The COLLECTIVE launches India's First Fashion Art Book – The Green Room

Parent Category: Fashion n Modelling

Posted in: Apparels on Thursday, 05 September 2013 07:47

Published on Thursday, 05 September 2013 07:47

Written by Models n Trends

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The Collective, a part of the Madura Fashion and Lifestyle division is a super-premium multi brand retail concept and considered to be the mecca of luxury brands in India. After rigorous market research and studying consumer insights over the last year, The Collective has recognized the pivotal role that fashion stylists play, not only in influencing fashion statements but in defining fashion for their clientele.

As a result, The Collective has launched the ‘Stylist on Board’ Program which,bridges the gap between fashion, Bollywood and the consumer, allowing The Collective customer access to the stylists that are behind the fashion statements of Bollywood’s best. The stylists - 8 of the most celebrated celebrity and fashion stylists, are  Anaita Shroff Adajania,  Ekta Rajani,   Niharika Khan, Ami Patel,  ArchanaWalavalkar, Kushal Parmanand, Nitasha Gaurav and Mohit and Aastha

The first initiative under the program was the launch of India’s first Fashion Art Book in presence of the key clients, Bollywood celebrities, corporate head honchos and the Madura Garments Leadership team comprising of Pranab Baruah, Business Director (Apparel and Retail), Ashish Dixit, CEO Madura F and L and R Satyajit, COO, International Brands and New Businesses. 

The Style Coffee Table Book titled ‘The Green Room’showcases The Collective Autumn/ Winter 2013 merchandise in the stylist’s own unique style. It revolves around how the art of styling can tell a thousand stories. It is broken up into four sections – Chaos, Drama, Debauchery and Narcissism – with each stylist interpreting a theme in their own unique style. The end product is an edgy, stylish look book that tells the story of life behind the camera.

R. Satyajit, COO – International Brands and New Businesses, MGLRCL said, “After intensive market research over the last year, we have realized the importance of stylists in shaping consumer perspective about fashion and trends. As a result, The Collective has decided to initiate the Stylist on Board program wherein we have tied up with the industry’s best fashion and celebrity stylists. Through this program we have produced the first ever Fashion Art Book in the country. It showcases our merchandise perfectly as well as incites consumers to the store. The great response that this program has received has prompted us to take it to even greater heights next season onwards.”

Commenting on the occasion, renowned celebrity stylist Anaita Shroff said, –“I’m very excited to be associated with The Collective. You can almost feel the excitement in the clothes. My theme is drama and we’ve tried to show some amounts of aggression and fights that constantly build up.”

Stylist Ami Patel added,“To me drama is a very important part of styling. So we are basically juxtaposing trends, which are very dramatic with the play of drama backstage.”

KushalParmanand expressed,”This is the first time that 8 leading stylists have come together to put an Autumnwinter look book. The Collective is a great store and a lot of the merchandise we have used is what I would like to own myself.”

Fashion stylist Ekta Rajani said, “My theme was chaos. This project has been absolute fun. It’s amazing to be a part of something like this.”

Celebrity stylist duo Mohit and Aastha commented, “We are trying to capture a lot of chaos through reflections and mirrors. Quite obviously the merchandise is quite great, which we’re not allowed to take home, though we’d love to.”

Fashion Stylist ArchanaWalavalkar said, “It’s such a great concept that no one has done before. It’s about the backstage story and the chaos that goes on there.”

Renowned Celebrity Stylist Nitasha Gaurav expressed,“The theme I worked on was narcissism, which is about self love. There are very few people who can pass a mirror without looking in it. The Collective, as always has the most fabulous clothes. I think it’s my go to place when I style celebrities or movie stars.”

About The Collective

‘The Collective’ is a super-premium lifestyle retail chain that was launched by Madura Garments Lifestyle Retail Company (MGLRC), a group company of the Aditya Birla Nuvo. A first of its kind retail concept, the brand has seen a host of international apparel and accessory brands making a foray into the country for the first time.