RACHANA SHETE
INTERNSHIP REPORT FEMINA, MUMBAI
Fashion Styling and Journalism June - July 2018
Rachana Shete National Institute of Fashion Technology, Gandhinagar, Gujarat. BD/15/317 Batch 2015-2019 Contact: +91 8511437300 Email: rachana.h.shete@gmail.com
FASHION STYLING | WRITING
INTERNSHIP REPORT FEMINA, MUMBAI
Rachana Shete National Institute of Fashion Technology, Gandhinagar, Gujarat. BD/15/317 Batch 2015-19 Contact: +91 8511437300 Email: rachana.h.shete@gmail.com
ACKNOWLEDGEMENT I would like to thank NIFT, Gandhinagar for giving me this amazing opportunity to work under a prestigious magazine firm like Femina, followed by the Editor, Tanya Chaitanya- who approved my application and signed me in. I would also like to thank my Fashion Styling mentor, Prachiti Parakh, and my Beauty Editorial mentors- Tatiana Dias and Sanjana Salunke- who not only guided me, but also proved to be a great support through the course of internship. I'd like to appreciate the efforts of my faculty mentor, Dr. Hir Vyas, for being the essential link between me and my field, and constantly pushing me to do better.
certificate
FACULTY MENTOR CERTIFICATE This is to certify that Rachana Shete, Semester VII student of Fashion Communication at National Institute of Fashion Technology, Gandhinagar, has completed the internship project, titled Fashion Styling and Beauty Writing at Femina, India under my guidance. She has fulfilled the requirements set by the institute and hence, is fit to appaear for the jury.
Signature of Mentor, Dr. Hir Vyas, Fashion Communication Department, National Institute of Fashion Technology, Gandhinagar.
contents About Femina
...Pg. 1
Departments
...Pg. 6
Projects and Tasks
...Pg. 13
Fashion Styling
...Pg. 14
- Procedure
...Pg. 19
- My Role
...Pg. 23
Project 1 : Fashion Front Row, Opener
...Pg. 26
Project 2 : Femina.Shop
...Pg. 30
Project 3 : Fashion Feature
...Pg. 33
Project 4 : Beauty Feature
...Pg. 37
- Challenges Faced
...Pg. 41
- Contacts
...Pg. 43
Beauty Writing
...Pg. 45
Project 1 : Celeb Looks
...Pg. 46
Project 2 : Advertorials
...Pg. 49
Project 3 : Must Haves
...Pg. 53
Project 4 : Event Report
...Pg. 54
Social Media
...Pg. 57
Learning Outcomes
...Pg. 61
References
...Pg. 64
FEMINA Category
: Women's Magazine
Frequency
: Bi-monthly
Publisher
: The Times Group
First Issue
: 1959
Company
: World Wide Media
Country
: India
Based In
: Mumbai, Maharashtra
Language
: English, Marathi, Bangla, Gujarati and Tamil.
Website
: www.femina.in
Editor
: Tanya Chaitanya
ABOUT FEMINA | 1
Femina is an Indian magazine. It is owned by Worldwide Media, a 50-50 joint venture between BBC Worldwide and The Times Group. Femina, the oldest women's English magazine in the country, has been capturing the essence of the Indian woman for almost six decades now. It has not just accompanied but also evolved with her over the years, by covering a broad spectrum of topics, from relationships to career, fashion and beauty, and women achievers who have left a mark in their chosen field. The bimonthly magazine also branched out into regionals with Femina Hindi, Femina Bangla and Femina Tamil to interact with the modern woman in the language and style she is most comfortable with. Apart from this, it also publishes Femina Salon & Spa, which is distributed directly to the beauty businesses in India every month, and verticals such as Femina Brides, Femina Parenting, and Femina Cookbook at varying periodicity every year. Femina was founded in 1959. The magazine was first published in July 1959. It has organized and sponsored the Femina Miss India beauty pageant since 1964.
2 | ABOUT FEMINA
FASHION
:
BEAUTY
:
RELATIONSHIPS :
REALITY
:
LIVING
:
Femina's fashion is all about giving the style franchise to the real woman. Staying tuned in to women's tastes, season after season, Femina decodes the latest looks and trends, and takes it a step further by offering tips on how to make fashion and accessories easily accessible. You can also check out looks fresh off the ramp, airport looks and the hottest celebrities as they flaunt the latest trends on and off screen.
Femina's Beauty section consists of a feature that embarks the latests trends in hair, make up, skin and nails. It encases shoots featuring models flaunting latests fashions, and make up trends along with product details. Beauty section also includes various advertorials and beauty events around the county that ought to be important for beauty enthusiasts.
This section delves into the modern woman's personal space. It focuses on her own universe to help her lead her best life. From work-life balance strategies to relationships, love and sex advice, and tips on managing her family and social life- it helps women tackle all their dilemmas, making them emerge a winner with useful insights
This section of the magazine normally presents the Cover Story with the protagonist as the cover girl / guy. It also involves the interviews with some fanous fashion and lifestyle enthusiasts and their life stories.
This section covers foods and recipes of different regional, as well as cultural dishes, including cocktails, mocktails, and food that focuses on better health. It also includes various celebrities and their diet plans, along with thir likes and recommendations when it comes to food.
ABOUT FEMINA | 3
4 | ABOUT FEMINA
FASHION
:
BEAUTY
:
RELATIONSHIPS
:
BRIDES
:
WELLNESS
:
CELEBS
:
LIFE
:
Food, TV, Travel, Books reviews, Movies, etc.
SHOP
:
Shop the latest celeb looks at affordable rates!
ASTRO
:
PHOTOES
:
VIDEOS
:
BLOGS
:
Latest trends and tips on fashion. Latest trends and tips on beauty and make up. About personal space and thoughts, sex advice, etc. Includes bridal suggestions for the season. Includes diet help, de-stress ways and exercise plans. Celebrity gossip- both National and International.
Daily horoscope along with various services. Pictures of new trends, shoots, celebrities, etc. Videos from various Femina Events, BTS of shoots, etc. Experts write about fashion, health, beauty and relationships.
femina.in
Femina.in is the official online portal with more active voice and new content that is updated everyday by the members at Femina. It is bolder in thought and more readable, with snippety, newsier content. It raises issues, engages the community, gives a strong Femina point of view on issues that matter, and shapes opinions. At Femina.in, content is the hero.
6 | DEPARTMENTS
departments
CHIEF COMMUNITY OFFICE AND EDITOR
:
MANAGING EDITOR
:
ASSOCIATE EDITOR
:
SENIOR ASSISTANT EDITOR
:
SR. ASST. PRODUCTION EDITOR
:
SR. FEATURES WRITER
:
8 | DEPARTMENTS
TANYA CHAITANYA - Head Person of the Organisation, magazine and respresents it. - Appoves bills and budgets. - Face of all Femina magazines.
manages
the
DESIREE DeANDRADE - Second head person of the organisation. - Appoves bills and budgets in absence of Tanya. - Link between the editor and rest of the team heads. - Gets work done from all the teams and approves them. ANIKA MOHLA - Big Stories (Celeb Interviews and Cover Stories) manager. - Editing after the magazine has been laid out. - Checking subs and credits. - Writes stories for magazines in absence of writers. GIA CLAUDETTE FERNANDES - Lifestyle Section Head. - Food Section for femina.in as well as magazine. - Digital Stories co-ordinator. SNEHA MAHALE - Handles all digital platforms on femina.in. - Co-ordinates between Desiree and the Digital Team. - Handles Instagram, Twitter and other social media platforms. NIKITA SAWANT - Conducts Interviews, transcripts them and creates articles through them. - Real Stories- Reality Section- Manages and writes for the Reality Section of the magazine.
TATIANA DIAS - Manages beauty feature shoots along with the stylist. - Digital story writer for Femina.in Beauty Section. - Writes articles and stories for Femina Salon&Spa B2B Magazine.
JR. BEAUTY WRITER
:
JR. COPY WRITER
:
ASST. FASHION EDITOR
:
FASHION INTERN
:
SR. FASHION WRITER
:
SANJANA - Same - Writes both the
SALUNKHE Profile as Tatiana. advertorials and product launches for magazines, as well as digital stories.
SIMRAN AHUJA - Sex and Relationships Section- Writer and Editor. - Does digital story for femina.in under same sections. PRACHITI PARAKH - Styles feature and beauty shoots for magazine. - Manages cover shoots and celeb stories. - Covers trending pages in the magazine. - Fashion Front Row + Opener Editing. RACHANA SHETE - Works for Prachiti Prakakh, Tatiana Dias and Sanjana Salunkhe. - Managing shoots and writing advertorials for Salon and Spa. RUSHMIKA BANERJEE - Editorial writer for Fashion and Beauty features. - Looks after femina.shop. - Conducts interviews related to fashion cover stories.
femina team
:
BEAUTY WRITER
DEPARTMENTS | 9
HEAD STYLIST
:
ONLINE CONTENT MANAGER
:
SR. CREATIVE DIRECTOR
:
DEPUTY ART DIRECTOR
:
SR. PHOTOGRAPHER
10 | DEPARTMENTS
:
AKSHITA SINGH - Primarily styles high fashion features in the magazine. - Femina.shop stories.
stories
for
the
KRITI SARASWAT-SATPATHY - Co-ordinates with the interns and online content head, Sneha. - Manages memes and videos and stories for digital platforms. MEETESH TANEJA - Conceptualises stories and ideas for photo shoots. - Attends all the shoots and documents them in form of BTS videos and photoes. - Approvals for all the WWM shoots.
RENU SHARMA TEWARY - Head of the layouting team. - Lays out memes in Femina format, magazine layouting for all the pages. - Manages Femina National as well as Brides. VINAY JAVKAR - Conceptualises shoots wth stylists and creative director. - Shoots the features and beauty shoots. - Edits the pictures in Femina format.
SR. POST PRODUCTION EDITORIAL ASST.
:
EDITORIAL CO-ORDINATOR
:
PUBLISHER
:
HEAD HUMAN RESOURCES
:
OFFICE BOY
:
BERNES MENDES - Post production management of the magazine. - Pagenation, slugs, arrows, etc. checking. - Manages all the magazines that fall under Femina. BHARTI SOLANKI - Tanya's Personal Assistant. - Manages all the bills, budgets, pay cheques approved by Tanya. - Manages her events and appearances. - Also looks after recruitment and is a link between Tanya and HR TEAM. JOJI VARGESE - Manages printing for all the WWM magazines. - Link between the WWM Printing House in Banglore and the magazine heads at TOI, Mumbai office. MEGHNA PUTHAWALA - Administration Department head. - Clears penalty pays, etc. - Manages recruitments. ALKESH KADAM - Runs errands around the place, from tea/coffee to printing local documents, etc. - Sending and receiving couriers for the shoots. - Packing bags before the shoots, and accompanying whenever required.
DEPARTMENTS | 11
12 | PROJECTS AND TASKS
projects and tasks FASHION STYLING | BEAUTY WRITING Styling is a fine art of beautifying or enhancing any person, place or product to make it appealing to the viewer's perception, along with the primary notion of selling the idea. The job includes responding with a different perspective to the mundane and bring magic to mere material. The world of fashion being so edgy and unpredictable, makes it difficult for the common man to follow. A stylist breaks down a fashion story into various looks to fit one's own at different levels. Beauty writing, however, talks about how one can embrace an experience change by looking over the new styles and products available. This sort of promotional writing helped me envisage the world of beauty and the innovations in it that most of us remain unaware of. With a natural knowledge of styling and writing, along with the proficient education from NIFT, inspired me to pursue this internship under the two head departments.
PROJECTS AND TASKS | 13
fashion styling At Femina the in house stylist has to do three types of styling. All these styling are done for the magazine.
FASHION FEATURE
BEAUTY FEATURE
COVER STORY
The Femina team works two months in advance per issue. The two issues are released on the 9th and 24th of every month.
14 | FASHION STYLING
Model: Usually, features require tall, skinny models who have an ideal body.
FASHION feature
MONOTONE MADNESS
Jump on the monotone wagon. Dress in one colour from head to toe to elongate your figure. Ribbed T-shirt, `1,149, suede ankle boots, `2,299, both Forever 21, linen blazer, `3,299, linen trousers, `2,499, both Vero Moda; metal watch, `21,500, Guess
021-027-Fashion Feature_July 25_New-STAN_R1.indd 5
07/10/2018 3:55:44 PM
fashion feature
A fashion feature is a ten page feature that follows a particular theme and involves a model and the same theme is present through all the looks. For example, if the theme is Workwear then the looks will revolve around this theme, the common theme of Workwear is consistent. It is styled by the in house stylist. It involves styling of clothes, shoes, bags and accessories.
PROJECTS AND TASKS | 15
Model: Usually, beauty features require models with elaborate face features. Height and body have less use.
BEAUTY feature BEAUTY feature
BIG HAIR, DON’T CARE
Give the classic French manicure a minimalistic yet bold touch. After buffing your nails, apply a base coat and let them dry. Top with a dark, glossy hue as the base colour. Using a fine brush, create geometric shapes and lines across each nail in white or a light contrasting colour. Add a top coat for a chip-free, glossy effect.
034-040-Beauty Feature Aug10 Power-STAN R1.indd 6
16 | FASHION STYLING
07/17/2018 9:35:42 PM
TIE AND DYE BRALETTE, FOREVER 21; EARRINGS, ALDO
POWER PACKED
MESH JACKET, BLONI
beauty feature
Femina magazine contains eight page feature of beauty looks. It is also styled by the in house stylist. It involves majorly styling of accessories and clothes with interesting fabrics and neckline. Since these shoots usually focus on hair, nail, make up and skin trends, the images are highly retouched and showcase the newest, trendiest fashions.
Go big with this not-soelegant blow dry. After shampooing and conditioning your hair, blow dry it roughly. Divide your hair into sections and blow dry with a thick barrel brush. Add rollers to the hair for extra definition. Once all sections are neatly blowdried, back comb and tease the hair at the roots, focusing especially on the crown. Apply a glossy serum to the hair and spritz on hairspray to hold the hairstyle in place.
034-040-Beauty Feature Aug10 Power-STAN R1.indd 7
07/17/2018 9:35:46 PM
Model: Celebrity is chosen according to their latest launches and/or achievements that can influence the women.
cover story
Cover story is the shoot that focuses mainly on a celebrity. Styling for the Cover Story shoot is either done by the inhouse stylist or the personal stylist of the celebrity, however they are comfortable. The same process as the fashion feature is followed. It is far more elaborate and high fashion, although still focusing on the celebrity's personal style statement.
FASHION STYLING
| 17
18 | FASHION STYLING
procedure EVENT BRIEF + MOOD BOARD
DESIGNER/BRAND SEARCH AND CONTACT
STORE VISIT (SOURCING)
THE SHOOT
FITTINGS
FORMING LOOKS ON THE DAY OF SHOOT
RETURNS AFTER THE SHOOT
COURIERS RETURN
CREDITS AND SELECTIONS
FASHION STYLING
| 19
EVENT BRIEF
:
DESIGNER/BRAND RESEARCH AND CONTACT
:
The themes for all the issues of Femina magazine are decided for the whole year in advance. So the brief is given about the theme and the stylist makes the mood boards containing the kind of clothes, shoes, jewelry, hair and makeup. Once the mood board is ready, the stylists list down various numbers of stores, designers and stand alone brands which would have products appropriate for the theme. The collections are searched by visiting the websites, stores and social media platforms. Hence the brands and designers who have the required looks, they are contacted through PR. This is done through e-mails, messagee and phone calls. Based on the level of acquaintance or urgency, further shortlisting is done on the basis of the approval to source. Hence contacted, the designers or the PR teams share the look books available for sourcing. One has to then either get the selected looks couriered or go to the store and collect the garments. Sometimes when the designer team doesn't share the look book, one has to personally go to the store and select the outfits.
STORE VISIT (SOURCING)
20 | FASHION STYLING
:
The next step is to source the garments and accessories for the shoot from the stores. The stores whose sourcing request is approved are visited and the stylists choose whatever is appropriate for their story. The garments, jewellery, footwear and accessories are sourced depending upon the number of pieces allowed. The sourcing letter is provided as a proof and for guarantee of return.
FORMING LOOKS
:
The stylist, along with the interns puts together the sourced articles, and creates looks that can be shot together, suiting the given theme.
FITTINGS
:
Fitting is only done for the cover shoot where the stylist get many options for the celebrity and they pick whatever they like or looks good on them.
THE SHOOT
:
The fashion feature can be shot in either a studio or at location/outdoor. The venue for the shoot, the model, the makeup and hair artist and the photographer are coordinated for by the Editorial Coordinator. At such a shoot, the Fashion Editor, the Stylist, the Assistant Stylist and Editorial Coordinator are present. For Femina all indoor fashion feature shoots takes place in the WWM Studio in Lower Parel.
GARMENT CLEANING AND RETURNS
:
After the shoot is done, the next day is spent returning the sourced merchandise. All the products that were called in from other cities are also sent back through courier. Garments and shoes has to be cleaned in case of any dirt or sweat stains. If at all there is any damage, the company has to pay for the repairs and if the damage is not repairable then the company has to pay or the brand agrees for a barter.
CREDITS AND SELECTION
:
The photographer sends images with high resolution pictures of the shoot. Each shot is given due credit, in terms of what make it is, the price and the brand name. Then it's sent to the Art Director, who makes necessary changes regarding the font size etc. and then finally the managing editor makes final changes. Then we wait for the magazine to get printed and see the outcome of our work!
FASHION STYLING
| 21
22 | MY ROLE
my role - Contacting all the PR teams and brands. - Visiting the stores for sourcing and returns. - Arranging everything at the shoot location. - Helping the models with garments. - Suggesting looks to the stylist and helping wherever required during the shoot. - Giving the stained garments for dry-cleaning. - Keeping a check of all the garments, accessories and footwear and managing all the couriers. - Giving credits. - Fashion Front Row and Opener. - Writing for Femina Shop.
MY ROLE
| 23
24 | MY ROLE
PR Pundit Mint & Milk Amigos You, Me & We PWPR DI Publicrelations Sky Communication Edelman Criesse Perfect Relations Tute Elsol Contemporary Connect Genesis Luxury Yellow Dot PR ID8 Peepul Clean PR Rizwan
stores visited
PR agencies
-
-
Forever 21 SR Store Zoomberg Woods by Woodland Calvin Klein Pepe jeans Levis Vero Moda Marks and Spencer Zara Azotiique Curio Cottage Charles and Keith Aldo Only Deme by Gabriella Purple Paisley Tommy Hilfiger Arabella Jack and Jones Promod Genesis Luxury Hermes Dune London Moschino Dior United Colors of Benneton LabelLife Redempress Massimo Dutti Accesorize Style Fiesta Prakshi Jewellery Arrow
Sourcing list to sort out all the details of brands and PRs.
MY ROLE
| 25
fashion front row and opener Fashion Opener is the first page in the fashion section which consists of various runway fashion looks and products. Front row are the product pages after the fashion opener which contains product images of all latest fashion items like Clothes, bags, shoes, belts, jewellery, sunglasses etc. So for this, my task was to find images of the latest runway fashion for the fashion opener and a theme was decided for the front row and I had to find product images of latest clothes, shoes , jewelry and accessories according to the theme. So I worked on two front rows and opener. For the 9th August issue, the theme was workwear. And as for the August 24 issue the theme for the front row was checks. So I had to find product images for checks and strong workwear clothes.
26 | PROJECT - 1
PROJECT - 1 | 27
9th August, 2018
9th August, 2018
28 | PROJECT - 1
PROJECT - 1 | 29
24th August, 2018
femina.shop Femina shop is a section on femina.in which is updated weekly with the latest celebrity looks and the links to the similar products are attached so that the mass can shop the celebrity looks directly. Femina has a tieup with the celebrity paparazzi photographer, Yogen Shah who uploads all the latest pictures of the celebrities spotted on his gmail account to which Femina also has an accesss. So they select looks and find similar products on the below listed websites: -
Poshpride Lablelife Tata Cliq Stalk buy love Faballey Ombrelane
My task was to select looks from Yogen Shah's gmail account and find similar products on these websites. I had to do three looks from each website which means in total eighteen looks. After selecting the looks, I had to find the clothes that the celebrity is wearing from one website and for other accessories we could use other websites as well. I had to copy the link of the products in word and then make a draft according to a format: 1. H/L 2. Keywords 3. Meta Title 4. Meta Description 5. Reasons we love The same steps were followed for all eighteen looks and then I send the complete word file to the Senior Fashion Writer, Rushmika Banerjee.
30 | PROJECT - 2
After Uploading
Word File Draft
PROJECT - 2
| 31
fashion feature
Model: Urvashi Umrao Photographer: Keegan Crasto Hair and Makeup: Laila Dalal Stylist: Prachiti Parakh Assistant Stylists: Rachana Shete and Mansi Singh Objective : The theme for the Femina Magazine August 9 issue was workwear and the fashion feature revolved around the workwear theme. My first task was to find out all the brands and designers working on workwear fashion and consequently prepare for the shoot. Methodology : I mailed all these brands for the sourcing request and I also emailed all the PR companies. The sourcing appointment was fixed with all the brands and then I went for sourcing. The main things that I had to find for this shoot as per the mood board were: -
Neutral colours Blazers and pant suits Plain shirts and tees Oxford ,brogues and boots
Findings : As neutral colours are more trendy in present scenario, people can use these colours for the work wear and almost every professional meetups and gatherings. They suit on people from every colour shade and can be styled with minimal of accessories.
RUFFLED UP
Amp up your look with minimal details. A frilled hem adds just the right amount of oomph. Poly blend dress, price on request, TheLabelLife.com, cotton palazzos, `4,495, Vero Moda; faux leather heels, `1,999, Intoto
MAXIMALLY MINIMAL
Minimalism is the new wave and we are totally on board! Prachiti Parakh takes you on a fuss-free ride to decluttering
021-027-Fashion Feature_July 25_New-STAN_R1.indd 2
PROJECT - 3
07/10/2018 3:55:12 PM
| 33
FASHION feature
EASY DOES IT
Team an oversized T-shirt with flared pants for an offbeat look. Add platform sandals for extra style points. Cotton T-shirt, `949, Forever 21; flared trousers, `7,800, Hera by AJ, PU platform sandals, price on request, Melissa
34 | PROJECT - 3
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FASHION feature
BORROWED FROM THE BOYS
Add an androgynous edge to your look with crisp dress shirts and tweed trousers. Linen shirt, price on request, Sunil Mehra; tweed trousers, `8,999, Tommy Hilfiger
021-027-Fashion Feature_July 25_New-STAN_R1.indd 8
PROJECT - 3
07/10/2018 3:56:16 PM
| 35
beauty feature
Models: Shikin and Ana Photographer: Meetesh Taneja Beauty Editor: Tatiana Dias Art Director: Sameer More Hair & Makeup: Laila Dalal Stylist: Prachiti Parakh Assistant Stylists: Rachana Shete and Mansi Singh Objective : The theme for the Femina Magazine August 24 issue was Power and for this issue, I assisted the beauty shoot. As explained earlier beauty shoots doesn't require a lot of garments. They require more of accessories and jewellery. Methodology : I mailed all the brands for the sourcing request and I also emailed all the PR companies. The sourcing appointment was fixed with all the brands and then I went for sourcing. The main things that I had to find for this shoot as per the mood board were: - Chunky costume jewelry - Garments with strong silhouettes, cutouts and interesting shapes and fabrics - Power suits Findings : As the theme was Power, the beauty shoot was all about bold looks. We used only black and white clothes for the shoot and minimal accessories so that the makeup could pop out. For some looks we tried bold lips and less eye makeup and for others nude lips and bold eye makeup as these two really compliment each other.
BEAUTY feature
FUR COAT, ONLY
ROUND UP Fan of the winged liner? It doesn’t always have to be straight. Apply a gel liner, across your eyelid, the way you would your regular liner. Instead of flicking the ends, simply draw a circle and fill it in. Top up with a liquid eyeliner, to add more gloss to the eye makeup. Apply copious amounts of mascara for a dramatic effect. A vampy matte lip will give your bold look an edgy touch.
Beauty Feature Aug10 Power R2.indd 4
24-07-2018 14:24:27
PROJECT - 4
| 37
BEAUTY feature
TIE AND DYE BRALETTE, FOREVER 21; EARRINGS, ALDO
BIG HAIR, DON’T CARE Go big with this not-soelegant blow dry. After shampooing and conditioning your hair, blow dry it roughly. Divide your hair into sections and blow dry with a thick barrel brush. Add rollers to the hair for extra definition. Once all sections are neatly blowdried, back comb and tease the hair at the roots, focusing especially on the crown. Apply a glossy serum to the hair and spritz on hairspray to hold the hairstyle in place.
034-040-Beauty Feature Aug10 Power-STAN R1.indd 7
38 | PROJECT - 4
07/17/2018 9:35:46 PM
BEAUTY feature
Give the classic French manicure a minimalistic yet bold touch. After buffing your nails, apply a base coat and let them dry. Top with a dark, glossy hue as the base colour. Using a fine brush, create geometric shapes and lines across each nail in white or a light contrasting colour. Add a top coat for a chip-free, glossy effect.
034-040-Beauty Feature Aug10 Power-STAN R1.indd 6
MESH JACKET, BLONI
POWER PACKED
07/17/2018 9:35:42 PM
PROJECT - 4
| 39
40 | CHALLENGES
challenges faced - Sometimes you go for sourcing to the store, and find that the store hasn't received any appointment mail regarding the sourcing approval. You then call the concerned PR person and they ask you to call someone else and all you have to do is be patient during the process. - The models leave lipstick and makeup stains on the garments even after asking them to be careful. Sometimes it can be cured by drycleaning, but a lot of times stains are stubborn and cost a lot. - Have to be really careful with bags, shoes and jewellery. If any damage occurs the company has to pay the entire amount which doesn't look good on stylist's part. - Organizing all the garments before the shoot, whether they are 100-200, and then again packing all of them after the shoot is done. - Remembering what product is from which brands, designer or PR team and returning them on time. - The three most hectic days for the stylist are the sourcing daywhich is generally one day before the shoot, the shoot day, and the returns which is one day after the shoot.
CHALLENGES
| 41
42 | CONTACTS
:
STYLIST, FEMINA. parakhprachiti@gmail.com
BERNES MENDES
:
SR. POST PRODUCTION EDITORIAL ASST. bernes.mendes@wwm.co.in
TATIANA DIAS
:
BEAUTY WRITER, FEMINA tatiana.femina@gmail.com
SANJANA SALUNKHE
:
BEAUTY WRITER, FEMINA sanjana11.femina@gmail.com
VINAY JAVKAR
:
SR. PHOTOGRAPHER, FEMINA vinayjavkar23@gmail.com
BHARTI SOLANKI
:
EDITORIAL CO-ORDINATOR, FEMINA bharti.solanki@wwm.co.in
HIMANI GHIND
:
ELSOL PR AGENCY himani.ghind@elsol.in
ANURAG
:
PR PUNDIT anurag.s@prpundit.com
SEJAL
:
PR PERSON, DIPR sejal@dipublicrelations.com
DEEPA
:
MINT AND MILK deepa@mintandmilk.com
RIZWAN SHEIK
:
AMIGOS, PR PERSON rizwanssk@gmail.com
SMITI TALWAR
:
SKY COMMUNICATIONS, PR PERSON smiti@skycommunications.co.in
MOHANA
:
YELLOW DOT PR, PR PERSON press@theyellowdotagency.com
SAYLEE
:
YOU, ME AND WE, PR PERSON youmeandwe.pr1@gmail.com
contacts
PRACHITI PARAKH
CONTACTS
| 43
beauty writing At Femina, the Beauty department allowed me to write a range of articles, mostly for the Femina Salon and Spa magazine. Salon and Spa is a business to business magazine that focuses on nail, hair, make up and skin trends along with the latest product launches and healthy tips for your body. I got to write the following set of articles while at Femina-
CELEBRITY LOOKS
ADVERTORIAL
MUST HAVES
EVENT REPORT
45 | BEAUTY WRITING
TATIANA DIAS
This article was a combination of various celeb looks, decoded by keeping in mind the latest trends in make up and hair. It consisted of 10 looks- 8 female and 2 male- along with a research about what is in and what is not. It consisted of the following topics along with celebritiesDEWY DELIGHT GLOSS IT UP! LUSCIOUS LASHES WHAT'S SMOKIN' ALL NUDE BLENDED BOLD AND BEAUTIFUL MESSY HAIR DON'T CARE BEARDOS GET GROOMED The images are gathered from the profile of Femina’s papparazzi photographer, Yogen Shah, and studied carefully to put together in similar categories with headings. This was the project that gave me a buy-line in the magazine.
celeb looks
GUIDED BY:
PROJECT - 1
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PROJECT - 1
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advertorials 49 | PROJECT - 2
GUIDED BY:
SANJANA SALUNKHE
During the course of beauty writing under the Beauty section I got to write two advertorials- one for L'Oreal Professionel profuct launch under the section titled The New and Beautiful in Salon and Spa, and secondly, the hair color launch for Wella Professionel, which was to be published in Femina Bangla. For both the advertorials, a simple process was followed- Sanjana would send me press releases and I would formulate them into less PR language, and more like an advertorial. Sanjana guided me through the corrections and language amendments, and advised me to use words that sell the product itself- and make it sound lesser like we are trying to market it.
PROJECT - 2 | 50
1. Wella Professionel
51 | PROJECT - 2
2. L'Oreal Professionel
must haves 53 | PROJECT - 3
GUIDED BY:
SANJANA SALUNKHE
Must Haves is the last page of the Femina Salon and Spa magazine that includes the latest range of products for better care of your hair, nails and skin. These products are the ultimate must haves of the season, as recommended by the beauty editors as well as PR agencies. Usually, the must haves consists of a total of 9 latest products sent in by the PR agencies along with their details. Sanjana forwards me these must have pages, and I make them into small paragraphs with prices and essential product details. All the articles, once approved by both Sanjana and Tatiana are forwarded to Sameer who lays them out and forwards back to us, incase any changes are required. I worked on the following productsSKEYNDOR City Pollution Barrier-Boosting Serum Cheryl's Heel Peel Cracked Feet Eliminator NYKAA's Sealed With A Kiss Lip Palette Range BERINA Professional Fitz Hair Color Cream Morrocanoil Color Complete Collection L'OREAL Professionel LISS Unlimited Range ORIFLAME Swedish Spa Nourishing Collection Schwarzkopf Professional Bonacure Time Restore Treatment L'Occitane Almond Milk Concentrate
SANJANA SALUNKHE
This eveent report talked about the launch of certain products at the Professional Beauty India Expo in Delhi, conducted on the 4th and 5th of June. Although the expo was a little old, it talked about products which were still launching and promised a lot of things to the customers. The main focus was Esskay Beauty, a well-known representative for 10 international brands, that showcased the brands from under their umbrella and proved to be a success. Sanjana guided me through report writing for events.
event report
GUIDED BY:
PROJECT - 4 | 54
social media While at Femina, I was also fascinated by the crisp sense of humor that the Digital Team had. In between writing for the beauty team and shooting for the Styling team, I'd pick out instances from Bollywood and find out some funny captions that could go out on the Instagram and Twitter page. I'd find the caption, Renu (Asst. Art Director) would turn them into the Femina Layout and the digital team would upload them.
57 | SOCIAL MEDIA
CAPTION: 10mins of maths got me like...
CAPTION: When someone tries to unlock your phone.
SOCIAL MEDIA | 58
CAPTION: Making it through the week like...
CAPTION: When your secret is about to be revealed.
59 | SOCIAL MEDIA
All I had to do- was spot a funny Bollywood video on youtube, note the time that could run as a gif, and caption it with some sarcastic tone. It was a funny job as everybody would come to the desk and have a good laugh. What I did learn through this exercise, though, was how to resemble a person from a very different context into a dramatic and/or funny tone.
video memes
I also made Video Memes, under Simran Ahuja who was in charge of uploading them on social media pages of Femina.
SOCIAL MEDIA | 60
learning outcomes
Assistant Stylist is like the right hand for any stylist. It's like a cherry on the cake because it's very difficult for a stylist to work solely. Fashion styling is a long process which is not possible for a single person to do. You have to contact all the PR teams on email, phone call and messages. You will have to talk to hundred people in a day. So I was assisting and helping my mentor in all these steps. In return, it taught me the following things:
PLANNING IN ADVANCE
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Magazine covers and fashion features are shot two months before the issue date, keeping in mind that it's difficult to coordinate with the hectic schedule of the celebrities.
DIFFERENT THINKING
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Try to innovate things if I didn't have them at hand. Try using conventional pieces in unconventional ways. As for the work issue we used mens wear shirt and coat from Arrow and Tommy Hilfiger for a female model.
BE ACTIVE ALL THE TIME
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You cannot afford to be lethargic, you have to constantly be on the go. Sure there can be placid days when all I had to do is coordinate with PR people and designers over the phone and emails. But then again, there are maddening days when I had to run all over the town for sourcing.
BE ORGANIZED
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Organizing and steam ironing the clothes and then wrapping up after the shoot. Wrapping up does not mean calling it a day. It means re-organizing the clothes and accessories according to the brands, checking each and every piece (dry cleaning the minutest lipstick stain), ensuring everything is in perfect condition and then returning clothes. It is a long process and requires a lot of patience. Keep an extremely well organized styling kit, with everything at hand to fix any fashion disaster . It should contain all necessary things needed for a shoot like safety pins, fashion tape, hangers, clamps, silicon cups etc.
CLEAR COMMUNICATION
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The skill to connect well and clearly with clients is also essential. Fashion stylists needs to find the middle way ground between their own approach and ideas and their clients.
EYE FOR DETAIL
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It's very important for a stylist to have an eye for detail. You should keep in mind all the brief given according to the moodboard. You need to look for the pieces that might look the best because every brand has limit for the number of pieces you can source.
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Sometimes there are last minute changes in the theme and the stylist has to be ready with options. For one of the beauty shoots it happened so. At the shoot location the Art Director wanted to do all the looks in dark color clothes whereas the brief for the shoot was bright colours. It was good that we had a good number of options in dark colours as well. So the stylist has to prepared for any last moment change.
:
Since I was surrounded by beauty writers, I learned how important particular words are. A single word can change the tone of the message that we are trying to send.
IMPROMPTU
LANGUAGE IMPROVEMENT
LEARNING OUTCOMES | 62
REFERENCES -
http://www.allaboutstyling.net/what-does-a-fashion-stylist-do.php https://www.femina.in/ http://searchingforstyle.com/2011/04/fashion-101-what-does-a-stylist-do/
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