Sie sind auf Seite 1von 100

PLUCK INDIA

BENDING
THE BINARY
Is genderless dressing
the new normal?

F O R S A L E O N L Y Break the I S S U E I

Mould
I N T H E I N D I A N S U B C O N T I N E N T
Spring 2018
₹. 300
Pheobe

F E A T U R E

The present, the concrete,


Lifestyle F E A T U R E

Feeling myself too ill-instructed


and the human
Journal to instruct others
Pheobe

F E A T U R E

The present, the concrete,


Lifestyle F E A T U R E

Feeling myself too ill-instructed


and the human
Journal to instruct others
SUSTAINABLE | BESPOKE | UPCYCLED

www.latasita.in
Celebrating the
timeless craft of Kalamkari

www.desicallyethnic.com
Sarees | Jackets and Tops | Dupattas | Kurtas | Dresses | Blouses | Skirts and Bottomwear | Accessories | Home Decor

Follow Desicallyethnic on
TEAM PLUCK

Cover Feature
E D I T O R - I N - C H I E F

Karishma Sehgal

S E N I O R E D I T O R

Divya Arora

E D I T O R I A L C O N T R I B U T O R S

Divya Arora
Jasleen Arora
Paridhi Garg
Noor Sethi

P H O T G R A P H E R S

Paridhi Garg
Divya Arora
Jasleen Arora

S T Y L I S T S

Noor Sethi
Jasleen Arora
Karishma Sehgal

H A I R A N D M A K E U P

Jasleen Arora

L A Y O U T

Divya Arora
Paridhi Garg
Karishma Sehgal

W R I T E T O U S

edit@pluckmag.com

F O L L O W U S The way we dress is changing. From the dismantling of strict formal


@pluckmagazine attire and workwear codes to the rise and rise of streetwear, the mix
of clothes in our closets is ever-evolving, and the latest boundary
being broken down is the distinction between what constutes as
masculine versus feminine.

6
Guest Features
S C R E E N W R I T E R

A N D N O V E L I S T

Durjoy Dutta
@ dutta.durjoy

T R E N D F O R E C A S T E R

A N D D E S I G N E R

Geraldine Wharry
@trendatelierbygeraldinewharry

F I L M M A K E R

A N D D O C T O R

Arjun Suri
@arjunsuri

7
PLUCK
Contents : Spring 2018

PARDON MY FRENCH
Bending the Binary 15

The Great Escape 20

Here Come the Mirror Men 28


POINT BLANK
Courage of the Caurs 64

PADDLE YOUR OWN Beware! You’re Being Greenwashed! 66

CANOE Marriage in the Age of Tinder 68

Meet the Sheroes 70


Yes We Can! 42
Reimagining the Future of Trend
Jesters of the Digital Age 50
Forecasting 74
Once a Doctor Always a Filmmaker 52
Beyond the Mainstream 78
Solemate: The rise of the sneaker culture 56
From North Westeros to North India 80
Tête-à-Tête with Durjoy Datta 60
The Fruitful Millionnaire 82

IN THE PICTURE
The A-Z of the Year’s Most Talked About 86

The Degi-feminists 92

The X-Factor 93

Pluck Horoscope 95

Pluck Loves 97

8
What is fashion, if not the promise that you
may create yourself, however you see fit? In a
world, where the gender norms are questioned
on a daily basis and the lines between uber
masculinity and coy feminity blurred, who is to
say who’s the boy or who’s the girl. Breaking the
boundaries in all aspects, are the millennials of
today. From Genderless fashion to Genderless
beauty, men and women are picking
out clothes from each other’s wardrobes,
sharing clothes, using the same make-up.

In our cover story for the Spring 2018 issue,


we’ve explored and questioned the blurring
boundaries, archaic gender roles and
destructive hashtags prevalent in today’s
time. On a quest to uncover the mystery of
gender-bend, PLUCK has also talked about
E D I T O R ’ S
the mirror men who love and adore makeup,

N O T E
inspired by the beauty boys of Instagram.

‘Paddle my canoe’, features people from


all walks of life who were daring enough to
question the stereotype and break out of it.
‘Point Blank’ investigates and looks deeper
into the life of people from different walks of
life. ‘In the picture’ talks about the A-Z of last
year’s favorite picks from around the world.

The editorial talks about the great escape of


two circus getaways. Don’t you all want to run
away and break away from the rigid rules and
regulations of the society? Team Pluck has had
great fun working for the stories in this issue.
Hope you enjoy the issue as much as we do.

Karishma Sehgal
E D I T O R - I N - C H I E F

10
Soft, breathable and 100% natural
www.andamen.com
12
Pardon
My
French
An ode to the non-conformists and the
free-willed. Here are stories of individuals
unafraid of breaking free from the shackles
of the society’s defined rules and unafraid
to be different, because to them, being
themselves is more important.

13
FASHION

Bending the
Binary

Gender fluidity in fashion may not have achieved the conventional status as of yet, but if runway showcases by many celebrated
international designers are to go by, it surely is a trend that’s catching on. Gender lines in fashion are fast blurring and its
proponents, fast multiplying.

W O R D S D I V YA A R O R A , JA S L EEN A R O R A , K A R I S H M A S EH G A L

S T Y L I N G K ARISHMA SEHGAL, NOOR SETHI

P H O T O G R A P H Y D I V YA A R O R A

T A L E N T S T UA R T CO U R T, S H ERWIN CO U R T, KO M A L JA IN

14
FA R F RO M
TIMID

Sherwin is wearing
short shorts
teamed with
knee-high socks
and boots adding
finishing touches
with a fanny pack.

2
I A M N O T A B O Y .
I A M N O T A G I R L .
I A M I .

Gender bending isn’t a new concept, sartorially speaking. Three decades ago, Jean Paul
Gaultier championed skirts for dudes. Long before that, Coco Chanel turned the classic
men’s business shirt into a woman’s best friend. Still, the recent erosion of “for her” and
“for him” is distinct in its underlying attitude – one that is less about subverting gender
norms than abandoning them altogether. PLUCK takes you on a journey through the past,
present and future of gender fluid fashion.

B L A S T F R O M TH E PA S T mirrored and graceful with drapes like shawls, anarkalis, lungis,


Androgyny as a trend sets its roots in the early 20th kurtas, salwars and churidars being an important component of
century, and eminent designers like Coco Chanel, Yves Saint India’s unisex fashion grammar.
Laurent and Jean-Paul Gautlier were amongst the first few to
spearhead this progression. In the 1910’s, Coco Chanel liberated G E N D E R F L U I D I T Y I N I T S P R E S E N T S TAT E
women by introducing masculine-like silhouettes, giving them the Never before has the complexity and fluidity of gender
option of wearing pants and freeing them of corsets, padding and been so recognised and represented in mainstream culture. There
Victorian-styled staples. Katharine Hepburn, in the late 30’s, to get are transgender TV stars (Laverne Cox of Orange Is The New
back her confiscated pants, walked around the sets of her film in Black) and chief executive officers (Martine Rothblatt of United
her silk underwear. Borrowing from the boy’s club became a social Therapeutics). Bruce Jenner, the Olympic and reality-TV star,
statement in the 1960’s and YSL’s ‘Le Smoking’ - a menswear is now embracing a long-suppressed female identity as Caitlyn
inspired tuxedo, tailored for women, revolutionized fashion at a Jenner.
time when culturally conscious baby boomers were still struggling Genderless fashion implies a modern way of thinking. It
to adapt to the second-wave feminism, avoiding to talk about is building momentum within the industry which is only getting
fashion. To assert more equality between sexes, Saint Laurent’s stronger. Currently, more people understand the concept and are
models would always go braless under sheer organza. willing to wear a “genderless” piece. The stereotype of what makes
a woman a woman and a man a man is old fashioned. The world is
Up until now, the focus had always been on women changing and genderless fashion plays a big part in that.
breaking free of the stereotypical gender norms. Enter the
Peacock Revolution, time for the men to break the shackles as Unisex clothing is all in the rage right now and that’s
well, spear-headed by the Beatles, David Bowie, Marc Bolan, what high-end British department store Selfridges would
and Jimi Hendrix. Men were exploring and embracing feminine have customers believe as it launches what it calls “Agender” – a
silhouettes, growing their hair long, wearing tights, applying shopping space that blurs gender lines. The retailer’s flagship store
‘guyliner’, without worrying about their sexuality or masculinity, on London’s Oxford Street has replaced its men’s and women’s
aggressively defending metrosexuality. Prince, with his silk departments with three floors of unisex clothing, revamped
jumpsuits or heels, completely blurred out the lines between beauty and fashion accessories, and non gender-specific displays
the sexes. Sexy to men, masculine to ladies and Drag queen to (meaning no male and female mannequins).
gay men, Grace Jones exuded an aggressive type of femininity.
In her own words, “I am my own sugar daddy. I’ve a very strong A shift in gender boundaries that’s less revolutionary than
male side, which I developed to protect my female side. If I want a evolutionary, today’s blur of the sexes is an organic outgrowth of a
diamond necklace, I can go buy myself one.” She gave androgyny changing attitude in the culture as a whole. Like our clothing, we’re
its cultural implication and power. becoming more relaxed about it all. In our minds there isn’t really
any gender sorting, we as a society are just starting to see things
A direct rejection of Machoism, Kurt Cobain, rocked the this way. People have many definitions for their gender, so it seems
Grunge trend by playing with his long blonde locks, eyeliner and foolish that with clothes one has to pick: man or woman.
dresses.
Historically, pre-colonial India has seen its royalty In Indian fashion, modern androgyny got off to a slow
embrace gender fluidity as easily as its western counterparts. The start. A few Indian designers managed to turn heads and get
traditional male outfits of Rajasthan and Gujarat are colourful, the attention of the industry with his curious long tunics with

16
SOCIAL POLICE
MAY BACK OFF!

Komal has layred


an oversized
sweatshirt with
a baggy tee
and panelled
sweatpants.
Stuart is wearing
a tropical T-shirt
over a basic shirt.

Hey Boy,

Hey Girl.

BOOT BRIGADE

Komal’s look is completed with pointy


black boots.

17
side slits. The tunic, which fitted
brilliantly into the wardrobe of both
NO LIMITS
men and women, quickly made
waves. One such edgy designer CLUB
in question was Dhruv Kapoor
of DRVV who has carved a niche
for himself by reinterpreting fey
masculinity in Indian fashion. Pranav
Mishra, co-founder of fashion
label Huemn, interprets androgyny
differently. For him, it is more than
just a trend; it is a mood and it is
part of a gender-bender movement.
Huemn’s raw and sensual collection
for Amazon Fashion Week Summer/
Resort 2017 was Mishra’s take on
street wear and was inspired by the
luxury fashion market. There is an
underlying element of sports luxe too.

Seminal androgynous
fashion has come out of Rajesh
Pratap Singh’s atelier. Pinstriped
waistcoats, collared shirts, bow
ties and combat boots. This is how
Rajesh Pratap Singh sent his models
down the runway. If you’re thinking it
was the men strolling out in outfits
reminiscent of schoolboy uniforms,
think again. It was his women, while
the men wore florals with their
denim trucker jackets. It was a flip
that cemented his spring/summer
collection as a study in androgyny.
thinking society. The potential
dissolution of gender has become
A MOVE TO AN a reality in the present times and as
U N G E N D E R E D F U T U R E ? The predefined roles get blurry, so does
burning question for the generation the way we dress. Worldwide, when
gender neutral remains, is the binary the socio, religious and economic
bend a passing trend or is it here mindsets of people and governments L O N G L I V E ,
to stay? For a culture like ours, with are getting narrower by the day, it
its thrust on uber masculinity and becomes fashion’s responsibility to G E N D E R - B E N D !
coy femininity, adjusting to the idea put forward a genderless, inclusive
might be difficult but not impossible. and free spirited, best face forward.
Tridha is a school in Mumbai with The fashion industry’s future lies in
genderless uniforms. In a country understanding and giving voice to
that has rigid gender norms, fashion the generation Z, making them truly
is letting us move towards a forward free and independent. q

18
C H O I C E S O F M Y
O W N

Stuart has teamed up an


oversized blazer with a printed
shirt along with a deconstructed
layering of the classic white shirt.
He completes the look with
knee-high socks and sneakers.
EDITORIAL

S P O T L I G H T O N

Jasleen is wearing: Thrifted


clown pants, turtle neck from
H&M, shoes from Y.R.U. Asos

20 Noor is wearing: Pants from


Zara, thrifted clown top, heels
from Zara
The Great
Escape
The confines of the circus stifled them so they
escped in the hope of liberation, carrying their
identity wherever they went.

C O N C E P T K ARISHMA SEHGAL

P H O T O G R A P H Y D I V YA A R O R A , PA R ID H I G A R G

S T Y L I N G K A R I S H M A S E H G A L , N O O R S E T H I , J A S L E E N A R O R A

21
S P O T L I G H T O N

Jasleen is wearing: Thrifted


clown pants, turtle neck from
H&M, shoes from Y.R.U. Asos

Noor is wearing: Pants from


Zara, thrifted clown top, heels
from Zara
S P O T L I G H T O N

Jasleen
B L I isNwearing:
G I T Thrifted
B A B Y
clown pants, turtle neck from
Jasleen
H&M, shoes is wearing:
from Y.R.U. Asos
Thrifted
holo dress thrifted, leggings
Noor is wearing: Pants from
from Koovs, shoes from shein.
Zara, thrifted clown top, heels
com
from Zara

22
1
M E T A L
M I S T I Q U E

Noor is wearing: Skirt from


Zara, top from Vero moda,
shoes from Forever21

23
2
C O M I N G T O
T O W N

Jasleen is wearing: Ruffled


dress from Top Shop, stockings
from Forever 21, heels from
Catwalk
F E E L I N G T H E
M A G I C

Noor is wearing: Shoes and


blazer from Forever21, dress
from Zara
T H E R I N G
L E A D E R

Jasleen is wearing: Dress from


Koovs, skirt & stockings from
Forever21, heels from Zara
C H A S I N G
F R E E D O M

Jasleen is wearing: Skirt


from shein.com, top from
Vero Moda , stockings from
Forever21 and shoes from
Adidas Originals x Jeremy
Scott
P I T O F
C U R I O S I T I E S
CAPTION

About the look...


design for a particular
person and I design for
the woman I wanted to
be, the woman I used
to be, and—to some
degree—of. I always

J U M P S U I T
P A N T S

R I N G

B Y
Stella McCartney
B Y
B Y

Pomellato
The Row

Beware the
Preachers
J U M P S U I T
P A N T S

R I N G

B Y
Stella McCartney
B Y
B Y

Pomellato
The Row

31
CAPTION

About the look...design


for a particular person and I
design for the woman I wanted
to be, the woman I used to be,
and—to some degree—of. I
always
H O M E C O M I N G

Jasleen is wearing: Turtle neck


from H&M, thrifted skirt, pants
from Henry Holland for Koovs,
and shoes from Y.R.U ASOS

Noor is wearing: Turtle neck


from H&M, maxi dress from
New Look, denim jacket from
Koovs and shoes from Zara
BEAUTY

Here Come the


Mirror Men
We’re in an age where men wearing makeup is no longer unheard of. Owing to the
emergence of male beauty influencers like Coverboy James Charles and beauty
mogul Jeffree Star, makeup is in the early stages of becoming more gender-inclu-
sive, and the social media has a huge part to play in making this possible.
.
W O R D S DI V YA A ROR A

P H O T O G R A P H Y & M A K E - U P JA SLE E N A ROR A

T A L E N T N AV E E N AG G A RWA L

Gender roles are blurring, now more than ever. blue. European kings used to powder their faces and
In a time where designers and top brands are widening wear heels to look taller and to show power and status.
their markets by marketing their clothes as gender Romans dyed their hair. In China and Japan, men
fluid and neutral, it’s reasonable that fashion’s younger colored their nails with egg and gelatin to assert their
but comparatively more tolerant sister, beauty, join the privilege and status. In South Korea, all pop stars have
bandwagon as well. Some use clothing to express and been wearing BB creams, Eyeliners and Eyeshadows
explore, some use art. since years.

In the ‘selfie-obsessed’ generation, availability Hitherto, Men have been shy and coy while
of camera phones and the constant pressure of being on purchasing foundations and other beauty products from
social media has made men more and more conscious the departmental stores. They would just borrow from
about how they look. In this generation Z’s world, where their girlfriend’s or sister’s vanity without actually buying
Instagram likes and Tinder swipes establishes how for themselves. The brands also had limited shades and
popular and worthy you are, more and more men have products that would cater to both the sexes. Times have
added makeup to their everyday routine. Looking good changed now, brands have increasingly recognized the
is more than just a suit and a watch. It’s also about how wide demographic and hyper-consumerist economy
confident and camera-ready you feel. If a little concealer that this world is. Part of the reason metrosexuality
helps you hide the zits or acne, applying ‘guyliner’ happened was because in a consumerist society,
makes you feel like a rockstar and the powder works you can’t have half of the people sitting at home, not
as an instant cure to puffy eyes or a bad hangover, buying things. In 2008, YSL released the male version
there’s absolutely no harm in investing in a makeup kit, of Touche éclat. Major beauty brands like Maybelline
irrespective of your gender. and M.A.C are collaborating and flaunting male faces on
their advertisements and stores. MAC collaborated and
Historically, men have always worn makeup. launched a gender-neutral range of products with Harry
The concept dates back to Ancient Egyptians, who and Peter Brant, who had been wearing makeup since
painted their eyelids with malachite and lined their High School. Gabriel Zamora has become the official
eyes with Kohl. It was believed that green eye shadow ambassador for MAC. James Charles was the first male
would evoke gods Horus and Ra to ward off harmful model to be the CoverGirl Ambassador, Maybelline
illness. Ancient Brit warriors contoured their faces in New York tapped Manny Gutierrez and Rimmel

34
35
London employed Lewys Ball. To ease the process of
buying makeup for men, MMUK has chosen online fashion giant
ASOS as their portal for the compulsive shoppers.

Gary Thompson, @theplasticboy, another beauty


boy of instagram, tells Byrdie that,” This year alone, I’ve bought
24 foundations and it’s not even Christmas yet.”

Makeup is no more considered as a necessary evil but


as a means to empower, any and every person who’s an artist
and can use this as an armor, an instant boost of confidence in a
filter flooded, over judgmental world. Women have had to deal
with the pressure of a perfect imagery the brands and media
created using photoshopped and perfect figure models. Now,
men are going through the same thing. There is a major surge in
men going to the salons for manicures, hair coloring and facials.
Not too long ago, moisturizer was considered girly and now it’s
a staple in every guy’s gym kit. In South Korea, male grooming
business in blooming with guys wearing light makeup everyday
to feel more confident. Even grooms have their own wedding
beauty rituals.

But why should men wearing make-up be classified


as a ‘trend’ or as feminization of men? Women wear pants and
drink beer all the time and that is never seen as them getting in
touch with their masculine side. It is not about men becoming
Nav
NNaveen applying lipstick and wearing ‘guyliner’

‘gay’ or ‘too girly’. You don’t have to be gay to be flamboyant.


It’s about them becoming everything. If women can be
encouraged to be everything and be out there, so could the
men be. Make-up is a form of self-expression and it shouldn’t
stop you from liberating and freeing yourself. It’s breaking down
the stereotype and in doing so, more men wear makeup less for
‘covering up’ but for ‘expression’. The beauty boys of instagram
have their own aesthetic and they’re not Drag.

When the typical gender roles are reversed, women


do plenty of looking and men are plenty looked at( by women,
other men and themselves). Women are no more shamed for
wearing too much makeup and the men are no more restricted
to just protein shakes, beards, triceps, abs and poses. Elvis
Presley and David Bowle rocked makeup and were proud of it.
Johnny Depp rocked Kohl better than a moody goth teen.

In Hollywood, Clark Gable’s polished look was the first


example of ‘metrosexual beauty’. In the early 2000’s, Jared
Leto and Adam Lambert got the ‘guyliner’ the much needed
popularity. The general notion regarding the idea of men
wearing makeup was that Rock Stars and Circus performers
aside, real men can’t apply makeup. It’s too feminine. L’Oréal in
collaboration with Jake Jamie, made it a mission to de-gender
makeup. Men are asked to tone down their makeup at
workspace while their female counterparts can apply as many
layers as they want. For models, it’s pretty obvious, they’ll apply
concealer and highlighter to look great on the ramp, but what
about the average man?

36
“Make-up is a form of art and there is no gender for beauty, no
gender for creation.”, says Naveen, a make-up enthusiast from
the capital.

“ I didn’t just feel beautiful or handsome, I was outwardly things into categories, archaic gender ideas or destructive
so. And for one of the first occasions, my outward and inner hashtags. People judge others far too easily without knowing
beauties merged together, my light bright from within and who they’re judging. You don’t have to like it, but you can’t decide
sparkling from highlight.”, James Charles tells Teen Vogue. what other people of any gender can put on their faces, and
with a contour and a highlight that can light up the entire village,
In August 2017, it was announced that the French men deserve free cocktails and not close minded criticism. 2017
President, Emmanuel Macron had spent $30,000 on makeup has been a great year for gender inclusivity and in the decades
in three months, ever since he had assumed office. Alexander to come, male focused cosmetic products are going to be a
the great was ridiculed throughout ancient literature for permanent feature of beauty halls.
wearing makeup. He was undefeated in battle and ruled the
largest empire of the Ancient world. Go, figure. In the words of Jake-Jamie Ward, the beauty boy of
Instagram,“I believe we’ll look back in five years and say, I can’t
We’re all made-up. It’s time we stopped throwing believe that was ever an issue.” q

“Make up is the paint, our face the canvas, and we’re the
artists.”, says Mansi Middha, owner and celebrity make up
artist at Mansi Middha Makeovers, New Delhi.

37
REDEFINING HOW THE
WORLD SEES HOME DECOR
Paddle
Your Own
Canoe
An ode to the non-conformists and the free-willed.
Here are stories of individuals unafraid of breaking
free from the shackles of the society’s defined rules
and unafraid to be different, because to them, being
themselves is more important.

39
PADDLE
YOUR
OWN
CANOE
Set out to do things their own way and tread
a path less taken, these individuals are carving
a niche for themselves against all odds - truly
winners in their own right.

40
41
B E I N G M Y O W N
D R I V I N G F O R C E

42
LIFESTYLE

As women today are sidestepping preconceived


notions and crossing over into roles that have
historically been populated by men, PLUCK
reimagines women in jobs that are unthinakable to
be up “the weaker sex’s” alley.

Yes We
Can!
C O N C E P T N O O R S E T H I

W O R D S K A R I S H M A S E H G A L

P H O T O G R A P H Y J A S L E E N A R O R A

43
P A I N T I N G M Y
O W N D R E A M S
In our society, numerous jobs come with a
gender-stereotype tag. For instance, the job
of a nurse is thought to be fit for a woman,
whereas that of a plumber is a man’s domain.

These stereotypes, to a huge extent, impact


the way we think and act. Would you give
a female electrician the same amount of
respect and independence to do her job?

Perhaps not.

45
46
M A R C H I N G T O
47
M Y O W N B E A T S
C A R V I N G M Y
O W N N I C H E

1
2
ENTERTAINMENT

Graphic designer Akshar Pathak parodies the blogging


community on his social media accounts
Source: Instagram

Jesters of the
American actor Tom Lenk recreates celebrity red carpet
looks with trash
Digital Age
Source: Instagram

In today’s appearance-driven world where there’s so much madness for materialism,


sometimes, finding humour in the darkest of places and times is a means of respite, even if it is
a momentary one.

A
W O R D S K A R I S H M A S E H G A L

green smoothie sipping, head-to-toe These digital jesters delve into the lives, habits and
Gucci-clad fashion blogger here; a doc- idiosyncrasies of people that are huge drivers of popular
tor-turned-model with a Greek God-esque culture. Except, instead of fawning over bigwigs like their
physique there — scroll through your fans do, their work features more of satirical takedowns that
Instagram feed and you’ll see, such visuals are are flippant, sassy and parodic. They also touch a chord with
hardly a rarity. the internet’s millennial community with their wisecracks
about first world problems, aspirations and insecurities that
Today, the barrage of Instagram and Twitter influencers Generation Y often deals with.
sharing daily posts of their impeccably put-together #OOTDs
and their exotic #Travelgrams may compel you to rethink Internet’s Funny Folks
your #Lifegoals. Amidst the brouhaha of these seemingly Akshar Pathak, graphic designer by profession and creator
picture-perfect lifestyles, however, is a far more real and of the famous ‘Minimal Bollywood Poster’ series, has a huge
relatable faction of social media tastemakers (with a sense of social media following for reasons far too many — possibly
humour) who are are also gaining ground. We call them the the greatest one being his penchant for wry humour seen in
jesters of the digital age. the digs he takes at the blogging and influencer culture that

50
is so rampant today. Describing himself bubbles voicing out modern-day troubles; collection of memes.
as a “Food Blogger, Travel Blogger, Brands Saying Bae — the Twitter leader
The industry is also increasingly using
Fashion Blogger, Lifestyle Blogger, for mocking the things companies do
memes to bring to light plagiarism that
Health Blogger, Fitness Blogger, Tech to sound cool; and girlwithnojob — an
happens in fashion. Designer Alexander
Blogger, Blog Blogger” on his Instagram Instagram meme account run by Claudia
Wang took the meme route to accuse
and Twitter bios, you’ll see Pathak Oshry Soffer.
Philipp Plein for copying the set from his
making a mockery of everything that debut collaboration show with H&M in
bloggers typically do — from staging Making Memes Fashion Inclusive 2014. Philipp Plein used strikingly similar
the perfect frames for pictures to having In recent times, fashion has, to a great sets, props, accessories and performers at
opinions about everything under the sun. extent, aimed at becoming more inclusive his Milan Fashion Week Men’s A/W 2017
by embracing models of varied ethnicities, showcase.
Another popular presence on the plus-size and transgender models, and
internet, whose true identity is a mystery, even those with disabilities. With the rise
Pakalu Papito (which is the name he uses of social media giving the world a peek
on Twitter and Instagram), is best known into the earlier exclusive fashion industry,
for his self-deprecating humour, hilarious especially on platforms like Instagram
memes and random rants about life that, and Snapchat, it has become very easy for
if anything, are highly relatable. Dropping fashion biggies to be called out for their
truth bombs like, “later is the best time to offensive and irresponsible behaviour.
do anything”, Pakalu Papito has earned There is now a free-flow of ideas amongst
himself a following of close to 5 million people and fashion brands, and needless
on Twitter and 418 K on Instagram. His to say, being an industry with such
bio says that works at a gas station, but great power to influence, fashion has a
nobody really knows. responsibility to uphold, now even more
so.
Insta-famous humorist and actor, Celeste Designer Alexander Wang used a meme to accuse
Philipp Plein for copying his old set in his A/W showcase
Barber, does hilarious interpretations of As fashion is getting more accessible
Source: Instagram
celebrity photo shoots on Instagram. and social media pervasive, interestingly,
Taking jibes at the unrealistic standards it is also hugely embracing the meme It turns out that in today’s appearance-
of beauty and perfection that the media culture. Earlier this year, Elliot Tebele, driven world where there’s so much
normalises, Barber is as real and relatable better known as FuckJerry from his madness for materialism, sometimes,
as can get. Following a similar style, Tom popular Instagram meme account finding humour in the darkest of places
Lenk recreates red carpet looks donned walked the ramp for at Ermenegildo and times is a means of respite, even if it is
by celebrities, using trash. It is both, Zegna’s FW17 show at the Milan Fashion momentary. q
amusing and impressive.

Taking the drollery a notch further, Earlier this year,


Vetememes does a fun play on the
works of the label, Vetements, that has
Elliot Tebele, better
taken the world of fashion by storm.
known as FuckJerry
Started by Davil Tran, Vetememes is
perhaps fashion’s first real-life meme from his popular
label that offers clothing similar to
that of the high fashion house at a
Instagram meme
fraction of the original’s cost. Tran also
account walked
recently went on to launch another line
of clothing by the name, Boolenciaga, the ramp for at
which is Balenciaga’s copycat cousin.
Ermenegildo
Other noteworthy mentions of
Gucci ran the #TFWGucci meme campaign for its new Zegna’s FW17
accounts that have made the internet watch launch (Source: Gucci.com)
an entertaining place include Texts Week. In March, Gucci unveiled the show at the Milan
Fashion Week.
from your Existentialist — an Instagram #TFWGucci campaign, wherein the Italian
account created by Los Angeles based fashion house empanelled with meme
artist April Eileen Henry that shares artists for the launch of its “Le Marché
images of classical paintings with speech des Merveilles” watch collection with a

51
ART & CULTURE

“I am self admittedly
one of the worst writers
in the country” - Durjoy
Dutta
He’s the poster boy of Indian romance novels. His work may not feature amongst the
favourites of the literary geniuses of the world, but he has a dedicated fan-following
queing up to grab the first signed copies of his books whenever they release.

W O R D S J A S L E E N A R O R A

52
You’re one of India’s the last seven years. Writers like
leading bestselling authors with Preeti Shenoy and Ravinder Singh
fourteen novels published over the have made their mark in the industry
course of 9 years. How do you think because of their writing
being romance centric.
“You can go back and forth in this
life would’ve panned out if you
hadn’t decided on being a full-time conversation as much you want
writer? At one of and ask me “Why do your books
For someone who has built your your TedX talks in
sell?” constantly. My books sell
a life around writing, be it novels, early 2014 , you spoke
short stories, blogs, television or about being an author because they’re engaging.”
movies, I have never sat down and and in your words,
thought why I write instead of being I quote “Im definitely not one of under the radar and i have my own
on an oil rig or a car manufacturing the best writers in the country, if niche audience and a following
plant or designing a marketing anything else I’m one of the worst. which is sort of dedicated.
plan for a soap or selling financial I’m just a commercial author whose
products all of which I have been books sell”. Can you shed some
What are your views
trained and educated. Believe it or light on this ?
on the literal circuit and literary
not, I’m an engineer andI did my (Laughs) How many TedX
events that happen in India ? How
post graduation in management, talks did you see? They’re so bad and
much of it is about people actually
so it wasn’t easy. In 2011, I was also, I’m self admittedly one of the
getting together to celebrate good
working with American Express as a worst writers in the country. Its not
writing versus it being just another
marketing analyst and quitting my humility, its just being self-aware.
p3 event for socialites and pseudo
job to be a full-time writer was the Just like I wouldn’t say I have a better
intellects to be spotted at?
most difficult decision I’ve had to body than Ranveer Singh, its a very
First of all, these can’t
take in my life. objective thing to say that I’m a bad
fall into the category of pseudo
author. I’m the worst writer amongst
intellects or P3 socialites because
What’s your personal the writers whose books I’ve read till
these guys are not talked about
favorite literary genre and who is the very end. You can go back and
enough. Being a writer is not about
your favorite author? forth in this conversation as much
being famous in a county like India.
I think that keeps on you want and ask me “Why do your
Some literature festivals like the
changing, if i say something today its books sell?” constantly, my books
ones in Jaipur and Bangalore are an
going to change three months down sell because they’re engaging. A lot
exception because the turnout is
the line. The genre which is always of people I know try writing books
huge. It is very commercial though
going to be on the top of my list and they get caught into either trying
nowadays, but its not necessarily a
because i’ve never even come close to ape someone in terms of writing
bad thing. At such events you have
to writing is fantasy. Also, i’ve grown quality or they just don’t know how to
to make everything sound exciting,
up reading a lot of fantasy books like tell a story. So, there are worse writers
even if there’s a movie promotion
Harry Potter series, Game of Thrones, than me but you would not hear their
and 300 people come to the event to
Philip Pullman etc. so, fantasy writing name in the industry.
see a movie star and buy a random
has always been the dream. Where do you place
book, there is a ripple effect created
yourself in the pantheon of Indian
which only adds to the society in
What are your views on writers?
terms of readers and critics. In my
the current crop of fiction writers? (Laughs) Im the Zeus, since
opinion, these events should be more
Do you think a lot of them choose you said Pantheon. I’m actually very
commercial and promoted well.
to write love stories because that’s uncomfortable with the idea of being
a definite formula for commercial known not because of my books. So,
As the digital revolution
success? if someone has read my books and
dominates the arts , how has it
No, I don’t think so. If there loves me or hates me it’s fine. For
changed your approach to your
was a definite formula for success, example, writers like Chetan Bhagat
craft? Has social media a big
there would be more authors writing or Amish Tripathi, a lot of people
influence in your field?
the same genre but there’s hardly know of them but they haven’t read
four of us and we’ve been there since their books. Im the one who flies

53
No, not
really. Social media
has made the
entire process very
complex because
now you feel like
you constantly have
to be on your toes,
driving people into
buying books which
was not the case
earlier where you
just wrote a book
and forget about it,
your publishers took
care of the rest. Now
there’s an entire
team dedicated
to improving
your social media
and keeping it
interesting, so
you sell more and
more. Its partly also
the reason why television shows
My readership starts from
don’t work anymore because one
12, actually. The key to keep young
can easily spend half an hour on
Facebook just scrolling through.
readers engaged is to write stories
they can connect to. You build
RAPID FIRE WITH
Social media has made some dent
into the readership for sure.
a character in such a way that it
connects with the audience. q
DURJOY
You started your own
publishing house right after you Essentials on your bedside table ?
graduated from management A book and a lamp,
school, back in 2011, at such an early
phase in your career how did that Book character you identify with?
work out for you? Is that something All male characters in David Nicole’s books.
you still aspire to do?

Creative mind that you admire the most?


It was something that I Salman Rushdie
wanted to do and it was absolutely
amazing to be your own master Your idea of perfect happiness is?
and to do something you’re deeply Peace of mind. I just don’t want to be bothered.
connected to which in my case is
reading and writing books. A day in
Do you ever google yourself?
my life when I was running Grapevine
India was to read manuscripts all day
All the time.
and write my own books side by side.
Trust me when i say this, it was the A word you overuse
best phase of my life but sadly we It keeps on changing, right now it is ‘perplexed’.
had to part ways.
Last book you read.
Your readership audience
The Churn of Ocean by Sanjiv Sahni
is mostly teenagers, starting
from age 14, How do you keep the First book you ever read.
youngsters engaged into keep ‘A Room on the Roof’ by Ruskin Bond
reading your books?

54
LIFESTYLE

Once a Doctor, Always


a Filmmaker!
In a tête-à-tête with Arjun Suri, a doctor turned filmmaker, who faced all kinds of
odds to pursue his passion and ultimately turn it into his profession. In a candid
conversation with PLUCK, Arjun talks about his initial projects, post MBBS and the
innate struggle that was his everyday routine, of venturing out into a completely
unknown space and genre of work.

W O R D S D I V Y A A R O R A

What made you take the leap of experience and industry contacts I gained biggest hurdle but more often than not - the
faith? Was it an impulsive decision or you there made the transition extremely smooth. hurdle, is the way.
knew you wanted to be a film-maker all
along? What kept you going? What was Are you a self taught film-maker
— harder- Getting started or to be able to keep or you’ve acquired some form of formal
Arjun: It wasn’t really a leap at all going? education for the same? What is your advice
but a slow and deliberate process. I’d been — going to be for the people looking for a
writing and directing plays and short films at Arjun: I wish I could say that one can similar career direction?
med-school for a very long time. I was majorly keep going only out of love for the craft. While —
into photography and that took an interesting that may exist, the fight to wake up every Arjun: Narrative cinema is something
turn when a friend asked me to shoot a film for morning and face the blank page is very real. I couldn’t have gotten good at without the
his brother’s wedding. I wasn’t confident that I But at the end of the day, the gratification remarkable teachers at Whistling Woods
could pull it off and quoted a ridiculous amount one gets from doing what one loves is International, Mumbai. I’ve made about
of money hoping that he’d turn me down - but uncomparable to anything. I wouldn’t trade twenty-three short films in the last four years
he agreed! Pulling a one-man show meant that that with anything in the world. and only on watching the last three, can I say
I had to learn everything on the job. It did fall “This is exactly how it played in my head!”. It
into place eventually and at the screening their takes practice, like any craft.
family had tears in their eyes. What were your initial projects Whatever you do, just know that
like? How was the experience like diving great stories come from personal experience
What was the transition like? Were into a completely unfamiliar genre of work? so get plenty of that before you set foot in a
the people around you supportive or you What has been the biggest hurdle in your film school.
were ridiculed for being too ambitious? journey?
— — What makes a film great to you?
Arjun: I don’t concern myself with Arjun: All the short films I made What films have been influential and
what others think so whether it’s praise or in film school were horrible! They were inspiring to you and why?
doubt - it doesn’t matter as long as I’m happy outrageously overthought/under-executed —
with what I’m doing. My parents have always films - but I love them, because they taught Arjun: If a film is engaging and
been supportive but were rightly concerned me everything I know. Talking about making eventually helps you understanding a little
about the possibility of not being able to make films and making films are two very different something about yourself or the world around
a living out of filmmaking. This was very short things. You have to put yourself out there you, I’d put it right up there with the greats.
lived since the wedding film business really and fail in order to get anywhere close to There have been so many of them! Major
took off. I spent two years making those; then developing your craft. If one of my film school influences would be (in no particular order)
took whatever I made and headed to Mumbai shorts worked, I knew I’d stopped challenging Bresson, Haneke, Ostlund, Hitchcock, Truffaut,
and joined a film school. The knowledge, myself and set out to fail again. That is the Kieslowski and the Coen brothers. I was

56
Source: The Blink Arts

recently blown
and are slowly dying?
away by Ostlund’s “The
__
Square” - that is some
Arjun: I think they’re
great cinema!
only just getting started,
especially in India where the
They say it’s all
audience is bored of what
been done and we’ve
they’re being fed! You should
seen it all. How do you
see the cinema loving crowds
stay original in the time of
at IFFI or Mumbai Film Festival
aggressive remakes and
every year!
plagiarism?

What has been your
Arjun: Give a
favourite project so far and
script to two different
why?
directors and they’ll
__
come back with two
Arjun: Since April, I’ve
completely different films.
been writing my first feature
If every idea comes from
film “Doctor, Doctor!” that
a thought that originated
goes into production early
with another idea, what
next year. It’s about a doctor
then, is original? Your own
and his to-be-doctor son -
distinct voice. Honest and
the idea, of course, stems
unfazed by commercial
from everything I’ve seen
pursuit.
in my life growing up in a
family and society of doctors and being
How do you keep your creative
one myself. This is part of a trilogy through
juices flowing? What’s your idea of taking that our cinema grows and starts to reflect
which I wish to explore and dissect the
a break? the diversity in this country rather than
Indian medical care and education system,
–– conform to the set “bollywood” model that
the values we as a society attribute to it and
Arjun: I think creativity is just a we have come to be known for.
why we as individuals eventually stand to
marketable word for engaging with an idea
fail.
while keeping your mind in tune with the Do you see films being created
world outside of it. As long as the idea holds by a more accessible medium like an
How’s your journey been like and
you, you don’t really need a break. Sure, I’d iPhone, in the coming times?
if there’s one thing you could go back and
stop for coffee from time to time but when __
change, what would it be? What’s your
I start doing that too often - it’s the idea that Arjun: It’s already happening!
suggestion to our readers, who want to
need to change. “Tangerines” (2015) was shot entirely on
take the leap but are hesitating to do so?
an iPhone. An Indian film “Zoo”, produced
__
How much has digital screening by Anurag Kashyap and directed by Shlok
Arjun: One can’t change the past,
platforms like Netflix and Amazon Prime Sharma was also shot entirely on an
why spend time thinking about it? To you
helped in giving space to young and iPhone. Equipment is not an excuse for not
out there who want to do pretty much
budding filmmakers? going out to make a film anymore.
anything in life - just do not let procrastina-
They’ve made so many great films
tion take a hold of you - it’s never going to
possible - I hope they continue to support Do you like film festivals? Do
be just right. I remember being frustrated
content from independent filmmakers so you feel the festivals have had their day
one night and scribbling on my bedroom

57
“I’ve made about twenty-three

short films in the last four years and only


wall : “The Perfect Place, Is Here. The Perfect Time, Is
Now”. It’s good to wake up to that every day and put
in the work.
on watching the last three, can I say “This is

Use one word to describe the future of


exactly how it played in my head!”.
the Indian film industry and your role in it.
__
Arjun: Possibilities. That’s all I can manage
in a word! If I had a sentence though, it’d probably
be that the future is very bright for anyone who has
a unique story and a fearless voice. Thank you for
having me do this, it was fun to reflect on things one
never really thinks about. q

58
1
59
FASHION

Solemate: The Rise


of the Sneakerhead
Culture
For many of us, buying a pair of sneakers is a chore. But for this sneaker head, there’s evidently
no greater joy than a fresh pair of kicks. PLUCK catches up with Sahil Nandal to know what fueled
this obsession and what sustains it.

W O R D S J A S L E E N A R O R A

P H O T O G R A P H Y P A R I D H I G A R G

Introduce yourself and what you do for a pointless and their resale value is insane, it What’s your story, how did you get into the
living? doesn’t justify the design and the worth of sneaker game?
My name is Sahil Nandal, Im grew up in Brazil the sneaker. I got my first pair of Jordans almost 10 years
and Japan but I’m settled in Delhi currently. back and I have been in the sneaker game
I’m an entrepreneur and I own a 3D printed Have you participated in events like the ever since. Back in college, when I didn’t have
jewellery brand called Mirakin. I also collect Sneaker conventions or have you lined up enough money I’d be trading pairs but now I
and re-sell sneakers for a living. for a particular shoe? just buy them. The re-sell the ones I have no
Yes, I have been to Sneaker Con once, I’m use of to buy the ones i do need.
How many shoes do you have in total? going again this year. I have lined up for a
I have around 145 pairs of kicks in total, particular shoe lots of times because I really What was the craziest thing you have done
mostly Jordans, but I try to buy exclusive wanted that pair quite badly. just to get a pair of shoes?
sneakers from other brands as well. So, Kaws x Jordan is one of the only hyped
How is the sneaker scene changing in India? kicks of the year that I really liked, design
Roughly how much does it cost you to get a The scene has instantly and rapidly changed color and detail wise. The pair was bound
pair of lets say, Jordans? this past year. With the rise of regular sneaker to drop on March 31st, so I spoke to 2 of my
The cost actually depends on the kind of update pages on social media, meet ups and sneaker plugs (one in USA and one in Japan)
Jordans you’re buying, but I do get a little launch events for hyped kicks from major to line up and find a way to get this sneaker; I
cheaper than retail prices because I have brands. It is just getting started though, we myself was bound to be in Japan the next day.
contacts in Japan and USA. On an average I are still decades behind major street wear Upon release, the sneaker sold out in minutes
would spend 180$ a pair and for Hype kicks it players such as Japan, USA etc, where people with almost no chance of a regular customer
would be around 400$ -450$. are so knowledgeable about kicks and street getting their hands on them. The need was
wear trends, it is more about their love and real though. I went to a Japanese resale store
What do you think about the increase of knowledge about kicks than showing off where I knew they were going to drop a the
the sneaker hype? there goodies. In India its the other way Kaws pair with a considerable markup, and
Increase of the sneaker hype is really round because not many people still know made a trade with my 1994 OG Supreme
necessary and important in India but some or care about the history of the kicks they are Box Logo Hoodie. It was really crazy as that
sneakers are hyped here for no reason, such wearing. Its a great start though, bound to particular shoe is now selling for 2000$. He
as the Yeezy. The pricing of the Yeezy is bloom here onwards. has become my friend since then and informs

60
1
Sahil Nandal with his extensive sneaker collection

me of every restock/release before it becomes lot more, you’d see random small time shop Older stuff is more valuable than new releases
official just to give me a heads up which is owners and people in markets wearing really in the future anyway, I think. New releases
what keeps me steps ahead of the rest. upbeat clothes because people around notice are just a matter of the hype game around
and compliment. Japanese street style has the time of their launch with no history
Does it affect you on a daily basis? Your influenced me in such a way that its main the whatsoever.
perspective on beauty? If you see people, reason my lifestyle is what it is right now.
the first thing you look at is their shoes and We hear that your sister and brother in law
not what they wear? Do you think all of this is worth it? are also into collecting sneakers, you’re
Yes, it does. But not just sneakers, a family of sneaker heads one
I do collect streetwear as well. So, I “I have around 145 pairs of kicks in total, would say. How do you feel about
do look at sneakers first but overall such support and interest your
mostly Jordans but I try to buy exclusive
look matters as well. family members have for your
sneakers from other brands as well.” lifestyle ?
How would you know if that Since my sister is 7 years older
particular shoe is exclusive? For me this is what happiness is, so it is totally than me, all my fashion and style choices
It depends on the collaboration, if its a worth the time, money and effort I’ve put into come from her. Reginald , my brother is law
collaborative shoe or a first edition or its if not building my collection. Most people collect is an even bigger street style fanatic that I
bound to release again. It also depends on stamps, postcards, rocks and stuff, I collect am. This is how we grow as a family, when
who designed them, history behind the shoe. sneakers and streetwear. we meet all we talk about is what new kicks
are dropping in the market, street culture,
Since you’ve grown up in Japan, what role If you had to pick 3 favorites from your what’s being hyped currently and the culture
do you think the Japanese culture has collection which ones would they be? it grows on you this way. As we meet, I realize I
played in your choice of lifestyle ? Kaws X Jordan, Jordan 5 Chinese New Year wouldn’t be a street head without them being
Japanese culture has played a huge role in me Special , Air Jordan 4 White Cement. with me throughout this journey my life has
being a sneaker head. I don’t think I would’ve been so far. q
cared more about street style and street Since everyone is buying new release
culture if I hadn’t been in Japan. In Japan right now, do you feel like there is more
people appreciate street wear, sneakers a opportunity collect older stuff?

61
62
Point Blank
Investigative pieces bringing to spotlight all that is relevant, fresh,
exciting and cutting edge in our community. These stories will force you
to think, to consider and to act.
CULTURE

The Courage
of Caur
Arpana Caur, a renowned contemporary Indian artist
talks to PLUCK about the trauma of 1984 and how it
gave greater depth and life to her creativity.

W O R D S N O O R S E T H I

P H O T O G R A P H Y P A R I D H I G A R G

64
A painting from ‘The World Moves On’ - Arpana Caur’s series on the 1984 riots
and inconsolable
T h e
widows exhaust
widespread
themselves in an
massacre of
obvious comment: a
thousands of
man unaffected by
Sikhs following
the violence around
Mrs Gandhi’s
him. The attitude of
as sas sination
selfish self-absorp-
was blamed
tion becomes the
on impromptu
recurring image in
mob violence.
the series. Set on a
All verifications
backdrop of vibrant
suggested
red and orange
that it was
on overwhelming
pre-planned for
canvases, the series
the anniversary
does more than
of Guru Nanak’s
leaving you with an
birthday and
after thought.
was simply
b r o u g h t
forward, with But the
one of the top names in Indian art, She
the government-controlled  ‘All India dark images have some shades of light
had been caught in the crossfire of
Radio’ constantly inciting the killers with as well. Birds and trees in full bloom form
hatred along with her mother Padma
the words “Take blood for blood”.  The the backdrop to many horrid images.
Shri Ajeet Caur that swept Delhi after
army  was confined to barracks for three “Nature always runs its course, finishing
Indira Gandhi’s assassination. They were
full days to allow free rein to organized a cycle. Gods don’t participate in human
thrown out of their house by the tenant
gangs carrying Sikh voter lists, armed tragedy, they just watch,” Caur explains.
during the massacre and were given
with identical steel rods and an unusually This is not her first series on the riots.The
shelter by an acquaintance in JNU for a
plentiful supply of kerosene, to go around Missing Audience series captured the
couple of months. Caur and her mother
the capital in municipal buses beating emotions running high amidst growing
would pile up blankets and medicines
and burning male Sikhs and gang-raping violence, immediately after the riots. The
to the riot affected colonies and refugee
women and young girls. Prominent brutal beast that man becomes in such
camps as they chose not to be cowards
Hindus and Sikhs begged the new Prime times is portrayed in terrible colours as
and stepped out of the house to help the
Minister,  Rajiv Gandhi, to order troops to are the reasons for it – violent repression.
needy. They described it as a chaos of
restore order. His chilling response was:
tragic chain of events which circled over
“When a big tree falls, the ground is Though the message is
cities and villages.
bound to shake”. The same scenes were palpable, no lessons were learnt. “Even
enacted throughout the country. after all this time, there is no justice.
The trauma of 1984, however,
It almost seems like that life has no
gave greater depth and life to Caur’s
Over 3,000 were slaughtered value in India”, says Arpana Caur when
creativity. Her series on the riots,  ‘World
on the streets of India’s capital over the asked about the role of justice in 1984
Goes On’, captures the terrible self-ab-
next three days. Much distinguishes massacre.
sorption of the civil society to the horrors
this pogrom from other communal
unleashed by mob violence. The series,
riots which have happened of late.  The Reams have been written
perhaps the only one of the ’84 riots, won
massacre continued for three days about the 1984 riots, but Caur’s canvas
her the Triennale award in 1986.
and the survivors of the riots say the say more than what thousands of words
nightmare continued even when they could. q
Caur has blended her
were taken into refugee camps, meant to
passionate response to the violent
shelter and look after them.
political reality, with a philosophical
approach. Simplicity is her mantra, an
The self-taught artist Arpana
account of what happened carries a
Caur, born in Delhi in 1954, has portrayed
most effective message.
her work of art inspired by sorrow and
the trauma of 1984 and the catharsis
The series begins with images
that followed set the canvas. Today
of tortured bodies, heaps of corpses

65
Beware!
You are Being
Greenwashed!

Fast fashion labels guilty of greenwashing

In recent times, the talk of sustainability and ethical fashion has garnered a
lot of media and consumer interest around the world. Numerous fast fashion
labels whose fundamental business model goes against the idea of sustainable
production, are now making “green” claims to lure responsible consumers, thereby
giving impetus to a trend called greenwashing.

W O R D S A N D A R T W O R K K ARISHMA SEHGAL
“100% organic cotton. Manufactured solely
using renewable energy generated from wind and
solar power.” — so reads the tag on a T-shirt from
Tips to make sustainable
the multinational Swedish clothing retailer, H&M’s
fashion choices
‘Conscious’ collection. Launched in the year 2011, H&M
Conscious is an initiative by the brand to mitigate Shop Mindfully - Remember, quality > quantity.
the ecological damage it causes, and to encourage Invest in organic fabrics, statement pieces, and stick
sustainable consumption among its buyers by offering
to a capsule wardrobe.
them a discount of 15% for handing in their old clothes
that it would later use to recycle. In theory, this seems like
a noble idea, but in reality, it is a possible greenwashing Upcycle and Donate - Instead of trashing a
tactic — brainwashing consumers to believe that the garments you’re bored of, upcycle them to create
brand is a lot more eco-friendly and socially-responsible
something new. Even better, donate them.
than it actually is.

An article published in the Guardian in April Opt for Brands That Maintain Transparency -
2016, reported concerns around H&M’s Recycling Week. Brands that are open about the origin of their
It noted that the brand would take about 12 years to
garments, their production practices and the labour
utilise 1,000 tons of recycled fashion waste — the same
are the ones you should consider.
amount of clothes it perhaps produces in 48 hours. The
article further went on to add that the brand offering
discounts to customers for bringing their old clothing
was a tactic to drive more purchases. Last year, a BBC Panorama released a
documentary titled Undercover: The Refugees Who
It’s no secret that H&M is among the top league Make Our Clothes. The investigation found Syrian
of the world biggest fast fashion brands, pitted against refugee children and adults making clothes for popular
the likes of Zara and Forever 21. According to its 2016 high street labels, Marks and Spencer, ASOS and
annual report, the brand generated upwards of 22 billion Next in Turkish sweatshops. It also reported that in a
USD in global sales. Large scale production volumes factory, Syrian refugees were working 12-hour shifts,
of low-cost clothing consumes monstrous amounts of distressing jeans for Mango and Zara. According to the
resources and contributes to the environmental footprint documentary, the refugees were paid close to a pound
considerably. H&M’s efforts in the “sustainability” an hour — a renumeration well below the Turkish
direction, therefore, seem highly contradictory to its very minimum wage standard.
being.
Forever 21, a favourite amongst fashionable
While such is the case with H&M, its other fast shoppers on a budget, has also been guilty of
fashion brethren are also attempting to tread the green greenwashing. In 2015, the fast-fashion giant, through a
route. Earlier this year, Mango launched its ‘Committed press release, proudly announced that its headquarters
Collection’. The collection, comprising of 45 pieces (25 for in the Lincoln Heights neighbourhood of Los Angeles
women and 20 for men) claims to be 100% sustainable. had the largest single-rooftop solar-power system in
It’s important to note that Mango, a brand whose DNA is Los Angeles County. Mind you, this is the same brand
similar to the Zaras and the H&Ms of the world, impacts that mass-produces clothing majorly using polyester,
more than just the environment. The production for in overseas factories that aren’t solar powered. These
these brands, more often than not, happens in countries activities contribute to the carbon footprint to such
where the labour is cheap and working conditions, highly a large extent, that the brand boasting about its
poor. In 2013, 1,134 garment workers died in the collapse solar-powered centre seems no more than a gimmick to
of a factory building, Rana Plaza, situated in a suburb make headlines and appear environmentally responsible.
outside Dhaka, Bangladesh. Mango, along with many
other popular fast fashion brands like United Colors of Above are just few among the many examples
Benetton, Zara, Walmart, C&A, Carrefor, Joe Fresh, etc of how the fast fashion labels overplay their “green
were producing in the factory, but Mango, was amongst endeavours” in the hope of assuaging their wrongdoings
the first brands to deny that it had any association with and irresponsible practices. Sure, it would be unfair not
the factory. This is probably because Mango did not place to acknowledge some of the genuinely good work that
a direct order with the factory but subcontracted it to a some of these brands are aiming to do in this direction,
supplier. Basically, Mango had no idea where its clothes but given the way their business model is built, even the
were being made, let alone being aware of the awful best of their efforts can create only a mere ripple in a sea
conditions in which the workers were making them. of mess that they have created. q

67
LIFESTYLE

Marriage In the
Age Of Tinder

S O U R C E - E M I L Y W R E N P H O T O G R A P H Y

With the digitalised age dominating the society, is there really hope for successful
marriages in the 21st century ?

W O R D S PARIDHI GARG

In marriage there is one question which is asked by student, Stuti Mahajan said “I think the reason people
most of the people “Love marriage or Arrange?” Marriage is one don’t like to commit themselves in a relationship is the loss
of the important part of anyone’s life but the way now people of trust in each other. People have become emotionless,
choose their partner has changed. Earlier parents used to find selfish and self obsessed. Also the various mediums to
the partner for their children through word of mouth, marriage communicate have given the opportunity to people to
bureaus or through newspaper classified section. Most of the deceive and manipulate other.”
marriages were arranged. Children were not allowed to come With exposure
into a relationship before marriage. Unlike those days, today to better lifestyle, income and internet, many websites
people are finding their partners themselves. They are not are attracting youngsters to search for their partners
relying on the choices of their parents. They take their own online. These websites are giving them opportunity to
time in taking right decision. In today’s generation, youngsters find partner from the large pool of people. Tinder, Happn,
are not taking relationship seriously. They find hard to commit Bharat matrimony, Shadi.com are name of some of the
themselves and are incline more towards hook ups. MBA websites and apps. When a person decides to date online,

68
they know clearly what they want. Bharat matrimony, Shadi.com
are the websites which is made for the people who are finding
partners for marriage but in apps like Tinder, Happn, Okcupid
“I think the reason people
people generally register themselves with the mindset of casual
don’t like to commit themselves in
dating.
a relationship is the loss of trust in
In 1990s when the matrimonial website first came to
each other. People have become
action in India, the focus was inclined towards parents as at that
emotionless, selfish and self
time parents were responsible for finding match for their son or
obsessed. Also the various mediums
daughter. During that time parents were somewhat not sure and
to communicate have given the
were conscious before uploading pictures. But slowly with time
opportunity to people to deceive
it gain trust and matrimonial sites become successful in being
and manipulate other.” says Stuti
match maker for marriages.
Mahajan, MBA student.
With the passing of time these sites have
redesigned themselves for the use of the actual person finding
partner instead of their parent. Also dating sites start getting
attention by the youngsters as they want to choose their
“I met a guy on Twitter. We were in relationship for almost two
partner themselves and want to know the person before getting
year and now we are deciding to get married.” She also added
married. It was a need for matrimonial site to change themselves
“Online dating through social media doesn’t score very good
according to the need of progressive audience. Earlier the
when it comes to marriage. But I was lucky to find one.” Social
advertisement of these websites was targeted towards parents.
media and dating apps very much cater with people who find
It was used to persuade them to get their children registered and
hard to commit themselves in a relationship. I also think that with
find a perfect match. But today advertisement focus has been
the advancement of everything, the mindset of people has been
shifted to children. Now the youngsters want to choose their
changed. Now a day’s people are not liking the idea of getting
match on their own. These websites are giving them opportunity
married rather they prefer to be in a live-in-relationship. But there
in finding the right one according to their likes or dislikes. These
are lucky one like Somya who find their love on
website are providing them option of finding
social media.
their partner in their caste or religion as this
It is very obvious that in India the
is one of the important consideration while
matrimonial sites gain much more popularity
match making. Other services like matching
than dating sites. It might be because of the
kundli, horoscope, marriage gifts, catering
traditions and culture India has. A housewife,
etc is also provided by some. Parents now
Anita Chauhan said “We are a big joint family
are not necessarily active in match making
and all the marriages of children in our family
process through online medium; of course in
are through Shadi.com and each marriage is
India the approval of them is very important.
very successful.” She added “I think it’s a very
The audience for these websites is changing
good medium as you can select from various
every day. The change is clearly visible in
choices. I always suggest everyone now to
their marketing strategies. In 2016, the
find partner through this site as it is very
advertisement by Jeevansathi.com encouraged
convenient”.
women to find their partner online. In 2013 ,
Parents are now becoming liberal
Bharat matrimony TV advertisement shows
and open minded but of course in India there is
the husband supporting his wife decision of
a need of taking approval from parents before
doing a job by going against his parents. These
marriage. As in India there is a phrase “India
websites are also taking a stand for changing
mai shadi do gharo kae beech mae hoti hai.”
the society and hence creating a good image of
But there is a visible difference in the concept
their brand.
of marriage. People are communicating and
With access to internet in every hand
finding their perfect match through social media sites, dating
through mobile phones not only matrimonial sites are helping in
apps and matrimonial sites. They have become more accepting,
match making, the dating apps like Tinder, okcupid etc and social
care free and independent. q
media sites like twitter and facebook are also helping people to
find their perfect match. Somya, Food technology student said

69
LIFESTYLE

Meet
The Sheroes
Chaav foundation helps acid attack survivors rebuild their life and supports them to
gain justice in a fight against their attackers

W O R D S P A R I D H I G A R G

P H O T O G R A P H Y P A R I D H I G A R G

70
Physical beauty is from my family I was not able to in 2013 still hasn’t got justice for it.
subconsciously or consciously an take treatment properly.” She added, Her attacker was no other that her
important point to judge others. “Once I heard that there is a state high school teacher who was twice
Most of the people want to have level cricket match happening in the her age and was forcing her to get
fair child or fair spouse. But people city for blind student participants. I married to him. She said,” He was
don’t realise that more than outer, got courage after that and asked my twice my age and was forcing and
inner beauty is important. A strong cousin to find some NGO or school threatening me to marry me but I
and caring soul is far better than a for blind students where I can take was stubborn on my decision.” She
beautiful body. Women at Sheroes admission to become something added,” I took admission in college
campaign are the live examples to in life. That’s how I came to know and was shifted to another place but
prove this. about this place and joined Chaav once when I came back to my house
Sheroes campaign is an foundation.” I was surprised to see he attacked me. I had given so many
initiative of Chaav foundation to help how much enthusiasm Rani has statements in the court but still I
acid attack survivors. The women to be successful in life. Even after haven’t got the justice I deserve.”
here called themselves fighters as burning 80% of her body and losing There are so many cases
after losing their appearance and her eye sight she didn’t give up. not only acid but like rape, Domestic
self esteem by some members of Chaav foundation is helping her in violence etc. for which justice is
the society; they are taking courage regaining her eye sight by providing provided after years. On asking what
to take a stand for themselves and funding for her operation and now Rani thinks is the reason for myriad
becoming self reliant. The campaign she has gained 20% visibility a while attacks on women she said, “People
name is itself very unique as it says back. say these attacks are the result of
“She + Heroes” which signifies This brutal incident foreign culture and women related
that these women are heroes for happened to her nine years back. crimes did not happen in earlier days
themselves, they don’t need any Her attacker who was an Army but that’s not entirely true. In older
other person to be. This campaign officer got arrested on 24th days also, these kind of incidents
has helped many acid victims in November 2017. She finally got used to happen but people used
carving their lives and career. justice but the time she waited to to hide or stay in isolation as they
Rani (actual name, get him arrested clearly shows the were not aware and were scared of
Pramdin Rahul) who works in weak foundation the society’s
management department at of our judicial o p i n i o n
“Law is being made
Sheroes refuses to call herself a system. Her on their
victim instead she would prefer to attacker who but there is no follow app earance.
be called a fighter. She basically is was an army Now the
up of the law in our
from Orissa and is 25 yrs old. officer attacked p e o p l e
On 5 January 2016, she her just because country. We can ban are taking
joined this campaign and started she asked him a stand
the acid from selling
working at Sheroes hangout café to wait six years against it.”
in Lucknow. Because of excellence if he wants to but unless and until She added,
in her work she was shifted to get married to “Law is being
thinking doesn’t
management department and her as she was made but
is currently getting trained for just 16 years old change we can’t do there is no
director’s desk. Rani said, “I always at that time. follow up of
anything”, says Rani
wanted to be independent and Another survivor the law in
self reliant. After the attack on 18 Nirupama Kalit who calls herself a our country.
April 2009, I was completely blind who belongs We can ban
fighter not a victim.
and was on bed for 5 years till 2014. to Assam faced the acid
Because of no financial support an acid attack from selling

71
Nirupama Kalit who joined the foundation a few
but unless and until thinking doesn’t change we can’t do
months back is full of life and is very energetic. She is very
anything.”
talented, she loves to sing and loves photography. Chaav
On one side where the society neglects
foundation is helping her in convincing her father to allow
them, Chaav foundation is helping them to regain their
her to make a career. She has undergone an ear operation
confidence. Like Rani they have helped numerous number
recently which she lost after her acid attack and is in Delhi
of survivors in making up their career. Sheroes hangout café
for three months for the same. Nirupama said, “I am
has been opened in Agra and Lucknow which is specifically
interested in photography, if I get the camera I will not stop
run by acid attack survivors. Reshma
clicking photographs (laughs). I also
Qureshi who has walked the ramp “We will die but will not
want to learn singing and will learn
in New York Fashion Week in 2016 is
leave Chaav foundation. how to play guitar for sure.”
also a member of Chaav foundation.
Alok Dixit and Ashish
They also arrange fashion shows in All of us at Chaav
Shukla, the founder and director of
Orissa and other parts where they
foundation are fighting Chaav foundation respectively are
encourage the acid attack survivors
doing an amazing job by helping
to walk the ramp and be confident for all the survivors of acid
the acid attack survivors. They are
of their scars. They also help them
attacks “ supporting the people who are
to pursue their education and make
often neglected by the society. They
them learn stitching, computers etc. Chaav foundation
are achieving their goals by taking steady steps. Whole
also plans to open a boutique for the survivor name Rupa.
foundation is a big family where everyone adores and helps
On asking about that Rani said,” She loves to stitch but she
each other out. Rani said,” We will die but will not leave
never went to school. To become a fashion designer is not
Chaav foundation. All of us at Chaav foundation are fighting
easy and one needs skills along with education because of
for all the survivors of acid attacks and want them to be
which she didn’t take the courage to take it forward. But
confident, self reliant and to be her own hero.” q
we are planning if someone is interested we will be more
than happy in making her dream come true.”

Acid attack survivors, Nirupama (left) and Rani (right) at Chanv Foundation
FASHION

Tell us about your


Designer and trend forecaster, Geraldine Wharry, at her studio in London background and how you came to
do what you do today. What drove
you to go independent?
I studied textile design in
Paris - I am originally from France. I
then went to Parsons, New York, for
a year on scholarship, where I did a
graduate program in Fashion Design
on realising that I actually wanted
to make clothes. After I graduated
in 1999, I got my first job as a fashion
design assistant. I then evolved in
street wear labels, originally in New
York, and then in Los Angeles, where
I worked for brands like RipCurl and
several other denim brands. During
my stay in America, I was always
designing - either leading a design
team as senior designer or as a design
director.

I left America in 2010 and


moved to London, partly because
I wanted to be closer to my family
and partly because I wanted a
change. Although I still wanted to
work in fashion, I also wanted to
try something different, which is
when the opportunity to work in

Reimagining
trend forecasting at WGSN came
up. I worked with them for two years
full-time and then for over a year as a
consultant.

the future things


I then moved on to do
independently
gave me more freedom to mould my
because it

of trend
career path. While I enjoyed trend
forecasting, I really missed designing
as well, which I got to do very little of
in WGSN. For now, my consultancy

forecasting
is based on trend forecasting, but I
do design my own collection as well.
The artwork and design aspects of my
job are more independent, but trend
forecasting constitutes the bulk of my
business.

What are the nitty gritties


UK-based fashion designer and trend forecaster, Geraldine
that constitute the job of a trend
Wharry, talks to PLUCK about the changing dynamics of the
forecaster? How do you go about
industry with its upsides and downsides.
predicting trends for a season and
what are your key reference points?
W O R D S K A R I S H M A S E H G A L
First and foremost, you have
to understand your context - whether

74
you’re trying to predict a seasonal forecaster, on the contrary, is more Brands are constantly chasing their
trend, a macro trend, a micro trend analytical. I realise that being involved consumers and looking at what
or a catwalk trend. What remains in both of these roles is what drives everyone else is doing. I know this
constant in the job of a fashion my energies. While I thoroughly sounds like a bit of a paradox coming
forecaster, however, is the need to enjoy the research process, I am not from a trend forecaster, but maybe
constantly research and absorb happy doing just that all the time. I trend forecasting needs to change
information from both, primary constantly feel the need to create as as well. I feel it should be more
and secondary sources. It involves well. connected with the creative side of
going to exhibitions, trade shows, fashion and less with reporting. Right
conferences, reading a lot of articles, now, there is this sort of stagnancy
The similarity between the
which, thanks to the internet boom, that has come in fashion trend
two roles, I would say, is the curiosity
has really transformed this industry. forecasting wherein you see similar
and the will to be in the know of
We now have easier access to quality themes being reinterpreted and it’s
what’s going on.
information by the way of blogs, causing a type of sameness. Fashion
Instagram. etc. In the process of your trend forecasting needs a little bit of
research, you start to notice patterns “I feel there’s soul searching, I believe.
of behaviour that are emerging.
a real crisis of Which brings me to my
As a trend forecaster, while creativity in next question. In recent times,
it is important to rely on factual there has been a lot of talk about
knowledge, it is equally important to
fashion right now. inclusivity and diversity in fashion.
trust your intuition. There are often Do you think this positive change
is here to stay or is it like other
In a creative space,
these phrases fleeting trends that may die down
most of what designers create is like “future proof” in the years to come?
instinctive and is driven by personal Well, yes. I think it’s here
inspiration. That being the case,
thrown around to stay. I can’t imagine it going away
to what extent do trend forecasts - it’s all very because it’s also something that the
drive designers’ creativity? new generation is rallying for. Also,
Most design companies
anxious.” these days, everyone is exposed
don’t have the time to research, so through social media for their bad
In your experience of
they rely on trend forecasters to do behaviour - whether it be sexual
being associated with the fashion
that bit of work for them. It assures misconduct or bad environmental
industry for more than a decade
them that they have their finger practices. It makes brands a lot more
and a half, what is the most
on the pulse. While some design conscious about the choices they
inspiring change you’ve seen and
houses have an internal trend team make.
what aspects of the industry do
responsible for researching and
you feel still need improvement?
chalking out trends, in big design Tell us about the projects
I think one of the most
houses that have a lot of financial you are currently working on?
inspiring changes in the industry in
output at stake with each collection, I just finished publishing
the recent past is that it has started
and where every design is a strategic my guide a month ago which I am
to become more inclusive. There
decision, usually a trend forecasting very excited about. Apart from that,
are changing gender perceptions
agency is what gives them I have been lecturing, and I am
and greater diversity, but yes,
confidence to go ahead with their also working in collaboration with a
there’s still a lot of work needed
choices. charity called ‘Just Dig It’ that works
within that. Also, there’s increasing
towards reforestation in Africa. I am
awareness and embracement of
What are the key designing art for them and helping
sustainability, which also has a lot of
similarities and differences in the them spread their message.
room for progress.
two hats that you wear of a designer
and a trend forecaster? What’s most exciting for
Other than that, I feel
The key difference between me right now, besides my regular
there’s a real crisis of creativity in
my role as a designer and a trend client work is that I am taking the
fashion right now. There are often
forecaster is that as a designer I end of 2017 and the beginning of 2018
these phrases like “future proof”
am using my hands to make - it to refocus my proposition on trend
thrown around - it’s all very anxious.
is a creative process. My work as a forecasting for the greater good. I

75
am aiming to help brands connect with their
true meaning rather than going after what
everyone else is doing, while also thinking
about sustainability and values.

What is your favourite Spring/


Summer 18’ trend and which designers
shows did you like best?
I really like “Faux Real” trend where
garments are flattened and pasted. It is
inspired by surrealism and a sense of the
absurd. My favourite shows for Spring/Summer
18’ that saw a lot of this trend were Parsons
MFA Spring 2018 Ready-to-Wear Collection and
Liselore Frowijn S/S 2018, which was the most
refreshing show I had seen in a while. q

“For Spring/
Summer 2018, I
really like the “Faux
Real” trend where
garments are
flattened and pasted.”

Parsons MFA Spring 2018 RTW


Source: Vogue.com

Suggested Readings on Trend Forecasting by


Geraldine Wharry
Books:
l Fashion Forecasting, Trend Hunting and Gathering by
Geraldine Wharry.
l Trend Forecaster’s Handbook by Martin Raymond
l Fashion Trend Forecasting by Gwyneth Holland and
Rae Jones
l How to Have Great Ideas: A Guide to Creative Thinking
by John Indgledew

Articles:
l The Truth About Trends: What Some Trendspotters
are Selling - Forbes
l What Next? How Future Gazing Became Big Business
- The Guardian
l Trend Forecasting is Becoming Less Art More Science
Liselore Frowjin S/S 18 - Business of Fashion
Source: Vogue.com
l The Design Process: What is the Double Diamond? -
The Design Council, UK
ENTERTAINMENT

Beyond the
Mainstream
The arrival of streaming giants, Netflix and Amazon Prime Video,
in the Indian market, last year, turned out to be great news —
not only for viewers looking for quality video content but also
for Indie filmmakers who have to compete with commercial
big-budget films.

W O R D S K A R I S H M A S E H G A L

78
I
ndependent filmmakers the indies. crowdfunding has equally helped
in India don’t have it easy. Ad-Supported VOD (AVOD) newbies like Pawan Kumar who
We are a country where platforms like YouTube that offer used crowdfunding to finance his
majority of the audience still looks at video content free of charge to the award-winning 2013 Kannada sci-fi
cinema as a medium synonymous to audience (but with ads) have been drama named ‘Lucia’.
celebrity culture. Investors are usually around for over a decade. The recent This method of funding,
wary of putting their money into emergence of Transactional VOD along with the relative ease of
such projects that have little chances (TVOD) platforms — where the digital distribution can provide a
of breaking even, let alone earning audience pays for individual videos, much- needed fillip to independent
profits. Invariably, indie filmmakers like TVF InBox Office,Vimeo, iTunes filmmakers apprehensive to enter the
have to bear the brunt of limitations and Google Play, and Subscription moviemaking rat-race.
in financing, production, scope, and VOD (SVOD) platforms like Netflix
distribution. More often than not, the and Amazon Prime Video, that Digital Show-Stealers
screening of such films is restricted require the audience to pay a monthly Netflix’s first Indian original
to film festivals. Even if these films subscription fee to access video was a sex-comedy called ‘Brahman
do manage getting theatrical content, is what indie filmmakers are Naman’ directed by Qaushiq
releases, after receiving tremendous increasingly cashing on. Mukherjee, a.k.a. Q.The company
flak from the Central Board of Film had bought worldwide SVOD rights
Certification, they rarely catch the Although for indie to the film at the Sundance Film
attention of the quintessential filmmakers wanting to release their Festival, last year. The film never had a
moviegoer, perhaps due to their films digitally, especially on SVOD theatrical release and was premiered
offbeat star cast, small marketing platforms, the help of aggregators exclusively on Netflix on July 7, 2016,
budgets, and limited releases. may be required to prepare a worldwide.
pitch and strike a deal with a given Earlier this year, Amazon
Where most mainstream platform. Alternatively, for filmmakers Prime Video partnered with C
filmmakers in India continue to opt who wish to do away with middlemen International Sales, a subsidiary of
for formulaic storytelling — the tried completely, there are platforms like Cinestaan Film Company for the
and tested route, indie filmmakers Distrify that allow direct distribution unlimited streaming of ‘Dev Bhoomi’
who delve into unconventional of content to audiences, usually on a and Konkona Sen Sharma’s directorial
moviemaking styles and subjects are TVOD basis.creative process. debut, ‘A Death in the Gunj’. The
increasingly garnering eyeballs from films were among the list of Toronto
a more evolved audience longing to People’s Participation International Film Festival’s official
see novel and meaningful content. In the digital age, selection of Indian films last year.
That said, for indie films, the problem crowdfunding is turning out to be an Additionally,Amazon PrimeVideo
of reaching out to a widespread effective strategy for indie filmmakers also bagged the exclusive streaming
audience continues to loom large. to raise funds for their projects. rights to ‘The Hungry’, an international
Enter SVOD (subscription video-on- Recently, renowned actor-director co-production between Cinestaan
demand) biggies like Netflix and and a popular face in the Indian and Film London, and recently,
Amazon Prime Video that made parallel cinema circuit, Rajat Alankrita Srivastava’s ‘Lipstick Under
their debut in the Indian market Kapoor, known for creating critical- My Burkha’. The film that opened
last year, in an attempt to offer the ly-acclaimed films such as Aankhon the recently-concluded Indian Film
discerning viewer quality content, and Dekhi, announced a partnership Festival of Melbourne (IFFM) 2017, ran
independent filmmakers, a platform with Crowdera, a US-headquar- into quite a trouble with the Censor
to showcase their work. tered crowdfunding platform, in an Board before it could get its theatrical
attempt to raise Rs. 2.5 crore for his release in July.
The VOD Distribution Route upcoming film, RK/R Kay. “I have Other critically-acclaimed
Until a few years ago, indie been trying to raise money through indie films like ‘Masaan’, ‘M Cream’
filmmakers looked at film festivals conventional sources for the last and ’Chauranga’ (all available for
as the only outlet to pitch content three years, and that has not worked. streaming on Netflix), despite having
to sales agents and distribution But that does not mean that I won’t reached the silver screens, generated
companies who, they’d hope, would make a film. I will, only the funds will no more than a ripple of interest
help their films eventually get not be raised through conventional amongst the average moviegoers.
theatrical and DVD releases. The rise means.”, Kapoor said in his campaign The arrival of Netflix and Amazon
of VOD platforms in the recent past statement. Prime Video offers a glimmer of hope
has changed the dynamics of film While Kapoor is still a to makers of Indian indies and film
distribution, particularly in favour of well-known figure in the fraternity, connoisseurs alike. q

79
ENTERTAINMENT

From North
Westeros to North
India
Thousands of miles and fictional kingdoms away from the Wall, in the very real realm
of Noida, we take a tour of RS Windlass and sons warehouse , company that provides
props and licensed merchandise for major Hollywood productions.

W O R D S J A S L E E N A R O R A

On a hot , sticky day, Jon Snow’s sword) and Ice (Ned Stark’s sword) lie on the business, while the manufacturing takes
big, heavy cape with fur lining is a reminder table between us. They seem as if they have place in India. For Game of Thrones, Pradeep
of how far North Westeros is from India. been carved from real Valyrian steel, till she Windlass, who handles the business in
The fabric of his cape is thick—so thick in invites me to touch them and my fingers sink America, visited the sets in Ireland to meet
fact, that it could be used to pitch a tent on into soft latex foam. The sword is a licensed with costume designer Michele Clapton and
a campsite. It is made out of cotton duck, replica used for LARPing (Live Action Role armor designer Augusto Grassi and take a
a heavy, tightly woven canvas fabric. Ned Play). “You cannot tell the difference from a close look at the show’s props and costumes.
Stark’s costume hangs next to Jon Snow’s distance,” she says with a smile. The replicas created in Noida have to be as
on a garment rack in a well-lit room—the accurate as possible, using the same fabrics
brown leather peascod paired with a vest, a Windlass group was established in and materials with the same level of detailing.
quilted wool gambeson and an inner shirt, 1943 in Dehradun, a small town in the foothills
is equally far from suitable for the Indian of the Himalayas, by Goil’s great-grand- Windlass has supplied set props
summer. We are in a factory in Noida, an father, the family patriarch, Ved Prakash to major productions like Batman Begins,
industrial city that lies on the outer edges Windlass. He started Windlass Steelcrafts to Chronicles of Narnia, Indiana Jones, Pirates
of Delhi, discovering our very own cosplay supply khukris (a type of machete used by of the Caribbean, The Tudors, Skyfall, The
fantasyland. the Nepalese people) to the British Indian Walking Dead, as well as armor and helmets
Army in the second world war. The company for early seasons of Game of Thrones, and
Rashi Goil is a self-assured is now one of the largest manufacturers of merchandising associations with films like
young woman of 23 who is a partner in swords, shields, armor, knives, and bayonets, 300, Assassin’s Creed, Gone With The Wind,
her family business, RS Windlass & Sons, supplying to major militaries across the world Kingdom of Heaven, Harry Potter, Lord of the
a company that provides props and and movie and television productions. Rings, The Mummy Returns, Troy, and more.
licensed merchandise for major Hollywood But it’s the work they’ve done with Game of
productions including Game of Thrones. In 1996, the family established a Thrones that made them famous in India.
She sits across a wide, long table in a room business to cater to the period clothing and
that doubles as showroom and warehouse, apparel market by acquiring two American The group maintains a low profile
and tells the story of how the connection companies, the Atlanta Cutlery Corporation in India, their business devoted entirely to
with the world’s biggest television show was and Museum Replicas Ltd in Georgia. It’s the American and European market. “When I
forged. Replicas of Longclaw (Jon Snow’s the job of these two corporations to source was growing up and used to visit the factory,

80
A worker at Windlass and Sons

The Hollywood
merchandise section has
Jedi costumes from Star
Wars, a lush green gown
exactly like the one worn
by Vivien Leigh in Gone
With the Wind, and the
Harry Potter collection.

Rashi Goil, partner, Windlass and Sons at the factory

I would always wonder, ‘Who buys these has Jedi costumes from Star Wars, a lush the leather strings on Ned Stark’s costume;

elaborate costumes and accessories?’” says green gown exactly like the one worn by work that women in the factory have

Goil. The buyers are a dedicated group of Vivien Leigh in Gone With the Wind, and specialized in. “All the intricate handwork is

people around the world, mostly collectors, the Harry Potter collection, their highest done by women,” says Sayal.

enthusiasts, and cosplayers. selling franchise—the black Gryffindor robe


Goil says her job is less glamorous
with an embroidered house crest, Albus
As Goil invites me to walk around than it appears. “My friends envy me for the
Dumbledore’s long grey robe that matched
the showroom, all I see is a wonderland of work I do, that I spend my day immersed in
his beard, and a mannequin dressed
costumes. Capes and robes, jerkins and this fantasy world. But there is hard work
in Hermione’s purple Yule Ball gown in
tabards, skirts and kilts, chemises and here. I have to think of things like where in
cascading silk and chiffon.
corsets, dresses and gowns, in fabulously India will I get the pearl buttons I need in
opulent textiles like chenille, velvet, satin We take a tour of the workshop the exact shade I need them in?”
and silk, are all crammed in the period where nearly 150 workers are busily As Goil hurries off for a meeting,
clothing rack. Most of these are for cutting, stitching, embroidering, and she confesses to missing the last season of
Renaissance fairs in Europe and the United putting finishing touches to costumes. Her Game of Thrones. “I haven’t found time,” she
States. The Hollywood merchandise section merchandise manager, Jaya Sayal, points to says with a rueful smile. “But I’ve recorded
all of it.” q

81
LIFESTYLE

The
Fruitful
Millionaire
Vaed Prakash, a mere
fruit seller in Haridwar
who earns 25000 per
day, astonishingly large
amount for fruit seller
talks to PLUCK about his
journey.
Vaed Prakash Chabra at his fruit shop

W O R D S / P H O T O G R A P H Y

P A R I D H I G A R G

In this world full of people running for good, his children a life of which he dreamt of. He the customers, I never give any stale fruit to
respectable high paid jobs; there are people has three children, two boys and one girl. His them and always behave in friendly manner.”
who work on the streets selling fruits, chai, younger son, Aakash is studying in one of He further added “I have very loyal customer
cholle bhature or chaat etc just to make the most prestigious schools in Haridwar. base. People give me a call and ask me to
their living. We always have a mindset that His other son, Ansh has passed out from the deliver order to their home. They trust me that
the people who work on stalls or run small same school as well. Vaed Prakash said “I got I will always give them best quality.”
businesses do not earn much. They face lots Ansh admitted in one He has opened
of hardships to earn their living and in most of the top colleges in one more shop in another
of the cases it’s true but in some cases it’s not. Dehradun but he is not area of the city which is
interested in studying
“I believe in making
A fruit managed by his brother.
because of which he
relationships with the
seller in Haridwar who runs his shop in the All the expenses are paid
left the college. My
customers, I never give
area called Kankhal earns huge only by selling by income earned by
daughter (Priya) is
any stale fruit to them
fruits which is not expected by a normal these two shops. He said
very intelligent. She
and always behave in
person. He earns 25000 per day by selling “Approximately 100 to 150
is studying BBA. I
friendly manner.” - Vaed
fruits. Vaed Prakash Chabra belongs from customers come daily on
want her to study and
Prakash.
a small town called Shamli in Muzafnagar. each shop”
His father had a sweet shop there only become successful” Today Ved Prakash
but in 1993 he with his wife and children People owns a house, his shop
shifted to Haridwar in hope of better life and don’t expect a fruit seller to earn that much. I and a property which he recently purchased.
opportunities. myself was shocked when I heard about the From the son of the man running small sweet
Vaed Prakash Chabra said school his children go to as I too have studied shop to becoming a fruit seller and fulfilling
“I started selling fruits in Shamli 43 yrs ago from the same school. The college in which he his dream of giving his children a life that he
but with hope of getting better facilities and got his children admitted is very renowned. dreamt of, he has come a long way. q
giving better life to my children I shifted to There are many fruit sellers in the same area
Haridwar. Vaed Prakash Chabra’s lifelong but no one is famous and earning that much.
dream has come true as he is able to give He said “I believe in making relationships with

82
84
85
The A-Z of the year
gone by
A B
A @alealimay

F I R ST F E M A L E COL L A BOR ATOR W IT H A I R JOR DA NS

D O C U M E N T A R Y S H O W C A S E D A T T R I B E C A F I L M F E S T I VA L

C D
A F F O R D A B L E F R E N C H B R A N D T O L O O K O U T

F O R

E
DI S N E Y ’ S F I R ST FA SH ION DE SIGN CH A L L E NGE , W E B SE R I E S

E T I E N N E D E R O E U X , F R E N C H D E S IG N E R , B A S E D I N PA R I S

W HO DE BUT E D AT N Y F W

I M PECC A BLY M A DE COOL CLOT H E S T H AT A R E PR AC T IC A L ,

COOL, WEARABLE AND STYLISH.

86
F FISHNETS AND RAINBOWS G GINGERNUTZ

KOSOVO’ S

F I R ST FA SH ION

BLOGGER

BR I T I SH FA SH ION JOU R NA L I ST ’ S BOOK ON

I
GR ACE CODDI NGTON

H H O LY S H I T, I T ’ S M E

A F T E R S P E N D I N G 4 0 Y E A R S A T B E R G D O F F
A W E B-SE R I E S GOI NG V I R A L ON YOUT U BE , HU MOU ROUS
G O O D M A N , B E T T Y H A L B R E I C H W R I T E S A B O U T
TA K E ON WOM E N ’ S FA SH ION
H E R F A S H I O N A B L E L I F E

J K
KHAKHI
WA I T Y O U N E E D T H I S . C O M I S A F U R N I T U R E A N D I N T E R I O R

BLOG BY JA N E L L E M A R I E L LOY D
L
M
LOU IS V U IT TON I N COLL A BOR AT ION W IT H SU PR E ME

MARIO TESTINO:

UNDRESSED IS A

PHOTO-SERIES BY THE

ACE PHOTOGR APHER

N
NO. 21 IS AN ONLINE FRENCH

LUXURY SHOPPING WEBSITE FOR

WOMEN

O
A N O N L I N E B L O G BY A PA S S IO N AT E GE R M A N T E E N W HO ’ S S T U DY I N G I N N E W YOR K

P
A N ON L I N E DE ST I NAT ION FOR A LL LU X U RY R EQU I R E ME NTS
R
A TEEN DRAMA BASED ON THE

Q
FA MOUS A RCH I E C OM IC S

QUEEN + ADAM LAMBART

T
T HE DUO PE R FOR M I NG A L L OV E R BR ITA I N

s U

V
SCOT T SCHU M A N’S L AT E ST PHOTO BOOK

U N D E R A R MO U R’ S L AT E S T

T E C H I N V O VA T I O N F O R T H E

PRO AT HLET E S

V I BR AT I NG J E A NS A R E T HE N E W M I LLE N I A L T R E N D,

W IT H GPS I NSTA LLE D I N IT


X

W WA I T: T H E P RO T E C T I V E A I R S C A R F S

MOV I E S TA R R I N G D E E P I K A PA D U KO N E A N D V I N DI E S E L

Y
Y3 , T H E C OL L A B BE T W E E N A DI DA S A N D YOH J I YA M A MOTO

T H E Z O O K E E P E R’ S W I F E I S A D R A M A S E T I N 1 9 3 9 ,

Z
POLAND.
91
ART & CULTURE

Artwork by graphic designer, Priyanka Paul


Source: Instagram

adornments, she illustrates them as


liberated figures who represent the power
in expressing versatility.

@artwhoring

Sonaksha Iyengar
Majority of people hold negative attitudes
and  stereotypes towards people with
mental illness. Describing what it’s like
to live with mental illness can be hard, so
instead,  Sonaksha Iyengar  is illustrating
it. The 22-year-old is trying to get people
talking about mental illness, one letter of
the alphabet at a time. Her illustrations,
posted under the hashtag  #atozofmen-
talhealth, take on a variety of mental
illnesses, like anxiety, bipolar disorder,
eating disorders, narcolepsy and more. \

The
As part of her process, Iyengar, who lives
with a mental illness herself, researches
each condition – visiting forums and
other discussion boards to identify myths

Power of the
and see what aspects of each condition
people have a hard time explaining.
@sonaksha

Digifeminists
Namaah Kumar
Kumar’s work is gutsy and her work
reflects the current status quo through
vivid illustrations that bring things like
feminism, gender equality and sexuality
into the limelight. A large part of her
work as an illustratorfocuses on the
female form. The art depicts through
her own learning and unlearning of the
Bold hues, firm strokes, quirky designs and a powerful relationship with her body, gender, and
feminist statement — this is what catches the eye of the sexuality.
India’s contemporary women illustrators. @namaahk

W O R D S N O O R S E T H I Kavita Singh Kale


and how it can break barriers, change People around - strangers, acquaintance,
Art, has always been one of the most
pre-conceived notions and bring about family and friends are the building blocks
widely used mediums for expressing
great changes.  The following women for her art work. She builds stories around
the plight of women in India. And
are right there in the forefront of this individuals by closely observing them
women artists, in particular, have
new movement. and creating microcosmic environment
emphasized gender issues and
of minimal- essentials. Through her art
discrimination in the form of paintings,
she questions issues related to common
sculptures, and installations since Priyanka Paul
people living in the metro cities of India,
pre-independence times.  Today with Priyanka Paul is a brilliant teenage
depicting urban culture and how it
the exploding popularity the digital creative who has already experienced
affects her as an artist. The juxtaposition
era, the millennial women artist some success worldwide. Her artwork
of contrast and energy of cities inspires
in contemporary India are more highlights women of color and shatters
her to document people, capture their
than ready for art that is new, fresh the status quo. In Paul’s Goddesses
behaviour and problems they share. Her
, different and approachable to the series, she offers an alternative to the
work has been screened in many film
wider audience through social media traditional images associated with royal
festivals and also won awards.
platforms. They showcase how art and divine women. Instead of presenting
@kavitasinghkale q
is a powerful means of expression them in typical crowns and other regal

92
FASHION

The X-Factor
The shoe brand Keds collaborated with EOS lip balm in 2015.

Source: Drugstorenews.com

Trending these days: Collaborations are the new zing as


designers, brands, artists are in a frenzy to create the
most awaited products in the market currently.

W O R D S P A R I D H I G A R G

Year 2017 was exceptionally good for Fashion customer values and aesthetic. Sabyasachi combine his
designer Manish Malhotra and American Wine brand design sensibility by using birds, elephants and tigers
Chandon as they have collaborated for the bottle of with acute sensitivity which goes with customer values
Champagne. The outcome came out to be stunningly of Pottery Barn. In an interview with Vogue, Monika
beautiful. Many brands collaborate with each other to Bhargava who is an executive vice president of product
enjoy the benefit of existing marketplace of other. It development in Pottery Barn said,” This collaboration is
helps them to double their exposure and profit. Most of constant inspiration for us. This is just the beginning. We
the time brands associate with them who follows the are definitely interested in constantly exploring different
same kind of principles and product line. But some take and unexpected situations and markets that lead us to
the risk and experiment by collaborating with brand various opportunities.”
which has the completely different product line. Manish
With the help of unusual partnerships,
Malhotra and Chandon collaboration is also the result of
these brands stand out differently from the crowd of
that. The limited edition Champagne bottle is curated by
competitors. It helps in creating hype and results in
using gold motifs and inspired by garden of Versailles.
selling out of products within hours. Both the brands
In an interview with Indian Express, Manish Malhotra
understand each other’s aesthetics and customers
said,”The limited edition bottles are the beautiful result
demand and work according to that. In 2015, the shoe
of a unique fashion story – where old-world glory meets
brand Keds and skin care brand eos teamed up to offer
contemporary, global influences. I do hope that India
collection of three sneakers. The shoe color was inspired
will enjoy these limited edition bottles as much as I have
by flavors and colors of eos Smooth Sphere Lip Balms.
enjoyed designing them.”
Partnership of Apple watch series 2 and
He is not the only designer who
Hermes left the consumers stunned. Hermes provides
have step out of the box. Indian fashion designer
three leather straps in his iconic shade of orange. More
Sabyasachi and Home décor brand Pottery Barn
designers, artists , brands etc should step up for unique
collaboration led to former first home décor line and
collaborations to leave the consumers wanting more. q
latter first global collection. Both follow the different

93
HOROSCOPE

PLUCK
Spring Horoscope
Tis’ the season of new beginnings, you lovelies! While you bask in the glory of fresh blooms, icy
popsicles and gorgeous sheer pieces (gaaaah, yes, we are also obsessing over Fendi’s SS 2018
collection as much as you are) we’ll fill you in on what the stars have in store for you for Spring.
You’re welcome!

W O R D S K A R I S H M A S E H G A L

A R T W O R K P A R I D H I G A R G

ARIES
(Mar 21 - April 19)
Hey birthday babies! We don’t have
to tell you you’ll have a great month,
because, isn’t that a given?
Try to wrap up the worst of the tasks
on your to-do list before the 12th.
Mars is going retrograde soon after,
which means, productivity post-April
13th will be about as high as yours at
3 PM on a summer Friday. Whatever,
though, have fun while you’re at it.
Want to know where cupid’s at? On
Saturday, April 9th, you could meet the
one, if you haven’t already. It’s an exciting
time, kids!
TAURUS
(April 20 - May 20)
It’s time to prioritise,
my darling Taureans.
What are your goals for
the year? What do your
finances look like? What’s on your “Continue
watching” on Netflix? With Saturn on your side this
month, any decisions you make will last.

Let’s talk about love, shall we? On April 12th, Venus is getting
a warm, sexy vibration from Mars — but she’s not the only one
having all the fun. Whether you’re single and looking or coupled
up and cooking, the 22nd is a funion. There’s a whole lotta love
there, baby!

GEMINI
(May 21 - June 20)
Wakey wakey, girlies! It’s time you
finally woke up from your prolonged
hibernation. This Spring, it’s all about
getting out there, socialising and
communicating, whether it is on the work front,
the friendship front or the love front. And hey! Ditch
that bar of chocolate for a granola bar. Might as well
look fabulous while you do the mingling, no?

94
CANCER
(june 21 - July 22)
For my Cancer sweethearts, this month
may start off a little slow thanks to stupid
Mars’ retrograde around the 17th. Be
patient and thorough; rewards to come
around the 13th that will give you good
momentum.

Your best day(s) for love: April 22nd, plus


or minus four days. You do the math but I
think the equation goes a little something
like you + me = us.

LEO
(july 23 - August 22)
Look like you Leos are not
in the mood to stop this
month. Exploring, traveling,
leading, trading pelts for
food, having colleges named
after you, ah, you’re all set out
to change the world. Your mind
will be hungry to soak up new
concepts, and to share them with
others too.
April 22nd is your lucky day, so expect some
magic.

VIRGO
(August 23 - September 22)
Let’s get the bad news out of the way
first - it’s not the best time when
it comes to matters of money. That
apart, it’s all pretty hunky dory!

Mars somehow has vacation again


and is going to the retrograde spa and
resort, again (at least it’s not Mercury)
which means you need to get your act
together before the 18th.

Oh! Almost forgot the best bit! Between April 15th


to April 21st, you’re likely to be traveling abroad (we hope
it’s a surprise vacay planned by your boo).

LIBRA
(September 23 -
October 22)
If you’re among the
lucky few in love, you
may hear the wedding
bells ringing soon. For
the rest of my lonesome
sisters, I’ve got good
news for you too! Around
April 10th, you’ll feel your
wallet getting fatter, around
the second week chances are
that you’ll meet THE ONE. So get
out there and socialise! Hit on the best
looking smile you can find!

SCORPIO
(october 23 - November 21)
Scorpios, this month you’ve got the energy of a
raging bull! Good thing, that. You’ll get a lot of
sh*t done! Now, because of annoying ass Pluto,
someone even more annoying ass is going to be
annoying you. Rather than sting them with that
tail of yours, however, you’re going to get through it
with patience. Breathe. Channel this moon juice and
focus on your creative endeavours instead.

95
SAGGITTARIUS
(November 22 - December 21)
First, let’s talk career. April 14th is a day
when your efforts will finally culminate in
some big time recognition. (a promotion,
maybe?!). Get out there and celebrate!
You’ve earned it!

On the romance front, however, take it a tad


bit slow. You don’t want your heart broken.
Also, vague but interesting: something may
come to light on April 22nd. We don’t want to
say much but that it’s going to feel good.

CAPRICORN
December 22 - January 19)
April 5th, for you Capricorn
babies, is going to be a bomb
day. You’re going to get some
awesome news you’ve been
waiting for. For Mars retrograde
of the 22nd, all sharp objects (so
no Botox) and avoid purchasing
electronics. That Kindle will have to
wait.

Ending on a good note, the moon of the 21st is very


romantic, which is great news if you’re still on the
lookout for your Mr. Right

AQUARIUS
(January 20 - February 18)
On the whole, it’s a good month
for you, Aquaphor! I am really
proud to report that on April
12th, you just might find true love
thanks to Venus and Mars having
a union. And on April 21st, I don’t
want to be dramatic or anything, but
it sounds like your career is going to take
off in a direction that more or less makes you
the next big thing. Will the future film makers,
thought shakers and leaders of the world, please
stand up? Slim Shady’s going to make way, I
promise!

Pisces
(February 19 - March
20)
Gold fish, I sure do
hope you had the best
birthday month ever and
ate tons of cake. Speaking
of cake, this month is all
about money for you —
you’re primed to earn it and
dance under its umbrella but
remember: you have to work for
it. That’s three Rihanna songs for
price of one. Ca-ching! Sounds like
you’ll be able to afford it.

96
FASHION

PLUCK LOVES
Brand in Focus - Notice Me!

W O R D S N O O R S E T H I

While the fast-paced nature of fashion


makes it extremely difficult to forecast what
to expect next, we can look at the changing
temperaments of consumers that dictate
trends to see what brands have shown
recent signs of promise. As accessorizing has
become increasingly fluid categories, labels
are forced to be dynamic while remaining
true to their individual brand vision. What
was once clearly defined has been blurred
into everything from high street to high
fashion in the last decade.
Call it Quirky. Call it Unconventional. Call it
Off-Beat. Call it Funky. Call it whatever you
want, more than just a fashion accessory
brand, Notice Me is an effort to support
today’s girl. The products are exclusively
created to be vibrant, bold ‘n’ chic. Filled
with patterns, bright colors and catchy
quotes, the latest collection has got plenty
of pieces for the girl next door. It is one of
India’s most affordable leading e-commerce
fashion brand with regards to customization,
providing the best quality in our products to
is provided on the e-commerce platform to
suit the needs of any of its consumers.
ensure that the customers receive the best
possible service from the company. q
They offer a varied range of products
such as bags, pouches, bag packs, totes,
tabletops, and cushions covers among
others that are handcrafted in New Delhi,
India. The unique selling point about ‘Notice
Me’ is not just about the products but also
regards the possibility of customization. In
a nutshell, the consumers have the option
of either choosing from the company’s
collection, tweaking these product designs
or customizing their own products from
scratch. Customers can customize anything
by changing the color, size or shape and
other specifications. Consumers can also
send any inspirational photos of designs
they would like to incorporate into the
product they purchase. Personal assistance
FASHION

PLUCK LOVES
Collabs we are crazy about - Adidas and Parley

W O R D S J A S L E E N A R O R A

SOURCE: SURFACEMAG .COM

There may have been a time when fashion was


about nothing more than always staying ahead of
the trend but today, with the global environment
in irreparable disarray, more and more brands are
realizing the importance of sustainable design and
stepping up to the responsibility that lies ahead
of them. Adidas, the sportswear giant, has been
working on a collaboration with Parley for the
Oceans, an environmental group with emphasis
on ocean issues, for over a year. At a United Nations
Climate Event in June of 2015 they unveiled a
sneaker that was in development that would be
made using recycled ocean waste, and it was finally
launched in April,2017. Together Adidas and Parley
are reducing waste and making news.

Adidas is one such brand that hasn’t been afraid


to wade neck-deep into the issue. With their
collaboration with ‘Parley for the Oceans,’ they’re
not just avoiding waste, they’re actually reducing
it. The collaboration was announced on Earth Day ,
early this year in lieu of addressing the environment
issues faced by underwater life. The Ultra Boost
Uncaged is a frontrunner for a new generation of
footwear. Designed for running culture, they put
comfort first, with supportive four-way stretch,
100% boost midsole and feature unmatched grip
and durability. What makes them so special though
is the prime-knit upper is created entirely from
yarn made from recycled ocean plastic. The use of
light blue and white was chosen to remind people
about the dangers of coral bleaching in reefs across
the world, ensuring that everything about the
design is focussed on raising awareness without
compromising on the aesthetic itself. q
ADIDAS SPINS PL ASTIC
FROM THE OCEAN
INTO AWE SOME KICK S ,
I N C O L L A B O R AT I O N
WITH PARLE Y FOR THE
OCEANS.