent flirtation. With that said, leads me to my goalpost of fusing pastels with florals and some of the softest most sterile innocent of contrast colors: white and creme for her opening look. While, "sparkle" also plays a primary role in ushering attention of an audience, I opted to keep the first look neutral and floral, with some ruffles and draping to play up a sweet yet, commanding style. Sticking with a soft, refined approach slightly bordering a bohemian aesthetic to place her somewhere between Indian tradition and American fashion to identify a Western edge that not only resonates the Asian market, but opens up a wider demographic for her particular genre.

In mastering a presence that works for her, and queuing in line with some of the best trends for the season, my approach is to follow a consistent and consecutive stye that her fans can grow with. So here we are... right on target and just in time for first quarter! 



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