Issue 01 | JUNE 2019
AIME BOLD AND SEXY
YOUNG EMERGING TALENT DIPALI LATH
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CO N T E N T S
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EDITOR’S NOTE
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THECOLOUR INFLUENCE
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CONCEPT
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IS IT COLOURS OR YOU?
WHY PRIMARY?
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RED, BLUE AND YELLOW.
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THE STORY
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SIMPLICITY
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EDITOR’S NOTE
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f I had a dollar for ever y time someone told me members of the print media need to star t pushing ourselves forward and step into the future. Since this marks my first issue as the managing editor of AIME MEN, it would be just plain ignorant for me to fail to announce that – just like our long-held approach to print – we are embracing the digital platform head-on! I’d like to think that like a good playlist, a good publication is all about the mix. To make this happen, we have gone the extra mile to make sure you will never miss us, be it on the newsstands, online (AIME-MEN.com.my) or social media (@aimemen, facebook.com/ aimemen). And if you’re an avid AIME reader, you probably already know that we are dedicated in separating the wheat from the chaff in fashion, grooming, watches and exclusive events in order to keep you abreast about everything that really matters. If you’re not, you will soon be convinced that I am right. This month, Cameran dallas graces our cover. The top IMG model, much favoured by Dolce & Gabbana, shares with us about scoring his first gig with the fashion powerhouse – not to mention everything personal. You will also want to check out Picture Perfect , a tribute to photographers who’ve worked their magic for us, as we toast to Aime turning 1. Enjoy the issue! MOHIT VERMA Editor in Chief
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AIME
CONTRIBUTORS
Editor In Chief Mohit Verma EDITORIAL Aashi kanoongo Deputy Editor Tanya Khurana Executive Editor R. Kurt Osenlund Managing Editor Jason Lamphier Senior Editor Julien Sauvalle Associate Editor Pooja Chawla Travel Editor Jesse Steinbach, Dennis Hinzmann Assistant Editors Alex Press Copy Editor Shana Naomi Krochmal, Stacy Lambe, Alex Panisch Contributing Editors James McDonald Editorial Intern ART Mehar Mann Design Director Sarah Crumb Contributing Art Director FASHION Abhay Singh Fashion Director Michael Cook Market Editor Tommy Jefferson, Manolo Morales, Gavin Ramiscal Fashion Interns PHOTO Kaushik Roy Photo Director Himani Singh Photo Assistant Director ONLINE Aashi Kanoongo Vice President, Development Anoushka Khokher Creative Director Yogesh Dahiya Director, Digital Media Sunayani Bhattacharya Interactive Art Director, Editorial Pranjal Gogoi Online Photo and Graphics Producers Alex Lim Manager, Application Development Mayra Urrutia Front End Developer Shubham Sharma Program Manager
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COLOUR INFLUENCES EMOTIONS IN A WAY THAT FEW OTHER THINGS CAN. Colours have deep subliminal meanings that affect our thinking and rational. They have symbolic meaning that changes amongst different cultures and countries. We are faced with color choices all the time. The first crucial decision of the day usually comes in the morning when deciding what to wear. Often times we will choose our clothes based on the color of the mood we are feeling or wish to portray that day. Even more important than choice of wardrobe is the colour selection for your brand or website. Colour research and planning is a vital part of the design process. Before you even begin a design you must choose the appropriate colours that are effective in re enforcing the brand, message and overall tone.Colours are a part of our pop-culture. We associate our favorite sports team by their team colors. Red Sox, White Sox, Cleveland Browns, Duke Blue Devils are among a few teams to incorporate a color into their name. Colours have become a part of our every day vocabulary; “Canary Yellow” “Carolina Blue” “John Deere Green” “Fire Engine Red.” “An executive for a paint company received complaints from workers in a blue office that the office was too cold. When the offices were painted a warm peach, the sweaters came off even though the temperature had not changed.” – Pantone 6
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There are the three primary colours of Red, Yellow and Blue. Then there are secondary colours of Green, Orange and Purple. Additionally, there are Tertiary colours that are combinations of the first two sets. Complimentary colours are opposite each other on the colour wheel and often evoke feelings of excitement. Analogous colours are those that are close to each other on the colour wheel. These give a particular feeling whether it be warm and cozy or cold and depressing. There are many different technical aspects when it comes to working with colours. In the print world Pantone and CMYK are the colour formats, while online RGB and Hexadecimal is the medium. Because of this it is important that both the web and graphic designers work closely on the colour process to make sure their colours transfer smoothly from one medium to another. A colour may look one way on a particular screen but when printed out it looks totally different. It is important to come up with a colour palate listing all of the different colour codes that will ensure a unified colour scheme throughout print and web.
COLOUR SYMBOLISM Red in Colour Psychology Red, with its extended wavelength, is considered a strong colour, hence its association with physical aptitude. Although it is not the most vibrant of colours, red has the capacity to seem closer to a particular observer than it actually is, therefore scoring high when it comes to attention attraction. Red has the capacity to trigger physical responses from human beings and this is the reason why it has been employed to serve utilitarian purposes like the traffic light signal for stop. This colour is also deemed masculine and is said to awaken a person’s fight or flight instinct. Some of red’s positive attributes include augmented sense of enthusiasm, warmth, and energy. The less favourable attributes are stress, hostility, and insubordination. Yellow in Colour Psychology Human emotion is directly associated with the colour yellow. Colour psychology characterizes yellow as a potent emotional stimulator, with its considerably long wavelength. Positive thinking and confidence are just some of the human attributes inspired by this colour, but, people who play around this chrome have to ensure utmost discernment since its improper usage, relative to the other shades from the colour wheel, can yield undesirable effects. Some of the negativities that misuse of the colour yellow can induce include; apprehension, terror, intense sadness, irrational thinking, and emotional vulnerability. 7
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Once properly managed, though, yellow can just as easily speak of unrivalled self-esteem, congeniality, optimism, and even artistry. Blue in Colour Psychology Human intellect, from the perspective of colour psychology, manifests all known shades of blue. This calming colour has the capacity to rouse us intellectually. Potent shades of blue inspire clarity of thought, whereas the softer variants allow utmost mental focus and serenity of the mind. Blue has been generally perceived as an endearing colour. In various cultur es f rom all over the world, this chrome has gained a rather positive interpretation. It goes without saying, though, that blue also has its own negative associations such as coldness, isolation, and emotional unavailability.
COLOUR IN DESIGN Adding colours to a design involves a little more than choosing two or three hues and plunking them down in equal parts in your layout. Effectively applying colour to a design project has a lot to do with balance — and the more colours you use, the more complicated it is to achieve balance. An easy way to think of this concept is by splitting your colour choices into dominant and accent colours. The dominant colour will be the most visible and most frequently used hue in your design, while one or more accent colours will complement and balance out that main colours.
RED, BLUE AND YELLOW: WHY IT WORKS? I’ve been caught by this sudden art rush while reading about, artist Piet Mondrian. The colours and shapes of his painiting are so mesmerizing that I wanted to create something vibrant as well. As I usually find my inspiration in artists and photographers, I though why not to make this my primary subject. Respecting the primary palette, reducing elements in natural asymmetry and dynamic of form. ART MOVEMENT: BAUHAUS
show the harmony and purity in an abstract, aesthetic form. Mondrian aimed to create an aesthetic geometry through pure art. The colours are neutrals with just black and white. The composition consists of horizontal and vertical lines that, according to the artist, is to symbolise harmony in the universe. The lines are neither spiritual nor material.
De Stijl artists believed that one should not be Bauhaus changed the world of design, a reflection of reality but rather to express the architecture, photography and all applied arts. harmony and create works of art that assisted Famous for angular, often brightly colored society along the path to purity and truth. furniture, striking graphic designs, and an overwhelmingly Mondernist approach to both aesthetics and lifestyle, the Bauhaus is unquestionably one of the most influential art movements to come out of pre-war Europe.. INSPIRATION- PIET MONDRIAN Piet Mondrian was an important contributor to the De Stijl art movement and group. He evolved a non-representational form which he termed neoplasticism. This consisted of white ground, upon which was painted a grid of vertical and horizontal black lines and the three primary colors. DE STIJL The translation of the name from Dutch to English is The Style. This art movement was during 1917 and 1932 in Amsterdam. It influenced painting, typography, decorative arts and architecture. The artists were influenced by Analytical Cubism, but they failed to create complete abstract art. They searched for art that portrayed order and clarity. Art and painting was broken down into its elements by focusing on primary colours, straight lines, rectangles, plane surfaces and neutral colours. Above, is that crazy good inspiration I found. Characteristics are commonly squares and Painting by Piet Mondrian, Composition II in rectangles, straight and horizontal lines, Red, Blue, and Yellow. primary colours and non-colours. It is a Utopian idea of order and harmony. Reality is simplified to horizontal and vertical lines to
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THE CONCEPT Editor In Chief, Mohit Verma I always feel like I need a disclaimer when I talk about things that aren’t necessarily celebrated in the design world. Celebrated meaning you don’t see it often. And I’m automatically drawn to anything we don’t see often usually in a good way and sometimes in a bad way. Back to that disclaimer. When I say “primary colours”, I don’t mean a kids lego bed because I know that might come to mind. It’s always interesting when I’m researching these colour combos or design trends because in addition to crazy good inspiration, I always come across the concept used in a fabulous, fabulous way. There’s no doubt that primary colors feel very Vibrant. And really, that’s the beauty of these colors. One of the challenges of using primary colours in modern design is creating a space that stays true to the colours by feeling vibrant.
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Paired With a Bold, Black and White Stripe: Pairing primary colors with a bold, black and white stripe is another way to pull it off. This look can potentially look a bit cheeky, but I think that’s the point here. You’ll see that the last couple of images are done through a kids’ play room, and those spaces look especially playful, but the bold stripe adds some needed sophistication.
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NIMISHA PHUKAN, Model
Shot By: Mohit Verma H&M: Mehar Mann 10
Jacket : FOREVER 21 White Tee: H&M
NIMISHA PHUKAN, Model
Shot By: Mohit Verma H&M: Mehar Mann Jacket : FOREVER 21 11 A I M E M A G A Z I N E | I S S U E 0 1 White Tee: H&M
AIME MAGAZINE | ISSUE 01
NIMISHA PHUKAN, Model
Shot By: Mohit Verma H&M: Mehar Mann 12
Jacket : FOREVER 21 White Tee: H&M