AYUSH, WHO STYLES YOUR PHOTOSHOOTS?
Many of you have asked me this question recently. The answer is I style my own shoots. I am very particular about what I want and I am very controlling. The thing is no one in this World can represent my brand better than me. My Brand is an extension of me, it's very important that the true essence of what I believe in is showcased in my shoots. It's not that I am against working with a stylist I just have not found one I am willing to work with. I hate symmetry and clean lines when it comes to photo shoots. And from my experience most people try to make things look perfect, like that crease on the saree pallu, a small fold in the border or a wrinkle on the forehead - to me these things add to the beauty of the shoot and I don't want them to be removed. In real life the eyeliner sometimes does get a bit out of line, the saree does get crumpled and the lipstick smudges at the edges - it's ok I like to leave it like that. I never fret about these things, they are not important for me, what I focus on is making sure we capture those beautiful moments which I can tell a story with. I don't do my shoots thinking of them as a fashion shoot, I think of them as weaving a story with my clothes through the medium of pictures. And once I look at it like that everything becomes real, all the imperfections become an integral part of my script and the result are pictures that are a piece of art not just photos promoting my clothing. My shoots should evoke emotions, spread happiness not just sell my clothes. A picture speaks a thousand words and that is what I want them to do!
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