By Rachana Shete
Fashion Styling | Art Direction | Content Writing
PROJECT PORTFOLIO 2019
PROJECT PORTFOLIO 2019 Fashion Styling | Art Direction | Content Writing By Rachana Shete
WHAT I DO BEST Style | Conceptualise | Write | Capture
(With quirks for visual storytelling)
ABOUT ME +91 8511437300 rachana.h.shete@gmail.com www.behance.net/rachanashete
I am a passionate, hard-working student with am ambitious dream of earning a name for the content I create. It has always been about creating honest and extremely visual conceptsexploring cultures, lifestyles and digging deeper to know what is it that the people really want. Throughout my student-life, I’ve been keen on exploring what all I can really do, and that has been my biggest challenge so far. As an individual, I believe in a two fold nature of the world- the very fact that there are two sides to everything. One, that you want to see, and other that you don’t; much like the concept of Yin-Yang, positive-negatives, pros and cons, or even Wabi Sabi. On part of being a visualiser, both of these halves constitute a large part of the content we create for the people to see and believe. It is equally necessary to know what shouldn’t be shown, as it may mislead.
“This portfolio, is my effort to focus on the ‘to-show’, with a conscious thought of ‘what-not-to’.”
1. KOI
Fashion Styling | Art Direction | Conceptualising | Videography | Photography
As a part of my graduation project at Gaatha Handicrafts, Ahmedabad, I took up the opportunity to compile and assemble the first ever in-house collection designed and produced by Shivani Dhar (Founder of Gaatha). The visual story was simple- A story of three splashes of colors against a monotonous background. The concept figuratively talked about the outbreak of happy, colorful summers, admist the hot and dry days: A way to see beauty in broken and isolated things.
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Jumping with glee, And into the monotonous pond... Three Koi Fishes, Colored the clear waters braw. Scarves and capes, Bags and Sequins, Stripped glistening scales, Painting the raw canvas... These girls are fishes, Enjoying the daylight with awe.
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Video Link : https://youtu.be/NYfmiwoKJIg
Photography And Videography, Concept, Styling : Rachana Shete Make Up : Isha Mehta Models : Vasundhara, Ayushi Pandit and Shanaya Shah. Assistance: Avi Agarwal, Harshit Gupta
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2. SERENE SUMMERS
Fashion Styling | Art Direction | Conceptualising | Videography | Photography
Another project from Gaatha Handicrafts, Ahmedabad, this was my take on the spring collection. Assorting various items from the inventory, creating looks and shooting a small video release for the same was the main idea. Being an ethnic Indian handicraft-oriented brand, I picked silken Ajrakh saree, along with a cotton Kashmiri embroidery kurta. Acents were the glass jewellery pieces. The story line was simple- that of two girl friends spending some quality time in a garden.
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Do you remember the cherry tree, Grew old so they took it away Where I found you, my love. For i found you. We can sit for ages folding paper balls And fill in all the holes in our drunken souls. You're the constant.
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(Lyrics from Constant by Mogli)
Video Link : https://youtu.be/71o23kVOYkQ
Photography, Videography, Concept, Make Up, Styling : Rachana Shete Models : Ariva Shah, Khushi Agarwal Assistance: Avi Agarwal, Avisha
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3.EPHEMERAL
Ephemeral was a personal initiative within a collaboration with my classmate, Prachi Sethi. The approach was an amalgamation of art and commercial videography- an effort to make a fashion film, with an indirect storyline. This video was shot in the Old City of Ahmedabad, a ruined location, along with the model- Khushi Agarwal and assistance from Avi Agarwal.
Fashion Styling | Art Direction | Conceptualising
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Fragments of memories, Form skeletons of bubbles... Some big, some small, Some for us, some for her. A touch to break the mirage, A needle to end the reverie. To wait for someone, Or arise from a dream. It's all, but, that moment, That anticipates the shift. From slow to fast, From fore, to rewind. That one moment is, but, Ephemeral, in time.
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Video Link : https://youtu.be/tMJ8NibLj9k
Photography : Prachi Sethi Concept, Make Up, Styling : Rachana Shete Model: Khushi Agarwal Assistance: Avi Agarwal
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4. IN THE MOOD FOR
In the Mood For is a collaborative effort with Prachi Sethi. The concept rose out of mutual agreement to explore colors with a combination of playgrounds. With an in-vogue sleek hair, and an air of casual, yet classy vibe, this shoot was an exploration for us, with angles, colors, lighting and also poses.
Fashion Styling | Art Direction | Conceptualising
We settled on the title ‘In The Mood For //’ once the shoot was done, based on the pictures. The images had a certain mood, a certain belonging that the model very well personified.
Photography : Prachi Sethi Concept, Make Up, Styling : Rachana Shete Model: Tenzin Londain
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5. STUDIO SILAI
Silai is an Ahmedabad based brand, found and owned by Ashima Gupta. She operates out of her workshop in Narangpura and supplies to various e-commerce websites, retail houses as well as various fairs and shows around India. As a part of a paid project, she hired Prachi Sethi for photography and me for Styling and Make up. Starting all the way from a pre-launch to the main launch of the Festive Campain 2018 line (October 2018), we did the graphics, photography as well as styling and post-production. The Campaign again revolved around ‘Koi’ fishes, as design line was inspired from Koi Ponds. The campaign was hence, named ‘A Tale of Koi.’
Fashion Styling | Graphics | Conceptualising
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Garden ponds, Water Lilies, grass and carps, Brocaded Bodies, Shiny skin. Swim through to surface, The magical Koi Pond.
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Photography : Prachi Sethi Graphcs : Prachi and Rachana Concept, Make Up, Styling : Rachana Shete Models : Sladjana Zaware and Neha Kolte
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6 . A S U N DAY S O N G
MOI, by Aurus Jewels is a pret fine jewelry line with a simple attraction - moi (my) vibes - things/activities that make us an exclusive version of ourselves. This was my first ever job - through campus placements, and I joined at an absolutely crucial time; Moi was just about to be launched. I think it is safe to say that I work for Moi, more than Aurus! My key role during the launch of Moi was to shape the brand’s identity, photography language as well as strategise content for the social media handles. This was one of the first shoots we attempted as a campaign. This shoot focused more on creating a vibe, than jewelry - as it was the first one to go on Instagram.
“ Fashion Styling | Conceptualising | Art Direction
Sundays are lazy, but, maybe not for me. It is the day I get to be the most nascent version of me. I'd take a walk in the garden, or probably read a fresh new book. I could stay in bed all day and watch movies, or I might go hiking in the rains! It's a boundless day, I can live it however I would want. But surprisingly, this Sunday, I woke up to a song in my head.. It kept playing again and again- a melody that made me feel good. Made me smile all the way, and enjoy the rains outside. It poured cats and dogs outside, but my Sunday song kept me company. I grooved to the beats, and enjoyed all along.
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Video Link : https://www.youtube.com/watch?v=QzSPHIdBetw Photography : Shubhi Gakhar Concept, Make Up, Styling : Rachana Shete Garments: Msafiri Jewelry: Moi Model : Riya
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7 . A DAY O U T
MOI’s shoots are mainly dependent on authentic concepts, handpicked from our daily lives. This particular themes - second in line for an in-house campaign - was an effort to show what really goes down when three friends get ready for an event. Picking inspiration from my own friend circle, I wrote the characters such, that they looked friendly, comfortable and yet had different personalities altogether. It was an effort to focus on both - jewelry as well as the mood.
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It is said that your behaviour and personality is influenced by those who are closest to you.
Fashion Styling | Conceptualising | Art Direction
And that is what happened with us! We grew up together - laughing, crying and pulling each other's hair. And now we're almost inseparable. Though the busy reality tries to keep up with us, we often find ourselves making time for each other - at art galleries, at coffee bars, or even a quick lunch during office timing - it's the company that matters. Quality over quantity, always.
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Video Link : https://www.youtube.com/watch?v=8suubEm0uE0 Photography : Shubhi Gakhar Concept, Styling : Rachana Shete Make Up: Nancy Bajaj Garments: DOT, Nirjara, Sukanya Pasi Jewelry: Moi Models: Ritu Banerjee, Khushi Agarwal, Aryaki
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8. BRITISH CLASSICS
This was a class project for the subject of Fashion Styling. Within a group of three, we were supposed to pick a theme and create looks and moods through the images. We chose the British Classics as our theme, inspired by a few bloggers and the classic style of dressing that the English follow.
Fashion Styling | Art Direction | Conceptualising
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A sophisticated group of elites spend their leisure, sporting the classic British ensemblesbringing back the essence of English folk into a contemporary form. A rally of trench coats, suedes, boots and coats, here's a feature that brings back the British Classics.
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Photography : Prachi Sethi Concept, Make Up, Styling : Rachana Shete and Tenzin Londain Models : Khushi Agarwal, Aditya Agarwal, Agreya Gandhi, Mervyn D’souza and Vaibhav Sehgal.
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9. LOVE , MASHRU
Love, Mashru is an intense project carried out over a span of four months. It contains study related to the famous, yet dying craft of India belonging to Patan district of Gujarat. This craft documentation is an elaborate effort to bring together the graphical as well as emotional aspect of the fabric and put it together in a book.
Content Writing | Publication Design | Craft Documetation
This project was a joint venture between Angana Shah, Ishwari Ambavane, Medhavi Singh, Niharika Sonawne, Prachi Sethy, Rachana Shete and Rucha Sane.
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Inn dhaagon ka bas itna hi kehna hai.. Ki hamesha inhe bunte rehna hai. Udd gaya jo zamane k saath saath, Aaj 500 saal baad, Usse waqt se azad karna hai.
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Primary research (on field) : Angana Shah, Ishwari Ambavane, Medhavi Singh, Niharika Sonawne, Prachi Sethy, Rachana Shete and Rucha Sane. Content Writing : Rachana Shete Illustrations : Niharika Sonawne and Ishwari Ambavane Photographs : Prachi Sethi
Visiting Cards
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21 POSTCARDS, Photography : Prachi Sethi, Concept : Rachana Shete
(Find the Entire Book at : https://www.behance.net/gallery/72386045/Love-Mashru)
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10. FEMINA
As a part of the curriculum at NIFT, I interned at the renowned fashion and lifestyle magazine, Femina, Mumbai during the months of June’18-July’18.
Content Writing | Fashion Styling | Beauty Writing
It was a summer internship, under faculty mentor Dr. Hir Vyas Padma and industry mentors, Prachiti Parakh (Jr. Fashion Editor and Stylist) and Tatiana Dias (Beauty Editor). During the course of two months, I attended two fashion shoots- one Beauty, and One Editorial Feature, along with writing some advertorials for Femina’s B2B Child BranchFemina Salon and Spa. One of the article also presented me my own by-line.
‘Rebel With A Cause’, Beauty Feature for Power Issue, Jul 17th, 2018
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‘Maximally Minimal’, Fashion Feature for the Work Issue, Jul 10th 2018
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(Find the entire Internship Report at : https://www.behance.net/gallery/72987001/Femina-India-Summer-Internship-(June-July18)
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rachana.h.shete@gmail.com
+91 8511437300
Rachana Shete
Fashion Styling | Art Direction | Content Writing
PROJECT PORTFOLIO 2019