Loca Magazine

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Minimal beauty only available at ypbcosmetics.com 5

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Letter from the Editor Welcome to the maiden issue of Loca. Loca- meaning ‘crazy’ in Spanish, is exactly what our magazine represents. With a colourful and fun vibe, we are highlighting how the year 2020 has been a roller coaster ride for everyone. However, the novel virus, COVID-19 has not been easy on anyone, be it fashion, beauty, travel, or lifestyle. But, as change is the only constant, we see how the world has adapted to this new way of life. Loca is a seasonless magazine, and in this edition, we are redefining the norms and questioning the preset patterns. Have digital agencies taken the top tier in the hierarchy of marketing for fashion brands during the Pandemic? Read our cover story for details. Also, check what the make-up Tushita Agarwala has to say about cruelty- free brands in our beauty section. And for the travel enthusiasts out there, engulf yourselves in the feeling of nostalgia through our travel archives. In our lifestyle section, we explore what everyone is thinking but very few are talking about. In #Locarecommends our team tells you what books, movies, and songs will keep you hooked for the month of November. Creating a magazine from scratch has been one of the most challenging but beautiful experiences during this Pandemic. The whole creative process of this edition has been reflective of the sea change in everybody’s creative process. From DIY-ing the sets at home to stealing clothes from parents’ wardrobes, it sure has been fun and a different ball game. Finding the right model during the pandemic and shooting for the cover, was especially challenging and definitely tested our team’s mettle. 10

More than dealing with the creative block we were dealing with the network blocks. While zoom calls were the new board room, convincing everybody in terms of disagreement was a tad more difficult than usual because of the lack of communication in person. Even with a work- from-home situation, the team has created a unique magazine for you. I couldn’t have asked for a more cooperative, hard-working, and enthusiastic lot to work with. I would like to share one funny anecdote about my experience with the team. Two nights before the release of Loca, the entire team was on a Zoom call, and Turvi, our Art Director’s screen was on share with last- minute snips and additions being made. All of a sudden, her screen went blank, the design software hung up and her video stopped- indicative of an impending update. Just when we were wishing that her laptop doesn’t start updating… Lo and behold! The laptop started to update. The whole team waited with bated breath- praying to all the Gods that ever existed. Finally, after twenty tense minutes her laptop switched on, and luckily enough all the changes saved were intact! We all breathed a sigh of relief and thanked Geschke and Warnock (Adobe founders) for blessing us that night and put our heads back in. So, as you go through these occasionally heavy-duty albeit essential topics, we have worked several sleepless nights to make your reading experience light and breezy. We hope to make this maiden attempt as refreshing as the album which goes by the name and rolled out by the Colombian singer-songwriter, Shakira, taken from her seventh album, Sale El Sol (2010). Nazvi Editor-in-Chief 11

L1.uPxruirnikoiunsgBarnadndpsluacrkeinmgaking profits 22 3 3W. iCllloththeepsadnodehmavice cahnaanfgterBlifeeauty Trends? 62 I5s. tAhnex‘iSewtye: aAtppaenrtsso’nCaul lptuarnedaemtriecnd? 134 164D7.iHgiatsalkMeeaprkinegtinhgumaraenstaiknisnigdeo,vberrotuhgehwt onraltdu!re outside? 12

32 2. Go cruelty free 90 4. Fashion brands: Pandemic edition 4 146 6. Custom, couture and corona 170 8. Comfort food tops quarantine life 13

1. Prinking and plucking 22 3 62 No one knows how long the pandemic will last, but they do know the need of maintaining their self-beauty routine. During the quarantine, people have started to reuse old clothes to create new, long-lasting garments. 3. Clothes do have an afterlife As the number of positive 134 cases of COVID-19 rises, negativity spreads across the world, resulting in a new level of anxiety amongst individuals. 5. Anxiety: A personal pandemic Finally, nature breathes 1647. Has keeping humans inside, brought nature outside? 14

32 2. Go cruelty free A lot of people like the Bunny rabbit Instagram post and continue to buy cosmetics that have 90 been tested on rabbits 4. Fashion brands: Pandemic edition What do brands like ASOS, Allen Solly, and an average teenager have in 4 146 commonthesedays? Is it ethical for fashion brands to sell masks at a high price when Corona warriors are saving lives by donating? 6. Custom, couture and corona 170 New and rising comfort food have made it easier for people to get through the pandemic. 8. Comfort food tops quarantine life 15

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Mast Head Editor-in-Chief Nazvi Sub- Editor Raagini Gupta Features Editor Khushi Choudhari Art Director Turvi Agarwal Picture Editor Kamya Gupta 17

THE LOCA TEAM Nazvi Raagini Gupta editor-in-chief sub- Editor Nazvi, the mother of cat(s), Raagini is fond of baking and is a super enthusiastic cooking all the time; she likes person when it comes to try cuisines from all around to fashion styling and the world. Her heart has a photography. Apart from special place for traveling that, she is also a big-time and exploring the unexplored cleanliness freak who can’t places in India. She has a bear the sight of anything keen eye to capture nature’s unorganized. Her love for beauty through her lens. She sunsets and sleep is far manages to bring the best out beyond imagination. If she of everyone. At times we get could, she would spend to see her “Loca” version but hours taking long walks on otherwise, she is fun to the beach with music in her work with. ears. Nazvi’s punctuality, calmness and her leadership skills are what made the Loca ship run tight and smooth. Above all, she is an absolute delight to work with. 18

Khushi Choudhari Kamya Gupta Features Editor Picture Editor Khushi, a sustainability Turvi Agarwal A passionate photographer enthusiast is a key and a visual enthusiast. She believer in environmental Art director has her own way of bringing advocacy. Researching and everyone in and forming the understanding trends give Turvi is the hardworking, family. She is the energy ball her thrills, she is bound to funny, and over of our team, who is creative, know the things you might stressed shadow of the team. determined, and hard have not heard of. She can be She always takes notes, uses working. She’s a fun-loving your worst critic and the best a series of tools to help her person who spreads out her motivator when it comes to stay on top of deadlines. She positive energy around you. work. An avid traveler, she can make a living out of just loves exploring new culture laughing at memes. A highly and crafts of different places. organized individual who is Passionate about learning generally eaten up by her own human experiences and OCD issues. A person who stories, engage her with food generally doesn’t show much and she could listen to you patience, but can spend for hours and comfort you in hours when it comes to layout your bad days. designing. She challenges herself daily and learns new skills that has helped her work better professionally and personally. 19

DIY LOCKDOWNBEAUTY TIPS Lockdown has given everyone a lot of time to maintain skincare routines and with all the use of sanitizers the skin is damaged which needs to be taken care. Here are some tips and tricks to follow during the Quarantine. By: Raagini Gupta 1. START YOUR DAY WITH 2. GET SOME PHYSICAL LEMON AND APPLE CIDER ACTIVITY TO PUMP UP VINEGAR YOUR BODY & MIND Water with lemon & apple Your lockdown beauty tips cider vinegar. Starting your also, require a gentle daily day with lemon water is work out—be it taking the just the way to go. Think of stairs or a brisk walk for yourself as a flower when 20 minutes, or 10 Surya you wake up. You need to be namaskars. This basic watered to come back to life. amount of physical activity Mix it up with this drink too: also maintains mental health Pink Detox Drink: and increases your immunity. 6-7 cups of water Indulging in your favourite 3-5 tablespoons of organic physical activity helps in the raw unfiltered apple cider circulation of antioxidants in vinegar your body, and the burst of 1/2 grapefruit endorphins will give you an Tons (like TONS) of mint added glow that no product leaves can fake. 1-2 tablespoon organic cayenne powder 1 tablespoon organic turmeric powder 20

3. MAINTAIN YOUR CTM 4. MOISTURISE THOSE DRY 5. REDUCE PROCESSED BEAUTY ROUTINE HANDS FOOD A healthy skincare regime We all know how imperative During the lockdown, it’s comprises of three primary it is to wash our hands, easy to fall prey to processed steps—cleansing, toning, especially now to keep the foods that often contain and moisturising. This basic, virus at bay. But, this diligent unhealthy levels of sugar, yet effective routine, starts washing is also leading to sodium and saturated fat. with washing the face with a extreme dry hands. You can While they might taste good, cleanser to remove dirt and prevent these cracks or an indulgence of them leads impurities. It’s then followed chapping on your hands by to serious health issues, along by toning to recoup the using cool water for every with acne and breakouts. natural pH levels of the skin. wash, pat your hands dry with Choose to eat as healthy and Finally, it’s topped up with a a towel, and moisturise with a fresh as possible. Have food moisturiser to keep the skin hand cream or a moisturiser. filled with vitamins, minerals, hydrated for long. and antioxidants. Keeping your mind and body healthy for an outer glow Art by: Raagini Gupta 21

RINKI A PLUCKI 22

BEAUTY ING AND ING The pandemic has made everyone an expert in personal grooming. Be it plucking eyebrows or giving yourself a haircut, people have started doing it themselves. By: Raagini Gupta 23

Wearing Garnier under eye mask to reduce puffiness Manya Sachdeva, 21, a recommend it to everyone on amazon for doing waxing student and beauty influencer because they are so easy to at home without anybody’s from Delhi talks about how use plus, they are so cheap.” help. Adding to this she she has adopted new ways said, “Self-grooming helped of maintaining her self-care Manya shares that the me save a lot of money and routine as it is not possible to amount we used to spend make use of this quarantine go to a salon in the current on our monthly visits to the beneficially. I have started scenario. She says, “I have salon is not worth it because to my own YouTube channel learned so many tips and they use cheap products and where I post about makeup tricks which help me keep sell us at a higher price. She and skincare tips which help up with my routine. I use also recommends using the my viewers in taking care of Veet wax strips and would combo set which is available themselves.” 24

so many things about one. She says, “I have been trying out new methods my body and that it is not to do it myself and I am amazed because the people necessary to get yourself in the salon make it look difficult but it is not.” On this note quoting the waxed every month. I have Esha shares her routine Hindustan Times, in an started loving my body which includes a very article published on August 9, without changing it much. easy step that is CTM, 2020, titled “Celebrating the But maintaining a skincare i.e., cleansing, toning, Simplicity Series: Self-Care routine is very important and moisturizing. For her during a pandemic”, writer and to do so I have opted grooming, she usually Vasudha Rai, stated, “This for home remedies, like milk uses razor and wax strips is the stage when women and honey are really good which she finds easy and realize they need to take for an instant glow, instead of comfortable. She says, “I consistent care of their skin buying facial kits which are never knew I would be able for it to be healthy. “Sun- artificially prepared to get an to do any of this myself but screen is the best self-care instant glow.” now that I can, I feel more confident and comfortable ritual,” Dr. Rajan says. “Just Shivangi mentioned that towards my body and skin.” four years of the regular doing home remedies gives a application shows clear anti- slow result but it has a much Quoting the Times of India, aging benefits.” longer effect in comparison in an article published on August 22, 2020, titled, “how to all those facial packs. She to take care of your skin during a pandemic”, writer Similarly, Shivangi Srivastava, feels that the pandemic has timesofindia.com, stated, 30, a home-maker who lives taught her many ways in “Serums are one of the most in Bhopal also says that “I which she can take care of important skincare products have a lot of time to spend on herself as well as her family. you can use. Topical Vitamin skincare and self-grooming “I have been following beauty C prevents free radical during the quarantine. Not routines for a very long damage while brightening being able to step out of time but the pandemic has the skin. An oral antioxidant the house has led to many disturbed it all”, says Esha with the goodness of changes in my beauty routine. Awachar, 25, Mumbai based vitamins and minerals goes I have learned how to pluck Air-hostess. Being an a long way in protecting and my brows, wax my legs and airhostess, Esha has to keep revitalizing the skin.” arms.” According to Shivangi herself well maintained. She coping with all these changes has to maintain a very strict was difficult in the beginning beauty as well as skincare but gradually she has routine but because of the managed to keep up with her whole pandemic situation she grooming needs. has not been able to maintain Shivangi continues, “Taking care of myself has also taught 25

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Using the Nykaa facial oil for hydration Muse: Sanya Bhardwaj 27

Styling and photography by: Raagini Gupta Muse: Pooja Malik 28

Niharika also shares that she and her husband spend their Sundays doing skincare treatment for one another. we’ve found the time to take “Because why should girls care of our skin and health. have all the fun.”, says As most of us are home right Niharika. now, self-care can be of “To my surprise, I have been utmost priority. It is as if the giving haircuts too for my plane hits turbulence and the husband. Since this is a very oxygen masks come down, tough time, I try to divert place a mask on yourself first myself and keep trying new before turning to help others. tips and tricks to get rid of all This is critical. If we don’t, my skin problems.” we may not be able to help The quarantine time has been anyone. tough for everyone. But, one of the few positives that came out of it has been the fact that 29

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GO C R U E LT Y FREE A lot of people like the Bunny rabbit Instagram post and still continue to buy cosmetics that have been tested on rabbits. By: Turvi Agarwal 32

Styling and photography by: Nazvi BEAUTY Art by: Turvi Agarwal Muse: Flt Lt Naaz When was the last time, you checked, if the brand you’re using is cruelty-free? Before going any further, to get you completely acquainted with the term, cruelty-free makeup brands are cosmetic companies who don’t test their products on animals in any way, nor do they harm or kill any animal in the process of testing individual ingredients on them. We are all so crazy about cosmetic companies like MAC, Bobbi Brown, and even Chanel. Well, let’s say ‘No more.’ These companies have been shunned for practicing animal testing. Instead, let’s idealize our very own Sonam Kapoor and Jacqueline Fernandez, and choose brands like Fenty, Nyx, and Lush for they are certified cruelty-free. 33

Art by: Turvi Agarwal 34

Now, to address the elephant makeup. To those, I’d say focus grief, “If you’re not already, in the room, do they really on quality than quantity. It’s perhaps now you will stop apply toxic ingredients on better to save up and get one purchasing animal-tested animals intentionally? Yes! good cruelty-free foundation cosmetics. Get conscious They do put lipsticks on than have three that aren’t too about the brands you support, monkeys or maybe toxic great and is unethical.” every single one of us matters topicals on rabbits being so take your time, but start absolutely awake to the fact When it comes to supporting somewhere.” that it may end up in a life- a cause, it’s important to threatening rash. If you think know the explanations for its ‘Improving’ yourself comes at about it, it also means those existence. Bhavna Agarwal, a high moral cost and at some cosmetic companies are a 27-year-old Kolkata based, point, we’ve all contributed infiltrating harmful chemicals leather brand owner and to animal testing whether it’s to the environment and a believer of animal rights for cosmetics or medicines. indirectly, you! protection says, “It is inhumane However, since it’s only a to simply use other living money game, why support the Thankfully, there are creatures just for the benefit of brands that know they’re under alternatives to such brands. yet another living being”. She the animal cruelty spotlight Brands like Biotique, The Body further exclaims, “Although, but do nothing about it? The Shop, Too Faced and many I understand up to an extent money you give them goes such brands are certified when it’s being used for towards these horrific tests, cruelty-free. ‘Leaping Bunny’ medicines or other necessary so at the end of the day, their and ‘Beauty Without Bunnies’ products, but for products brand name is intact, animals are a few certifications you can like cosmetics and makeup, die and the consumers of look for on the labels to make humans can find a more such brands might be guilty sure you’re not guilty of what morally correct option to this”. for it. In the words of J. Cole – you are using. “choose wisely!”. There is no There is pain, permanent point in developing anything “Sure, awareness about damage and sometimes even at the cost of exploiting and cruelty-free brands is death involved when these abusing animals. Not only is building but we still have tests are administered, not to it important to create a 100% a long way to go”, Tushita mention the kinds of people cruelty-free brand, but to Agarwala, a 24-year-old working there who might even also, channelize a very clear Kolkata based stylist in the get a sadistic pleasure out of message to both consumers industry elaborates further. torturing an animal (it’s called and companies out there: She says, “The customers zoosadism). When talked about testing on animals in the generally, focus on just the the significance of cruelty-free name of beauty is cruel and well-established brands and brands, Tushita exclaims with unnecessary. don’t look beyond. So, I think that’s where awareness of the cause’s significance comes in”. Arushi Sharma, a 20-year- old, Delhi based, social media influencer believes it’s very important for the long run to support cruelty-free brands. Arushi says, “For me quality comes above price, I understand not a lot of people prefer spending a bomb on 35

Fur-endly The Body Shop Products Nykaa Pioneering the cruelty-free cause The Body Shop is known for theirBiotique natural ingredients and fragrant Kama Ayurveda products. They are cruelty-free, 100% vegetarian and Leaping Bunny certified. The only drawback is that itForest Essential is a bit expensive to keep re-buying. They sell a ton of different lipsticks (matte, creamy, paintstix, crayon..) and several different wearable shades, eyeliner pencils and liquid eyeliners (7 shades), foundation, compact and many types of nail polish. Their specialty products include Nykaa BuffMaster Silicone Makeup Brush Cleaner and the Nykaa Trousseau Box. Combining 5000-year-old Ayurveda with modern Swiss biotechnology, this brand is one of the oldest cosmetic brands in India. Biotique uses only 100% organic and pure, preservative-free ingredients packaged in eco-friendly materials and no animal testing. Kama Ayurveda, with beautiful packaging and their products have been recognized by large beauty and lifestyle publications. They use high quality natural and organic ingredients, no fragrance, or other harmful additives and no animal testing. They sell mother care and baby products as well. Specialty products include organic hair dyes and pre-post natal treatment oil. “If you cannot eat it, do not use it on your skin” A brand that knows beauty and packaging, Forest Essentials is without a doubt the most luxurious of all natural beauty experiences. Their products are handmade with seasonal formulations, organic cold pressed oils, herbs and pure essential oils. 36

Makeup, styling and photography: Turvi Agarwal Muse: Ria Mishra 37

EYES: The new canvas The pandemic has unleashed a new set of opportunities for individuals to make them strive to be creative and look for ways to entertain and keep themselves mentally healthy even when staying indoors. Makeup has been one of them. By: Kamya Gupta 38

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While lipsticks have taken a Quarantine has limited many step back since masks have people’s horizons, but it has become essential, eyes have invited creativity to an artist’s become the highlight to doorstep. Eye makeup has express a person’s personality given a new meaning to through makeup. As bold makeup as artists develop eyes express individuality, new, powerful, and expressive nude palettes whisper looks. sophistication. Mascara, eyeliner, eyebrow makeup, false eyelashes, and eye shadows have taken center stage to create new and unique masterpieces. 41

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Makeup, styling and photography by: Kamya Gupta 43

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PIMP MY Artists who are leaving SNEAKS their footprint By: Nazvi Steven Piantoni (@piantoni7) Art work by Steven Piantoni Steven Piantoni has always had an interest in sneakers and has worked as a footwear designer for a short time. The original catalyst for his sneaker art was an Instagram competition, in which they had to create an image of what the Air Max meant to them. He was lucky enough to be one of the three winners and went to the Air Max sneaker ball in Paris. He has over 70 pieces in her web-store. On an average, it takes about 4 to 5 hours to complete a design. He always tends to show the side profile view of the sneakers he makes. The reason behind this is that the silhouette is the trademark of his work. His biggest project was with Reebok which was launched in 2015. 46

Christopher LIFESTYLE Mineses (@cmineses_ Art work by Christopher Miness designs) Christopher Mineses loved sneakers as a kid. He loved the culture of the sneaker world. Being a visual person, he saw sneakers as being wearable pieces of art. Unfortunately, he didn’t have the money to buy all the sneakers he wanted until he was older. So, his way of being a part of the culture was to create art inspired by them. Today, he can afford the sneakers he wants but continues to honour the culture with his art. He works on sneaker art every day and has almost more than 100 designs to date. He likes to take his time while working on the sneakers, sometimes he takes a day, sometimes a week, depending on the project. The piece of art he creates are mostly two dimensional, flat art. The reason being that, he finds this style to be way more dynamic and interesting to look at rather than realistic, representational pieces. 47

Stephanie Morris (@stephfmorris) Art work by Stephanie Morris Stephanie Morris has always liked sneakers since she was a little kid. She would always save up pocket money to buy a pair that she thought was cool – which back then was probably a pair of Reebok Classics. Since then she has always been attached to sneakers. She wanted a piece of sneaker art that she could put up on her bedroom wall – so that’s how she began. Stephanie has produced over 23 pieces over the past year. It takes her an average of 15 to 20 hours per piece, sometimes even more. Her first proper gig with Reebok, when they launched Reebok Pastels, and the results were pretty cool! 48

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Has GEN-Z settled forcomfort-wear? 50