`Be: Transformed' helped consumers identify their style quotient
HOW OFTEN have you purchased clothes, fabrics, colours and prints included, based on your face contour - oval, heart or round, body type - hourglass, rectangle or pear, or for that matter, on lifestyle - you could be a die hard party freak, a shrewd entrepreneur or a combination of both? Probably seldom, since most of the time it would be shopping randomly off the pręt racks when not succumbing to the salesman's hard sell.
`Be: Transformed', the recent fashion event at Be - the pręt-a-porter store from the house of Raymonds - was one such event that focussed on helping consumers identify their own style quotient and likewise interpret trends to suit their personal style. "There has been a fashion explosion in India unlike in other countries where it has been a gradual process. The result is too much choice - one comes across pręt everywhere that is affordable. This can be very confusing for a customer," says fashion expert Sujata Assomull. An image and media pro from London and currently based in Mumbai, she also happens to be a noted fashion writer for Elle, Midday and other publications. "Ramp is something very difficult for people to relate to since they don't have the slim figures seen on the ramp. But the fact is, fashion is not for the supermodels. It is for you and me. Fashion is a daily affair that stems from interpreting the look on the ramp," she says. And this was exactly what she did as she consulted customers - women who wanted to look feminine yet sensational and men wanting to try the `in' metrosexual look, during the day long event.
"There are seven basic personality types - sporty, graceful, alluring, creative, classical, feminine/metrosexual and sensational. Or it can be a mix of these. Add this to the face shape, which is essential for the neckline of the shirt. Then it also matters if you are long legged or short legged, it is important that you understand your body type. For instance, if you have an oval or apple shaped body, use accessories and patterns very smartly. Create vertical lines on the body. Understand your personal preferences and lifestyle. Choose fabrics, colours and silhouettes to create the image that you want to project. For example a charcoal grey offers the business-like look while white gives off a positive feeling," says Sujata.
One did find a transformation, like, a girl-next-door look gave way to a sensuous one with a top in summery yellow featuring back detailing teamed with a feminine beige skirt and stiletto, while the tee and jeans, the typical guy thing, was traded for a cool linen pant and shirt with a spiked hair do and suede and leather footwear. "It's about expressing yourself by means of dressing," confesses Ashish, an event manager, rather pleased with his transformed looks, a funky summer cool do, with loads of attitude.
About the event, "image consultancy is big abroad. It's a paid service offered at departmental stores and boutiques. We felt the need to introduce a similar concept for the benefit of our consumers. We are working on translating it to the floors. Probably we would mark a specific day every week for customers to come over and avail the benefit," says Ekkta Rajani, assistant manager, marketing, Be:.
Forget the binge diets and the wish-I-had-those-looks craving. Here's a quick guide on buying right clothes that flatter your body type.
Rectangle: Go for monochromatic looks. Avoid vertical lines. Use belt or cuts at the waist to give an illusion of a waist.
Apple: Choose non-constructed silhouette such as jacket. Baggy, a no no they will only make you rounder.
Hourglass: Good for you. Keep all shapes close to the body.
Pear: Balance with shoulder pads. Go for separates, preferably with bottoms in darker tones.
Inverted triangle: Ensure volume and lighter colours for the bottoms to balance it out.
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