The shoot for the Gionee India Beach
Fashion Week’s campaign and calendar is underway at Bay 15, Dona Paula. The
crew, while presently enjoying the weather, is also hoping that it will clear
up a bit so that they can get the best shots that will portray Goa, and India
at large, as a perfect wedding destination. With Pallav Ojha, Chief Creative
Officer and Co-founder of India Beach Fashion Week, and Amyn Manji, IBFW’s
Director and Co-founder, keeping a close look on the developments of the shoot,
they want to highlight the calendar with candid photographs at a wedding, sans
the jewellery and Indian wear.
“We wanted to bring out the lifestyle angle
of Goa as many fashion shows attract designers, trend watchers and celebrities
to Goa to celebrate fashion. The calendar will be available at select stores as
we are gearing up for the Gionee India Beach Fashion Week, Winter Celebrations
on October 29, 30 and 31, 2015,” says Pallav.
In the fashion industry for the past 40
years, James Ferreira and his designs are legendary. “I have been part of the
Indian Beach Fashion Week for many shows and I feel Resort Fashion is a
relevant segment of the fashion industry. Resort is not only the beach; it can
be any place where people go to party and relax,” says James. “Goa is gorgeous
and we will be doing four shoots here in Goa, with one highlighting the
mehendi, sangeet and even the wedding bed.”
Creative Director and Chief Stylist for
IBFW, James’ designs, however, won’t be used for the shoot. “The shoot requires
a flowing garment which I don’t design. As I am styling the shoot, I am not
pushing my designs and that is what designers should understand. The garment
has to be the right outfit for the situation,” says James who is working with
Birla Levi’s fabric for his next collection.
“In India, you will find a king for
everything. King of drapes – Tarun Tahiliani, King of Kitsch – Manish Arora,
King of Bollywood – Manish Malhotra… and then no one wants to experiment
anymore,” adds James, who loves teaching at various fashion institutions in
Hyderabad, Indore, Surat and Pune. “Now the entire industry has turned
professional but still Indian fashion doesn’t have a colour forecast or a size
chart. Thankfully there is one being developed at the National Institute of
Design (NID). Also, we have millions of students turning into designers but
there is no vocational infrastructure to train the tailors and embroiderers
that are the backbone of the industry,” explains James.
The designers whose garments will be
featured in the calendar shoot are Anjali and Arjun Kapoor, Ken Ferns, Babita
Malkani, Riddhi and Siddhi Mapenxars, Harsh Harsh, Mukti Tibrewal, Avesh
Dadlani, Prateek Chauhan and the Rachna Sansad College of Design. Kaustubh
Kamble is the Fashion Photographer while Neha Asthana is the Art and Design Director
for the shoot being held at BAY 15, Dona Paula.
Supermodel Erika Packard is being featured
as the bride for the shoot. In the fashion industry for a few years now, she
was scouted by an agent on a karaoke night out with her friends. “I was
surprised when an Elite Model Management agent from Paris approached me for
modelling. I was a tomboy who wanted to study psychology. My mother, who is
from Goa, was very encouraging. She told me to give it a shot because
everything in life happens for a reason,” says Erika, adding, “I am currently
the face of Coca Cola and Clinique. I have done magazine covers for Harper’s
Bazaar, Femina, Elle, Grazia and other leading magazines.”
Born to an Irish-English father, noted
Bollywood villain late Gavin Packard, and a Goan mother, Avril, Erika is happy
to be in the entertainment industry. For this shoot, Erika is modelling with
two male models. “I have done numerous other bridal shoots and i find it very
easy. I have also worn a 20 kg lehenga for a shoot. For this calendar shoot, I
am given a bridal bikini, so I am the happiest bride in the world,” quips
Erika. Sapna Dourado is the Hair and Make-up Director for the shoot.
