Loca Magazine

FASHION While the pandemic continues to exist, the youth in 2020 has entered Pyjamaland, and it seems like they are not ready to get out. By: Kamya Gupta 51

Zoom and Chill 52

Coronavirus has certainly pushed people into a new state of comfort in their homes, which they always wished for but never thought could happen. Social distancing and working from home have shifted requirements for categories such as workwear and clubbing attire, to clothes suitable for life in the house. The importance of comfort and functional details has become an integral aspect of clothing that several other brands are starting to flag. “When I scroll through ZARA’s app, all I’m looking for are joggers, loose t-shirts, and everything similar to that. More than comfort, it’s about being practical, because I know I’m not stepping out, even if I am it’s going to be for essential work, then what’s the point of buying their latest sequin top?” says Bhakti Kalidhar, 21, a student at Delhi University. The difference between luxury and basic sleepwear has now become more transparent as consumers explore their options in comfort wear in which they can work or chill- in all day long. The world is hostile in new ways now, and, instead of sharp edges, we’re settling into an altogether more protective and cushioned aesthetic – and brands are coddling us accordingly. Several existing brands have come up with a separate comfort-wear collection to fit in this new normal. 53

“The pandemic has made people rearrange their closet into a more comfortable one. I would want my brand to suit my customer’s comfort. Which is why I came up with a separate loungewear collection designed to be worn outside and at home.” shares Sagrika Grover, 25, a fashion designer and owner of Essgee. The lines between day and night, work and relax, stay in or go out have completely blurred in 2020. A loose top and pair of baggy pants can now be counted as a birthday outfit! Times are changing, and so is fashion. 54

Makeup, styling and photography by: Kamya Gupta Muse: Mehak Gupta 55

Styling and photography by: Turvi Agarwal Muse: Bhavna 56

Is “Influencer” FASHION becoming a new word for Instagrammer? While this might be the actual demise of influencers, it does Influencers, a vague and look like they ought to influencers might already be happening. Engagement with somewhat unappealing name reconsider their strategy, influencer posts on Instagram because their followers is near an all-time low. Aimen for individuals who create a living through digital channels, are clearly over it. posting semi-aspirational, By: Turvi Agarwal Tamboowala, a 21-year-old, typically sponsored content Pune based content creator to platforms like YouTube (@aims.1999) says, “Your and Instagram, are easy to hate. And the audience stays engaged with you till you platforms on which they publish streamline show them new fun and original content. If opportunities for the amplification of that they receive content that is similar or copied hate. With every post, each supposedly from other sources their purpose of following candid selfie, they place lives on display. They you is somewhere lost. Without original are the reality stars of the internet. content slowly and eventually you will start to lose the reach from your audience.” The definition of “influencer” has become more and more convoluted as time goes on. The whole point of influencer marketing was Even now, everyday people are commencing supposed to be authenticity. People who question the validity of the influencers they consumers could trust, who would share stuff already follow. Upasana Sarangi, a 20-year- they genuinely used and liked, rather than old, Bangalore based content writer says, “If featuring paid endorsements. “It’s important we talk about authenticity in social media to identify someone’s content and quality again lines are blurred because influencers of content before judging by the number of work on these fashion trends, which is again followers. I can have 25k followers but my following the “bandwagon”, but apparently it reach and engagement can only bring in 2000 doesn’t count as following someone else. But people whereas someone with 5k followers at the end of the day, doesn’t it?” might have a better engagement with all their followers. It should be about the quality When Instagram announced earlier this content and engagement you create rather year that it was entertaining the idea of than the number of followers”, says Karishma, removing “likes” many wondered if it would a 20-year-old, Mumbai based digital creator be the end for influencers. The downfall of (@karishma.diwan.projects) 57

When asked about if the for the audience has lost word “Influencers” is being its meaning in this whole taken lightly in the current game show of “influencer” scenario, Upasana says, “Yes. “personal blog” “fashion A big bold yes. How many blogger” etc.” people who call themselves influencers can even define Instagram pages like Diet influencers if asked? They Prada and Diet Sabya have need to be asked if they can been known to call out on talk about what is their niche, such people. Over the past what kind of products are few months, we could see a they looking to be a face-off, sudden rise in influencers due or do they want to influence to the pandemic. Along with “Influenzas” in terms of marketing or that we could also see very use their own content.” similar content on every page Nowadays, one out of ten like “How to wear a shirt in people call themselves an five different ways” or “How Instagram influencer. Aimen to wear a scarf as a top”. says, “Cannot deny that every In today’s world of instant next-door person had now updates, consumers tend to become an influencer. From buy into influencers’ advice 13-year-olds flaunting their primarily due to the trust new boyfriends to 35-year-old factor, but with innumerable moms revealing their baby’s brands fighting for attention, diets. The real meaning of credibility runs the risk of being an influential icon taking the backseat. 58

Art by: Turvi Agarwal 59

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Makeup, styling and photography by: Kamya Gupta Muse: Mehak Gupta 61

CLAOFTHTESEDRO-HLAVIEFAEN As the fashion industry grapples with how to keep old clothes out of landfills, finding ways to scale long- standing upcycling initiatives offers one near-term solution. During the quarantine, people have started to reuse old clothes to create new, long- lasting garments. By: Raagini Gupta 62

FASHION Art by: Raagini Gupta 63

Art by: Raagini Gupta Gunjan Kapoor, 23, Fashion Designer from Delhi says, “Quarantine has given me immense time to explore my 64 capabilities.” She used to own her boutique, due to the whole pandemic, she had to shut it down. No new events were taking place therefore her customers stopped giving orders for new garments. But this didn’t stop her from doing what she loved and that is creating new clothes. She said, “I asked myself why not create new clothes by using old clothes, this way the I am taking a step towards reducing pollution and continuing to follow my passion.” “I have received so many orders since the day I posted about upcycling and reusing old garments to create something new out of them”, says Gunjan. According to her creating new clothes out of old clothes is much more fun than making a garment from a piece of cloth. She shares, “Up till now I have created bell-bottom pants using old denim jeans, made a complete Co-Ord set using old bedsheets. Many other garments are still under process. The customers have started sending in old fabrics or clothes and love the new outcome of it.” For Gunjan, this quarantine has been useful and she got to know more about her capabilities. “The global pandemic led to quarantine, hence to keep myself occupied and to get rid of this boredom I started making baby clothes using my father’s old shirt and my mother’s old suits”, says Sarita Singh, 21, Student from Delhi NCR. She shared that not being able to go out makes her anxious because she loved to go out and socialize. Therefore, along with taking her online classes, she thought of making new garments by reusing the old ones.

“ I have used old curtains and turned them into cushion covers, in this way the old curtains are put to use and I got new ”cushion covers too. 65

“Making new clothes and upcycling bandwagon. seeing little kids happy gives me immense joy. This activity She makes customized keeps me away from all the masks for her customers by stress-anxiety and in this way, either stitching the initials I make some pocket money of their name or by making for myself”, says Sarita. She motifs according to their likes to make baby clothes preference. Other than masks such as sleeper sets, beanies, and table cloth, she also tries socks, and leggings. and makes skirts by doing patchwork. For her, this has She said that the day she been a great way to consume shared her idea with her her time and turn it into family they showed so much something useful. support and helped her She suggests that people give it a start; this way all of should try and switch to using them spend so much time the technique of upcycling or together and in a way, all reuse because this leads to a this work helped in reducing decrease in industrial waste the industrial pollution that and an increase in the shelf is generated on a very large life of the already existing scale. For Sarita, it has been garment. a great success and a great step towards protecting the The Upcycling of clothes environment. stops adding stuff to a world that is already overwhelmed Vibhuti Bansal, 24, a student with material things. The from Delhi says, “I have quarantine has made people started making masks and realize the urgent need to table runners using old take care of mother Earth, fabrics. I was self-quarantined this led to the reusing and for 14 days because I had upcycling of clothes. If symptoms of Covid-19 and everything that was going during that period I read into the ocean was food for about upcycling and reusing; fish instead of dangerous I realized I have so much pollution, and if everything time to spare and hence I that went into the landfill started making masks and was a big compost pile, think table runners.” She says that how amazing that would the demand for masks is at be. if you’re growing in the its peak and she feels the right way, you’re adding to need to reduce the pollution the Mother Earth. We must generated by the industries. encourage the use of an Therefore, she took this upcycle and create new initiative of joining the clothes. 66

Sarita Singh shares some tips and tricks that we can also use different cushion covers and stitch them into a patchwork to form a table cover. Scan the QR code to get the best upcycled clothing Art by: Raagini Gupta 67

THRIFT AND THRIVIN Industry leaders are declaring the death of Luxury Brands as we know it. The Pandemic will be a watershed in the history of mankind. Like every other domain, the rules of fashion will be rewritten too. By: Turvi Agarwal 68

ING FASHION NG 69

Pre-loved, the new must haves 70

If you’re a Louis Vuitton, The bubble was going a Burberry or TAG Heuer, to burst anyway, and the it’s time to mine for new pandemic will make sure it customers. A shake-out in does. We can expect luxury the luxury retail industry brands to go slow on new can be expected. So are launches, start scaling down bankruptcies from luxury operations, and shutting brands. For years, a lot of stores. A very high probability luxury brands have defended is that a drastic reduction in their overreliance on physical prices will take place, which stores with the claim that means high street brands may they provide experiences just become more affordable for their customers. But few to the masses. For starters, top brands excel at creating durable, useful products that memorable experiences. serve multipurpose are going From high-end to high street to be drivers of value. Fabric fashion there are already innovation with heightened visible signs of distress, as awareness around hygiene, wealthy consumers stop health & wellness is being traveling and shopping. In an introduced. There are going article in McKinsey, published to be developments in anti- on April 1, 2020, titled “A microbial, anti-pollution & perspective for the luxury self-cleaning properties in goods industry during-and- clothes. Lifestyle changes, after coronavirus”, statistics such as work from home show that “Sales for this becoming a norm, will lead year’s spring season are as to faster shifts in the way much as 70 percent lower we dress. Loungewear & than last year.” Comfort wear is going to be popularised, whereas tailoring or formalwear is going to be de-risked. 71

Quoting the Coveteur, in an article published on August 31, 2020, titled “Fashion After Pandemic”, Laura Mclaws Helms, a bonafide historian, exclaimed, “You’re reorienting your whole life; so, clothes, especially fashion in terms of trends, becomes less important.” In conversation with Sanskruti Borgaonka about the future of fashion, the 20-year- old, Mumbai based, Urban Flip Thrift Store owner says, “The fashion industry is already in the process of significant transformation. Coronavirus has become a catalyst for truly seismic change, including the fashion industry. Retailers are scrambling to get a handle on these new habits and a long-term shift in the types of clothing people will be willing to buy. The pandemic has given a new perspective on consumer habits, and the focus is diverting towards protection or comfort.” 72

With both ‘luxury’ and ‘fast fashion’ known to be a considerable contributor to global greenhouse gasses, water, and air pollution, combined with poor working conditions, we are seeing a conscious effort by many people to change their fashion habits. These changes include a ‘less is more’ strategy, buying second hand, opting for natural fibres, and researching brand practices, often cajoling them to share the manufacturing process and provenance. Hence, Recycling is now fashionable. “I think it’s wise to move towards more sustainable fashion and away from the realm of mindless luxury”, says Disha Pai, a 21-year old founder of the Bangalore based Phirki.in, a thrift store. Revamp your wardrobe with thrifted treasures, guilt free 73

THR Using ‘deadstock’, the The fact that we are even leftovers from clothes discussing this in a fashion manufacturing, to create article suggests sustainability something new isn’t just is becoming a priority in environmentally sound, it’s a post-pandemic world. surprisingly inspiring. Brands Sanskruti says, “Sustainability that use deadstock in their is very important in this designs are increasingly on climate, but at the same the radars of consumers, who time it can be perceived appreciate the idea of saving as a very elitist concept. waste fabric from landfills. Sustainable fashion, most Shruti Jena, a 20-year-old of the time is expensive and founder of Classy Click, a out-of-reach for loads of store for preloved handbags, consumers. It isn’t feasible based in Bhubaneswar, says, for everyone to completely “I think the pandemic has cut out fast fashion, but the humbled us all a lot. It’s a least we can do to do our bit huge change. The generation is to recycle/upcycle or thrift. now believes in sustainability This increases a product’s so recycling and upcycling is shelf life and at the same just a step forward to it.” time eliminates waste in the process.” 74

RIFT Even designers have started making thrifting trendy, incorporating sustainability thrifting today is both a into the luxury goods, as popular and convenient young luxury consumers have method of sourcing new & been increasingly interested unique fashion items ethically. in social and environmental “I think thrifting has become issues. Sanskruti adds, a massive catalyst for change “With a growing need in the industry. As consumers for sustainability, I think become increasingly designers will focus on environmentally conscious, the front end to meet consumers’ shopping habits the growing demand for and requirements are shifting. sustainable fashion and more Consumers are also looking environmentally and socially at alternative routes to fulfill responsible industry.” their fashion needs without leaving a carbon footprint, Thrifting is the answer to all and at the same time not of this. With social media spending a fortune. It’s influencers and celebrities become more than a trend and I think it’s here to stay.”, says Sanskruti. 75

Styling and photography by: Nazvi Muse: Flt Lt Naaz 76

T When it comes to sustainable H fashion, thrifting and R upcycling can be very I impactful. In conversation V with Anshuman Chakravarty E about the same, the 21-year- old Paradime Thrift co- owner exclaims, “In terms of spreading awareness, immensely impactful. People love a good bargain and hence they grow to love thrifting. It’s almost addictive. Once they’re on the bus, they also end up learning about sustainable fashion, call it killing two birds with one stone.” Long gone is the need to conform to a stereotype, or compete with others. The fashion most prominent currently is an eclectic mix of second-hand clothes. “The beauty of thrifting is that it brings you items from these luxury brands and other reputed brands as well. You get the brand value and the ‘tag-value’ you’re looking for, at throwaway prices. So, you get to have your cake and eat it too”, says Anshuman. Let’s avoid the pretence that it’s ‘vintage’ and be realistic, combined with fast fashion which is naturally, ethically sourced to create a look. A look that’s unique to a persona and voice, occasionally punctuated with luxury brand items to complete the style. As Vogue’s Anna Wintour, perhaps global fashion’s most powerful voice, said: “There’s no way we’re going back to the way things were.” 77

Phirki.in Flip It - Crop top Price - ₹430 78

UrbanFlip Thrift Store Paradime Thrift White Peplum Top Brand: Zara Tie dye T-shirt’s can now also be done with custom prints! Condition: Worn Once Price: INR 550 + Shipping 79

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Art by: Khushi Choudhari 82

FASHION The pandemic has become a humanitarian crisis, but the fast fashion industry’s functioning is to blame for the poor condition of the wage workers. By: Khushi Choudhari 83

According to the Clean founder - Fashion Sapling making of fast fashion as the Clothes Campaign’s (garment (sustainable fashion forum) clothes display. industry’s largest alliance based in Mumbai. of labour unions and non- For the fashion industry governmental organizations) Fast fashion is the greatest to sustain in the long haul, report collated in August foe of the fashion industry, the environment, economy, 2020, garment workers slowly depleting it of and people need to be around the world are owed its charm, creativity, and prioritised and cared for. between 3.19 billion and essence. It is the term used “Consumers only see the final 5.78 billion USD in wages to describe clothing designs, product and for a few people, for just the first three that move quickly off the sustainability is limited months of the pandemic catwalk to the stores, to to environmental concerns. (March-May) because of meet new trends. To make They don’t know how the forced shutdown of the it affordable, the workers the workers live, how do manufacturing industries. are exploited and laboured they make clothes, or how for hours without being much they are paid for “The pandemic has had paid the bare minimum. The it,” said Himangi Singh, grave effects on the fashion production process and community and events industry as a whole. The quality of the product are co-ordinator, SUSS (online impact of Fast fashion is provided an insignificant community Sustainable Style extremely tragic and vast,” amount of care. There is Speak) and a worker’s said Jasmine Walia, 25, Co- nothing glamorous about the rights advocate. 84

Art by: Khushi Choudhari 85

Himangi enlightened us on garment industry are women. and consumption of clothes. It the fact that most of the Most of these woman work emphasizes the art of making production takes place, in long hours without contracts clothes and celebrates the Southeast Asia, where a large and are often subjected skills of the craftspeople that population aids cheap labour. to sexual abuses and make them. It encourages According to The Economic harassment. slower production Times article dated 9th April schedules, fair wages, lower 2020, India’s garment industry These workers are carbon footprints. is among the world’s biggest underprivileged and do not for manufacturing and export, have the power to bargain employing 12.9 million people with employers. They need in formal factory settings, money to meet their ends. If and millions more indirectly they raise their voice, in informal, home-based employers can easily find settings. a replacement for them. Retailers also do not own Research by the University these manufacturing factories of California, Berkeley found making it’s easy for them that women and girls from to shift their production where the most marginalised it’s cheaper. communities toiled for as little as 11 paise an hour in homes “Pandemic proved to be across India. Child labour and an avenue where garment forced labour were rife and manufacturers could be wages regularly suppressed. exploited more by being (courtesy of Guardian News & refused work and payment in Media Ltd) the promised time. Garment workers usually work on One such incident that a contract and have zero highlights the plight of job security,” said Jasmine. workers is the Delhi fires She highlighted that, due to on 8th December 2019 at a the loss in sales in the first factory in the Anaj Mandi area and second quarters, new of north Delhi. According to production has been at a halt the Firstpost article ‘Delhi due to which there was a factory fires kills 43 in Anaj major loss in employment. But Mandi, most asphyxiate; situations are likely to improve building owner, manager in the coming few months and arrested’ dated 8th December there is hope that the workers 2019, 43 people died and who lost their jobs, gain their around 100 were injured in a livelihood back. four-storey building housing illegal manufacturing The pandemic underlined units. The building did not the lack of security that the have a fire clearance, and workers possess. “Slow no fire safety equipment fashion questions the labour was found installed on the policies and brings about premises. a strategic and systematic According to the infographic change in the system,” said by globalfundforwoman.org, Jasmine. Slow fashion is the 75% of the workers in the mindful production 86

Women wage workers suffering abuses due to monetary pressure Art by: Khushi Choudhari 87

Image source: Pinterest A nagging concern that major to be as involved in avoiding retailers bring to the table is the exploitation of the 88 that there are more workers workers. employed in a fast fashion state. Himangi argued, “If “To ensure the wellbeing of the quality of life of the wage workers, stricter labour workers is bad, you cannot laws need to be put in place call it real employment. They and implemented. This will are just figures. If you’re not just ensure that labourer’s employing three people rights are protected, but also with the combined wages of take care of their holistic what should be given to one growth,” said Charu Bakshi, person, what’s the point of 24, Co-founder - Fashion excess employment?” Sapling (sustainable fashion Slow fashion is the need forum). of the hour, but it is only achievable as a shared Even though slow fashion responsibility. Consumer’s is integral for the fashion choice shouldn’t be industry to sustain its determined by societal workers, we cannot discount expectations but with the demographics and socio- empathy towards the system. economic factors Fashion norms need to that aid it. Creating be questioned. A company awareness and questioning needs to do the bare the process of manufacturing minimum and be transparent will nudge the big fashion about their production giants to take any action. process. The government has

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BRFAASNH What do brands like ASOS, PANDteenager have in co EDITIO 90

NHDISON FASHION Allen Solly and an average DEMICommon these days? ON By: Nazvi 91

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5 months, 161 days, 9660 Brands like Louis Phillip, hours, 579600 minutes since Allen Solly, Peter England and Van Heusen have also the pandemic, the world upped their game, keeping has evolved substantially since the first second. With up with their customers. From Scotch and Soda to COVID taking over our ASOS, the way they have lives, everything has been presented fashion during COVID time has grabbed a on a pause, everything lot of eyeballs. A lot of fitness except social media. The brands like Lulu and Wildcraft role of social media has have increased their social exponentially grown over the media engagement in a very last few years and especially dramatic manner. Despite during COVID. According to an article by Blog.hootsuit, COVID, their creativity 3.96 billion people, that is has unleashed within the about 51% of the world’s total familiarity of their population, now use own space. social media. 93

Brands, artists and individuals taken only a few days for definitely a good time for any are focusing on and investing brands and digital creators brand to work on establishing in their social media presence to get a hang of the new a social presence. Keeping now more than ever before. normal. Therefore, once they in mind that most of the The new normal does come recovered from the initial shopping this year is going with its limitations of social shock, they took advantage to be online, having a good distancing, no travel, events of social media to reach, social media presence is a or fashion shows- which gives encourage & entertain their must. Specifically talking way to a different means of audience & create value. about fashion brands, connecting with people and The consumer being on the we are now entering the audiences through digital receiving end has interacted festive season. This year platforms. This has definitely more than ever and hence we might not have huge led to brands conducting the overall usage of social celebrations but small and online events, from media has increased. Akriti intimate gatherings will play performances to launching Khurana, 24, a freelance a significant role. Using this collections, conferences or graphic designer based time to create & polish online even zoom parties to touring in London says, “There is presence, build an engaging online where people from all more viewership and more community of customers and over the world can log in and screen time being dedicated leads will help brands start find their own interests. Our to Instagram; along with afresh, making the most of new adapted future amplifies more content-based apps the current situation. Being and creates possibilities like TikTok, YouTube, Netflix, digitally sound has become with a “Be local, go global,” Disney+.” She feels, given more mandatory than it has scenario. that a lot of people now ever been before. work from home, or are Retail concept stores like furloughed/laid off work due 10 Corso Como are shutting to the pandemic, social media down due to no footfall, low use is an obvious way to engagement and higher kill time. leases, and online stores Instagram, being an impulse /e-commerce has become and visual driven application, the new alternative towards a has an important place in low-cost solution. a brand’s to-do lists. It is The increase in the usage of social media since the lockdown is because- one, people simply have more time. To put this time to use, some have been using the digital space to communicate with others, to learn something new, to shop, or just to keep themselves entertained. Second, it has 94

Digital agencies are fashion brand’s new bestfriend 95

With an increase in a brand’s online in different forms. social media presence, their Simran feels that, creating an focus has shifted from stores online platform for brands, to online stores. Driven by strategically positioning/ COVID impact, it has now repositioning brand assets, become a necessity to invest structuring backend and on getting their websites frontline marketing, studying and social media feeds to a online customer behavior and superior quality than they improvising digital strategies used to be earlier, which are some of the things was not a key focus area for agencies do for brands.” many brands. Farida, COO of Louis Phillipe and head Many fashion brands are of marketing council for actually taking out time to Madhura Fashion Limited, connect with their customers/ based in Bangalore, says, potential customers, as now “Younger fashion brands they have realized it’s not which have been driven by just about the product and Myntra, Amazon, Flipkart, the price but also the whole Ajio are driven by online story that they need to tell behaviour which is currently about their brand. Brands no on an upswing.” According longer want just customers to Farida, consumers are they want a tribe - a loyal getting more comfortable tribe. Priyanka Ella Lorena with fashion brands being Lama, 29, Founder & Creative communicated through Director of P.E.L.L.A, based digital media. This leads to in Bangalore, says, “There better content creation, visual has never been a better time appeal, which is all a bit of a when it comes to networking challenge during COVID and and connecting resources. requires a lot more digital COVID-19 has brought the expertise. huge trade fairs online on a virtual experience zone This is where digital agencies where customers can browse play their part. They provide products, interact with brands structure and prepare and make their purchase brands to adapt to different decisions. At the same time circumstances with efficiency. just like in a physical event, Of course, all this and the several webinars would be additional advantage of going on simultaneously anytime-anywhere services where the customers can that help carry on activities log in and attend any of their without time & location preferred meet-up.” being a problem. Simran, 23, digital marketing strategist at Rawr Digital Agency, based in Delhi, says, “As of today, we are more dependent on digital media than ever. Everything we eat, drink, wear and read is available 96

Art by: Nazvi 97

Makeup and photography by: Kamya Gupta Styling by: Nazvi Muse: Aashna Sehgal 98

The pandemic has, in a way, blurred physical limitations of regions. As of now, everything has almost the same level of accessibility, through delivery systems. This means that the market can be democratized and now any product can reach any consumer, irrespective of geography. The digital space is already a decentralized channel of distribution; so, it makes sense that a majority of our shopping is now online. It’s not new, but with the need of the hour, its value is definitely on the rise. And of course, with the whole world going digital and the very manner in which it is revolutionary, social media is connecting the world like a web, literally. So, getting back to the question at hand: What do brands like ASOS, Allen Solly, and an average teenager have in common these days? The answer is copious amounts of social media. 99

1. Kaleekal, 32, Founder and Creative Director of KALEEKAL, based in Kozhikode. Torani had done a campaign during pandemic where you could pre order or pay certain amount of money in advance against promise of goods in the future. The fund was to help their karigars and employees during the sudden shortage of cash inflow. 2. Simran, 23, digital marketing strategist at Rawr Digital Agency, based in Delhi. The campaign called “Conscious is cool” by Vajor is one of my favorites. It’s an organic, eco-friendly, body-friendly brand promoting sustainable couture and local craft community. 3. Riya Cherada, 23, Creative Director of Titimo, based in Dubai Gucci’s Fall 2020 campaign was interesting campaign one, where Alessandro Michele instructed the models to inhibit the looks in their daily lives from the comfort of their own, intimate spaces and record themselves doing so. The campaign was made of self portraits of the models where they were their own creative directors. 4. Priyanka Ella Lorena Lama, 29, Founder & Creative Director of P.E.L.L.A, based in Bangalore The Italian fashion house, Fendi debuted its first global image campaign in celebration of the framed Peekaboo bag. They had actress and producer, Zoey Deutch to personify the handbag’s jovial character and build anticipation for the release of the newest model. 100