Sanjana Batra on The Future of Fashion
Mumbai, India
Sanjana Batra is a Mumbai based celebrity stylist and style curator. She started her career at an advertising film production house, followed by a stint as fashion editor for an online lifestyle magazine. She found her true calling after deciding to freelance and focus on celebrity styling. Her current clientele includes some of the top names in Bollywood. Her aesthetic can be best described as feminine, chic, understated yet glamorous. In recent years, her portfolio has included campaigns for H&M, Reebok, Vero Moda, Only, Nivea and Daniel Wellington.
Becoming a Stylist: My interest and love for fashion started at a very young age. I have always been drawn to beautiful things and the art of curating. While growing up my parents and our travels to Europe played a huge role in influencing my choices and developing my aesthetic. I have to be honest, I didn’t see myself pursuing fashion as a career initially. It was only when I started working at an advertising production house in Mumbai that I came to understand the entire process of styling. I found it both challenging and exhilarating. In 2013, celebrity styling in specific was gaining momentum and picking up in India and I was keen to pursue that avenue. I was lucky enough to meet the right people and get the right opportunities to showcase my work. The thought of being able to make someone feel like the best version of themselves through their sartorial choices is definitely the most thrilling part of my job.
Personal Style: I’m quite an eclectic shopper. Whether its quaint or luxury boutiques, high street stores, vintage stores, sample sales, exhibitions/ pop-ups, flea markets , online – I’m constantly on the lookout for key pieces to add to my wardrobe and styling kit. I think my style philosophy is constantly evolving and ever changing but on the whole I like to keep it classic/chic with an eclectic touch. I enjoy experimenting with trends every now and then but I always choose to invest in pieces that I feel are an extension of my personality and work well for my body type. Form, fit and fabric are all crucial for me. I like working with pieces that can be styled differently and worn across many occasions. Off late, I have found myself gravitating towards neutral tones like beige, taupe, off white, ivory, olive green, grey and black a lot more.
The Pandemic Effect: Right now, work has come to a complete standstill but I’m hoping we will all bounce back sooner than later. My work as a stylist thrives on human interaction and contact so it’s difficult to imagine what the process will look like post this phase. Pre Covid, a regular week at work consisted of anything between 4 to 10 red carpet events, media events, press junkets, ad shoots , photoshoots and personal sightings. My team and I would be running from one event or shoot to another. Time management and meeting deadlines was possibly the most demanding and challenging aspect of the job. I do however imagine there will be a slowdown post this. Big events in specific will be far and numbered.
For a lot of us, it’s been a struggle getting used to the new normal over the last few months but I do think a lot of us have the privilege and comfort of using this time to reflect and reassess our choices. There are however many who have had an exceptionally challenging time. Tailors, artisans, runners to name a few are all dependent on a daily wage. It brought their livelihoods to a complete standstill.
Up-and-Coming Labels: I have to say social media has been the biggest tool in discovering new upcoming brands and designers. My team and I are constantly on the lookout for new emerging talent. I feel that the process of discovery is a crucial part of any stylists job. It allows you to challenge yourself, find new ways of presenting your work and in addition its always encouraging for a new brand /designer to get the right platform to showcase their work. We have new brands/designers reaching out to us all the time. For me personally; originality, wearability, consistent storytelling and strong brand aesthetic are very important factors in standing out from the crowd.
That is where The New Edit comes in. To have a platform which works with new fashion brands showcasing their creativity is hugely exciting.
Challenges New Fashion Brands Face: I think at this point the biggest challenge for a young budding designer or brand is to stand out from the crowd and establish themselves. We are living in a time where we have the privilege and curse of unending variety, choices and even accessibility. I think these factors in particular make it exceptionally challenging for new designers to create a niche for themselves and gain a loyal clientele. I think the solution is to be consistent in delivering on aspects like aesthetic, design, quality, brand storytelling, visual imagery. All these areas contribute greatly in building and establishing a successful brand. Another essential factor is having the right platform and reaching out to the right target audience.
The Future of Fashion: I think adjusting to the new normal will be a process in itself. In regards to work, things will need to be a lot more systematic and well planned in comparison to what we have been used to until now. I do imagine big scale events and shoots won’t take place for a while. Shoot crews will be much smaller with limited people on set. Masks, gloves and sanitisation will be a crucial part of our daily lives and reality. I’m learning to trust the process and enjoy doing nothing for a change. I think one big learning that has come about is the realisation that a lot of what we plan in life is truly never in our control.
In terms of the global fashion industry I feel the shift towards digital platforms will make brands a lot more accessible. This will also be a more inclusive way going forward.
There’s going to be a natural shift in people’s priorities for a short while at least. I feel people are going to focus more on consuming consciously. They will invest in quality over quantity; classic pieces that are easy to mix and match and can be styled and worn in different ways. I also feel that the focus will shift towards empowering and supporting local/ homegrown brands and talent. I see people choosing to invest in well crafted and ethically produced products. I don’t think seasonal trends will be the focus for a while. People will gravitate more to functionality and pieces that are timeless which also makes pieces more sustainable. Face masks are going to be the essential accessory going forward as they are the first thing someone would notice, even before clothes and shoes.
June 2020
