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EDG
DecemberI1 2 0 Volume1
Rs.0 5 1

SECOND HAND
FASHION
thenewcool

NITIBHA KAUL
THROUGH
CHAINS AND ICE

INFLUENCER MARKETING
AWholeNewProfession
1
2 3
 EDITORS’
NOTE
W
e proudly present to you the first edition of
EDGE, December 2021 Issue. With a newfangled
approach in putting together some latest content
through mix media, EDGE serves as a medium of creating
a fresh perspective and purpose for today’s generation,
the GEN-Z. From fashion and lifestyle to trends, travel and
technology, twice a year, we have got you all covered.

Our cover story titled “Influencer Marketing” written by Pranjal Kukreja talks about
a whole new profession and how it is here to stay. Then comes our next trending
article written by Nimish Goyal, “A focal point through chains and ice” which talks
about how accessorising can make an effortless statement. Next in line, we have an
article from the travel section written by Aishwarya Vydyanathan, titled as “Media
Influencing travel choices” which covers how social media has changed the way we
travel and explore along with how it adds to the experience as a whole.

Moving on, we have our favourite Photostory from the lifestyle segment, titled
“Dress Releif” written by Prabhleen Kaur which emphasizes on how consumers are
shifting towards colourful and printed clothes in the post pandemic lifestyle. And
last but definetly not the least, we have an article writen by Sidhart Mujeeb, titled
“AR/VR dressing rooms” which covers the aspect of how technology can be used
at its best, to go hand-in-hand with the fashion industry, which will definetly leave
you awestruck.

Curating this magazine was not only enriching for us, but it also taught us the ability
to tackle different challenges in life. We hope our readers get to take something
away from the variety of content that we have to offer, along with a wonderful and
fullfilling experience. There is so much more to read, to ponder and to know, as
someone rightly said, we are all truly, after all, still learning...

4 5
 list of list of
contents contents
FA S H IO N
03
01 ~ Street Style: A Cause To Rebel
~ E-Commerce Influencing Consumerism
~ Future Of Fashion In India: Ungendered
~ A Focal Point: Through Chains & Ice
K NO W T H E NO W
~ Retro Revival: A Trip Down Memory Lane
~ Influencer Marketing: A Whole New Profession ~ Stores Leveraging Instagram Retail Trends
~ Second Hand Fashion: The New Cool

L I FE ST Y L E T R AVEL

04
02

~ AR Dressing Rooms
~ Inspired By
~ Dress Relief
~ Media Influencing Travel Choices
~ Luxury VS Necessity
~ Urban Eye
~ Guarantee of a Job witth Online Degree

6 7
 FASHION
FASHION
FASHION
FASHION
8 9
 ST RE E

Models: Jagrit Advani I Mahi Sharma

Shot By: Pranjal Kukreja
Outfit Courtesy: ZARA, JAYWALKING & H&M
10 11
Styling: Aishwarya Vydyanathan I Prabhleen Kaur

STREET STYLE:
A CAUSE TO REBEL
In the days preceding lockdowns, controlled times for outdoor activity and mask
mandates, our fashion preferences have begun to shift. An increased interest in
comfortability has been on the rise for the past couple of years, with loungewear
on the forefront
By: Prabhleen Kaur
T
he fallacy that comfort
and style are unable
to synchronize was
debunked during the stay-
at-home directives. Baggy
clothes have completely
taken over the contemporary
phase. Oversized graphic
T-shirts, biker shorts, and
sweatpants are only a couple
of the styles flourishing over
the past year. Streetwear is in
a prime position to take on
the protective and functional
role consumers are already
seeking, the particular
culture has only seen a rise
in the past few years.
12
gy edgy edgy edgy e
The aesthetic emerged as
a subculture to punk rock
and hip-hop of the 1970s
to find a permanent spot
on modern-day couture
runways, streetwear has
been a movement of its
people. India has a sizeable
community that is into street
fashion, in the range of
five hundred thousand at
least. Logo T- shirts, coach
jackets, tactical apparel,
Yeezy, Jordans, and Nike
SB’s are some styles that
form part of the uniform of
this crop of India’s bubbling
streetwear community.
Model: Mahi Sharma
Shot By: Pranjal Kukreja
Outfit Courtesy: H&M 13
Styling: Aishwarya Vydyanathan
 Model: Jagrit Advani
Shot By: Angel Martin
Outfit Courtesy: ZARA
Brands like Jaywalking, Bhaane and Capsul are available
to the discerning Indian Gen Z and millennials, through an
authentic lens of storytelling and community.

When it comes to shopping preferences in the streetwear

cult, people were logo- obsessed in the early days. But with
time, more evolved pieces and styles have begun picking up
steam. “We’ve seen an interesting mix of consumers, there
are Gen Z consumers who love streetwear-inspired luxury
or street-luxe. Then some love the hype and those who are
away from the hype, love the stories our brand tells.”, says
Sagal Singh, 24, owner of Lead-A, Jalandhar-based.

Brands in their spring and autumn 2021 collection considered

how garments can be put to use both indoor and outdoor,
their tangible materials are suitable for working from home
and venturing out. Meanwhile closer to home, amidst a
growing local rap culture and collective conscience. After
almost 2 years of solace in our basic tees and pajamas,
people find it monotonous to carry forward the same colors
and silhouettes. Fashion has changed since the advent of
social media as consumers increasingly dictate trends rather
than brands. Social media has led consumers to adopt and
move on from fashion trends quicker than before, and to
appease their customers, brands must keep up with the
forecasts. Trend forecasting using social media analysis
allows fashion brands to unlock potential for commercial
and creative success. Instagram plays a gigantic role in
influencing our minds to dress up.

14 15
 Most streetwear brands use
influencer marketing and
collaborations to advertise
their apparel inclusive of
bold prints, high saturation
in color, and rebellious
graphic prints. Dhruv Arora,
19, model, Delhi-based,
quotes “It was a hard time
when there were no events
neither any kind of physical
shoots. We barely had a
chance to dress up, but now
that things have taken a turn,
I largely take inspiration
from Instagram posts
and reels to incorporate
streetwear into my style
as it is a comprehensive
approach towards fashion
and includes styles that differ
from mainstream fashion
considerations.”
Streetwear today is a
comprehensive approach
towards fashion and includes
styles which intersect, differ
from mainstream fashion
considerations and are
based on individualism,
and do not strictly focus
on current fashion trends.
Individuals, these days can
make a statement and show
a little bit of their inner
persona. Street style helps
individuals demonstrate
16
their multiple identities,
in addition to utilizing
subcultural and intersecting
styles or trends. It is an
incredibly viral, instant,
addictive facet of fashion
that’s changed how fashion
is made and consumed.
People have started to
take it as a medium of self-
expression wherein they
want to rebel and make up
for the lost time, wearing
chunky sneakers or bold
accessories with rope-
like structures, gold snake
earrings, and knotted rings
are all signs of subversion.
“I always am keen to read and
understand about the origin
and evolvement of street
style fashion, as it evokes
in a sense of nostalgia and
culture.”, says Reet Arora,
19, fashion student, Delhi-
based. She always feels
confident and strong with
a baggy tee and a pair of
joggers while wearing Nike
Air Jordans underneath as
it is comfortable as well as
chic, she further adds. The
whole new sneakerhead
culture is in harmony with
the streetwear aesthetic,
such that a lot of brands now
take care of their silhouettes
so that they go well with
pair of sneakers trending
recently. It has also leaped
over the luxury sector, Off
white, Gucci, Louis Vuitton,
and even Balenciaga are
catering to the needs of
streetwear enthusiasts.
Most influencers and
celebrities are seen in
oversized T-shirts with biker
shorts or sweatpants with
a fanny pack or a belt bag
in their airport looks or
grocery runs. Some of them
have begun to adorn this
aesthetic at formal events
as well, Wearing a graphic
baggy T-shirt styled with a
belt and Dr. Martens with a
fancy baguette makes for
a perfect look, creating a
‘hype’ on social media thus
resulting in a trend.
The trend is inclusive enough
to all body types, the
silhouettes largely related to
it being oversized and loose-
fitting. This factor leaves
no scope for discomfort,
inconvenience, or any sort
of complexity for not being a
particular body type. This is
another cause of its
popularity makes us believe
that it is here to stay.
17
 Models: Jagrit Advani I Mahi Sharma
Shot By: Pranjal Kukreja
Outfit Courtesy: H&M, UNIQLO, ALDO
Styling: Aishwarya Vydyanathan I Prabhleen Kaur
18 19
 FALL 2021
COLOUR PALETTES
The fall/winter 2021-22 colours have been entitled as elevating and energising and come
across as brighter and unconstrained than last season’s. The colour trends extend from
vivid hues like illuminating yellow and dark red to neutral tones like grey and beige. The
shades of green, the sage or the lush lawn variant and a more redefined ‘olive’ will be
the must have nuances this year. On the whole, this year’s anticipated colour trends are
embedded in hope and buoyancy.

By: Prabhleen Kaur

A trip to the woods would
credibly divulge many trees
that still have deep green,
and this colour palett speaks
to that. Pair the deep, dark
green with the lighter shades
for some serious contrast.
The warm and optimistic
tones of yellow offer the
promise of a sunny day. It is
a bright, intense, charged,
sunny and cheerful yellow
capable of giving verve and
impetus to any outfit.
One can practically smell the
crisp fall air by looking at
this monochromatic brown
fall colour scheme. Similar
shades can be paired for a
more sophisticated effect or
go bold by picking the two.

Shot By: Pranjal Kukreja

20 21
22 23
 E-COMMERCE &
CONSUMERISM
Going online is an increasingly personalised experience. Shopping sites offer tailored
suggestions, and even once we’ve finished browsing, advertisements seem to follow us
across the internet playing games with our minds.

By Aishwarya Vydyanathan

Fashion e-commerce has Prakhar Singh, 22, a a generation like ours. It

gained extensive popularity Chandigarh-based software is possible to study every
worldwide.This growth engineer, expresses “buyers user activity on the website
has been fuelled by rapid are intrigued by the liberty through customer reviews,
adoption of technology, of diverse choices and and gain useful insights into
improving standards of e-commerce has also consumer behaviour.”
living, an increasing young overturned the traditional
population, economically loyalties and given birth
advancing middle class, to a new wave of direct-
and increasing access to the to-consumer market. The
Internet through broadband biggest advantage that
and use of smartphones. The online fashion retailers have
pandemic has dramatically over physical shops, is the
changed the current fashion, readily available information
and business climate. As the which seems perfect for
digital age progresses, many
other fashion brands are
now turning to e-commerce
to serve their customers.
Shopping sites make it
incredibly quick and easy to
buy online. People can spend
vast amounts at any time of
the day or night, often with
just just a few clicks. Online
shopping offers fashion
enthusiasts a new world of
opportunities, and websites
are providing better
shopping experiences with
their upgraded interfaces.

24 25
CONS UMER
Whereas brands are creating
compelling websites in
reality, there lie drawbacks
that pull down this very
concept. Many consumers
tend to hesitate about
handing out their personal
information, their
A person’s choice while
card
details to an online store.
shopping online or the
decision he/she makes is
also influenced by mood
sometimes and other
external conditions.
Manya Anand, 24, a Delhi-
based website developer
exclaims, “However the
design of online shopping
sites can cause problems.
Sites often use highly
personalised nudges and
suggestions to pressure our
minds to make us spend
more, for instance alerting
customers about items that
CONS UMER
are low in stock, selling
26
quickly or on sale for a limited
time . This can be difficult to
resist, particularly for people
who are more impulsive as a
result of their mental health
problem. Too often this
leads to overspending, can
instil panic, distort decision-
making, debt problems and
puts additional pressure on
people’s mental health.”
Whether we are playing a
game, watching a video
on youtube, listening to
songs on spotify, scrolling
through social media, or
just browsing our preferred
news site, we are constantly
being exposed to ads, and
because most ad services,
such as Facebook and
Google, use our personal
data to understand our
preferences and interests,
these ads are naturally more
effective than those we see
on the television.
27
 Avni Maini, 19, a Delhi-based Psychology student, expresses, The convenience based
“Online shopping only provides, at most, a handful of on the internet is mainly
pictures of the product and information on size/fit/fabric. due to technological
Many shoppers still need more information available to developments, which
make choices. Tactile considerations, such as how an item plays a key role during the
feels or how the textures come into play, as well as how development of Internet
clothing will fit, all make a big difference when it comes to shopping. In the last decade,
consumer purchases. organizations have realized
that the new technology
She further adds, “In-store engagement with customers is could impact Internet
something many businesses are trying to preserve, even as shopping deeply, and thus
technology continues to invade the retail and fashion space. there are many important
The opportunity to communicate to a brand representative technologies like virtual
about your needs and requirements is far more insightful reality and 3D techniques
than staring at the words on the screen and finding out what that have been adopted to
you need. In-short the sensory experience is being missed gain huge and competitive
by the consumers.” advantages over else.
The pandemic has forced a
demand rethink, certainly in
the earlier part of the crisis.
The second factor that’s
28
playing out here is what we
wear and what we buy. The
product mix of that has been
dramatically different, owing
to the fact that we’re all now
spending much more time at
home. All of that has caused
a real demand shock in the
whole entire system.
Akshat Panwar, 27, a Kolkata-
based fashion consultant,
exclaims, “An e-commerce
portal is no longer just a
platform for designers and
brands to sell their products.
As e-stores continue to
develop, competition will
continue to grow between
retailers. The ones that thrive
will be the ones managing
information in the best way.
Multichannel integration
and seamless offline/online
transactions will be the way
going forward.”
E-commerce has infiltrated
nearly every step of the
buying process, from forming
an opinion and choosing
where to start researching
all the way through to
making payment. Fashion
has emerged as a strong
category for e-commerce,
and witnessed accelerated
growth in this post pandemic
lifestyle favouring the youth.
There is a reluctance to head
for common shopping areas,
making online shopping
an integral part of the new
normal for fashion as well.
29
30 31
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FUTURE OF FASHION:
a

y
o
o

n
r
UNGENDERED
o
d
n d

d
g

Considered a medium of self expression in itself, ‘genderless’

a
n

fashion might dissolve the very core of socially constructed

n
gender roles and binary identities
a
By: Pranjal Kukreja
d
g

n
n
o

gy ny
a
y

ny
d
o
n

o
r

dr

Models: Yashika Handa I Mahi Sharma

Shot By: Pranjal Kukreja
Outfit Courtesy: ZARA, H&M

32 Styling: Prabhleen Kaur

33
 For ages now, fashion
has been known to play
quite a significant role in
defining all social aspects
of an individual’s life. We
are currently witnessing the
entire world waking up to
the concept of genderless
fashion, a movement of the
youth who is more informed
and less inhibited.
For a culture like ours, with
uber masculinity and modest
femininity as one of its prime
facets, achieving ambiguity
in gender could seem
like a long shot. However,
India embraced gender-
fluid fashion way before it
became a movement. The
fact that Indian Goddesses
were bare-chested and men
wore draped dhotis and
sarees is quite intriguing.
From ‘angarakhas’ to
‘kurtas’, Indian fashion has
always been genderless,
UBER MASCULINITY
MODEST FEMININITY
34
and numerous Indian
designers are only adding
more momentum to this
very movement.
Quoting The Times Of India,
in an article published on
October 3, 2021, titled “The
Future Of Fashion Is Fluid
And Free”, writer Saranya
Chakrapani explains, “A tribe
of young fashion labels are
changing the world through
gender-fluid or genderless
fashion. It isn’t simply about
tailoring a garment for one
and all but creating culturally
compelling statements that
everyone in the eclectic
gender spectrum can
proudly fit into and make
their own.”
Numerous homegrown
androgynous labels have
actively been a part of
this huge movement.
The Pot Plant by Resham
Karmchandani, Two Point
Two Studios by Anvita
Sharma, Anaam by Kabir
Sharma, and Bloni by Akshat
Bansal are a few names to
reckon with. Some of these
labels were also a part
of Lakme Fashion Week
Winter/ Festive 2018, raising
their voices and sending out
a strong message through
their ‘agender’ collection.
Sajal Singh, 24, Delhi-based
owner of a genderless
streetwear clothing and
lifestyle label, says, “Gender
neutral clothing isn’t an
aesthetic, it is a state of
mind. My brand is based on
the belief that fashion has
no gender, therefore all our
silhouettes and designs are
unisex. Based on the kind
of feedback I have been
receiving over the past few
years, I still believe that most
of us haven’t been able to
35
 come to terms with men
pushing fashion boundaries.
For instance, if a woman
happens to be wearing an
androgynous suit, she would
be seen as someone who is
bold and powerful. However,
if a man decides to adorn a
feminine silhouette such as
a skirt or a saree, a majority
of people would be quick to
question his masculinity.”

When trying to bend gender

rules, male celebrities have
been looked down upon
and trolled on numerous
occasions. Ranveer Singh
is one of the few Indian
celebrities who does not
shy away from sartorial
experimentation and is
leading the way towards
ungendered fashion. We
have seen him rocking
skirts on the red carpet and
wearing heels for Vogue,
all while breaking gender
stereotypes. While his
androgynous looks have
been appreciated by many,
he has also received strong
criticism for not adhering
to the societal norms of
conventional dressing.

36
TWO POINT TWO STUDIOS 37
 Angelica Gautam, 23, Delhi-based freelance stylist, says,
“I personally have grown up styling hand-me-down shirts
from my father, hence a specific gender section of a
clothing store does not restrict my choices. However, I
believe that to some extent, androgynous fashion in India
is still being viewed as a trend, only propagated by the
LGBTQ+ community.” She further adds that although we
are witnessing a huge shift in the fashion industry, there’s
still a long way to go.

Today, numerous Indian labels are​ ​driving home the point

that breaking gender norms and standing for gender
neutrality is​ ​an inherent part of their ideology. The Indian
fashion industry is changing, so should our mindsets.

“Creating
culturally
compelling
statements
thateveryone
intheeclectic
gender
spectrumcan
proudlyfit“
into.

38 39
 THROUGH
CHAINS AND ICE
The world of fashion isn’t only about clothes. People may
improve their personality, style and appearance with accessories
and when you look good, you feel good.

By: Nimish Goyal

Accessories have the wave of necessities. Work-

ability to change a plain
and uninteresting outfit
into something special and
distinctive, making you the
star of the show. However, if
you are a novice and new to
it, lugging these equipment
is not a simple chore. If
not worn correctly, these
items might detract from
rather than enhance your
appearance.From ‘bucket
bags’ to ‘chain necklaces’,
accessory trends from 2020
on include a combination
of historic and futuristic
items, as well as a lot of
vibrant, colourful pieces.
Accessories are found in
a wide range of materials,
styles, and patterns for all
people, irrespective of age.
from-home opportunities,
at-home exercises, and
meditation and mindfulness
activities are all growing in
popularity.” She later adds
with an example that shoes,
unlike other accessories,
are likely to be worn every
day. Having a few neutral
footwear alternatives in
your capsule collection such
as a white sneaker, nude
heel, black flat, and black
or brown boots is crucial,
but statement footwear may
boost your outfit.

Muskan Garg, 22, Political

Science Graduate from
O.P.Jindal Global University,
Sonipat claims, “Customers
spend more time indoors
as a result of the lockdown
enforced in the majority of
countries, resulting in a new

40 41
 Vidhi Agarwal, 24, Delhi-
based Law Graduate states,
“Accessories emphasise
one’s individual style, taste,
and preferences. They also
provide limitless clothing
options, allowing you to
make the most of any piece
you own. Clothes take up
more physical room in your
wardrobe, but accessories
are crucial finishing touches
to each look.”
Model: Nimish Goyal
She also clarifies further
Shot By: Pranjal Kukreja
about how a purse, scarf,
Outfit Courtesy: H&M, Local Sourcing
or headband may not
Styling: Aishwarya Vydyanathan I Prabhleen Kaur
have much of an impact
on their own. When worn
with clothing, however, the
accessories serve to create
a more complete look.
Accessories are just as vital
as clothes, and they give you
42
a whole new way to express
yourself. You may build a
fluid style wave from head
to toe using accessories.
Accessories, believe it or
not, may be a great way to
start a discussion. Starting
a conversation by praising
someone on something nice
they have is always a highly
smart approach.
Large accessories can be
mixed and matched in one
outfit, but no more than 3-4
should be worn at once.
They should, of course,
complement each other in
terms of colour, style, and
substance.Wide variety of
jewellery are accessible
in the market nowadays,
whether for men or women.
Partesh Singh Ramana, 20,
Amritsar based Business
Chemistry Student explains
how large accessories can
be mixed and matched in
one outfit, but no more
than 3-4 should be worn
at once. They should, of
course, complement each
other in terms of colour,
style, and substance. He
also elaborates how multiple
accessories for men are
becoming a more attractive
accent for any casual or
formal look.
Accessories like bracelets,
rings, earstuds, watches and
brooches can substantially
boost your style or
provide the much-needed
minor improvement and
individuality to round off
43
 your ensemble. They may
be worn alone or in a set to
create a sophisticated look.
Partesh adds, “Beaded
bracelets, along with solid
metal and chain bracelets,
are among the most popular
types. Bracelets are a great
method for guys to express
themselves because there
are so many different types
to choose from.” Necklaces
and pendants are very
prevalent these days. Both
are typically given to men
as birthday gifts or as tokens
of love from their significant
others or partners.
“To cut to the chase...”,
he concludes, “Men are
fashion-conscious and enjoy
keeping up with the latest
too. This is why top-tier
44
designer companies are
launching their ‘collection
for guys,’which is more than
simply clothing.
Khushee Grover, 20,
Faridaba-based Psychology
Student exclaims, “During
sunny summer days,
sunglasses are a visual
delight. Sunglasses for men
and women are one of
the most popular summer
accessories. Although not
everyone likes wearing
sunglasses, when you find a
pair that looks well on you,
it’s a wonderful sensation.”
She further adds, “Our
electronics, from iPhone
bags to trendy headphones,
should be as fashionable as
you are. I’ve seen an increase
in designer AirPods covers
that look like tiny handbags.
“It’s not simple to know
how to accessorise. What
works for a dinner party
may not work for lunch
with the ladies.” quotes
Khushee. Some events or
occasions need a specific
dress code, and although
some requirements, such
as wearing a suit or formal
dress to a black-tie gala, are
self-evident, there are others
that are more of a matter of
custom or fashion etiquette.
What you wear to any of these
events is determined by a
number of circumstances,
including the location, the
formality of the invitation,
the weather, and, in many
cases, what everyone else
is wearing. However, there
are still certain fundamental
sartorial guidelines to follow.
The importance of
accessories holds the
epitome in today’s day and
era in the sense; wearing
jewellery and accessories
may draw attention to
particular parts of your body,
such as your hands, neck,
ears, and face. Secondly,
Your choice of jewellery and
accessories reveals a lot
about your personality.
Finding the perfect
accessory, producing the
right fit – always with an eye
for detail that defines - these
are the simple things that
make a huge difference in
the quality of clothes.
45
46 47
 influencer
marketing
AWholeNewProfession

With the evolution in technology came a multitude of

new career choices, Influencer Marketing being the
most sought after

By: Pranjal Kukreja

We’re all influenced by

what we see in our daily
lives, and social media is no
different. At a fundamental
level, influencer marketing
is nothing but social media
marketing at it’s best.
Individuals who have built
an online community with
a dedicated following and
are viewed as experts within
their niche, are viewed as
social media ‘Influencers’.

It’s almost impossible to

scroll through social media
and not find some form of
influencer marketing. From
conventional posts to ever-
popular Instagram Reels,
influencers are always on the
hunt for new ways to show
off their clothes, makeup,
travel and lifestyle.
Quoting The Forbes, in an
article published on July
02, 2020, titled “Why Is
Influencer Marketing Such
A Big Deal Right Now?”,
where writer Michael Fertik
exclaims “Our digital-first
world has fueled the power
of influencers across all areas
of interest, from politics to
products, from makeup to
marketing — and today,
“influencer marketing” is
having a dramatic impact
on the modern marketers’
strategy. Consumer Trust
Index reports that 92% of
consumers trust influencer
marketing over traditional
television advertising.”

Model: Nitibha Kaul

48 Shot & Styled By: Pranjal Kukreja
Outfit Courtesy: CROCS, H&M
49
 I n f l u e n c e r M a r ke t
In times when there
is growing skepticism
regarding the traditional
methods of advertising,
Authenticity is why people
trust Influencers. We
have been so exposed
to advertisements that as
humans, we have just been
averse to consuming any
more ad content. This is
exactly where influencer
marketing comes in.
Influencers today epitomize
authenticity by forming
meaningful connections with
their followers. Therefore,
most brands are consciously
opting for a marketing
strategy that involves direct
engagement with the
audience, via social media
influencers. With the help advertisement format. Meghna Kaur and Masoom
of our favourite influencers, Minawala for more than 3
brands are organically Himanshu Singh, 23, Delhi- years now. As an influencer
seeding in their brand based creator manager says, manager, I am responsible
stories, which were earlier “I have been working with for handling all the brand
being delivered to us in an creators like Rhea Kapoor, campaigns and paid
partnerships being offered
to the creator. Optimizing
content for each social
media platform is of utmost
importance. As someone
who is quite familiar with
the industry, influencer
marketing is flourishing
every single day. When the
concept of ‘influencing’ on
social media began, creators
were primarily just bloggers
who shared stories about
their lives and promoted
products they used everyday,
the only difference now is
that these influencers are
earning a living off of such
brand collaborations and

50 51
 U E NCERS
F L EP
IN IT
O
M
IZE
NAUTHE
C T I

TY
I

52 53
 paid promotions.”
Quoting India Today, in an
article published on October
5, 2020, titled “4 reasons
why influencer marketing is
becoming the new favourite
profession for millennials”,
where writer Prashant
Sharma exclaims, “This form
of marketing has become
the most favoured tool
among brands to promote
their products and services
online. Earlier, social media
was known as a platform to
connect socially but now-a-
days, it has become a mode
of income for many. Almost
every major industry has
seen a tremendous rise in
influencers. And brands are
leaning towards influencers
now more than ever.”
54
Today, most brands have
adapted to influencer
marketing like never before.
For instance, the best
example of an influencer
marketing masterstroke
would be ‘Sabyasachi x
H&M’. The collaboration
was all in the news for using
the power of social media
communication. With more
than 60 influencers onboard,
our Instagram feeds were
quite literally bombarded
with content revolving
around this one campaign.
Sabyasachi’s strategy is a
testament that influencer
marketing gives brands the
opportunity to engage with
their customers like never
before, almost making him
seem as accessible as the
collection itself.
55
 Nitibha Kaul, 29, Delhi-based social media influencer and content creator says, “Over the
past 4 years of my life, working as a full time content creator, I have gotten to learn so much
about this industry. With a combined social media outreach of over 2 million followers, I have
an audience that trusts and believes in me. We see content creators promoting brands of
their own niche every single day, hence the frequency of work in the influencer industry has
escalated so much that brand marketers are now taking this medium of marketing extremely
seriously. As an influencer who is also working with different brands, I am easing their lives
out by navigating my audience towards their products, all while helping them convert this
actively engaged audience into potential consumers. The kind of trust and loyalty that
I have built with my followers over the years is now rubbing off on the brands that I am
working with.” She further adds that as an individual who is monetising her influence and
56
making a living out of creating content, she is extremely pleased and grateful for the kind
of platform that she owns, since it allows her to make a career out of following her passion.
Generation Z looks up to influencers and aspires to have the sort of lives that they have,
since the opportunities attached with this profession appear quite rosy. For instance, Indian
influencers like Masoom Minawala, Ashna Shroff and Diipa Khosla have had the opportunity
to partner with global luxury brands like Louis Vuitton, Bvlgari and Dior. Infact, numerous
influencers are invited to attend reputed events like Paris Fashion Week, Cannes Film
Festival and The Met Gala every year.
As an undoubted profession for this generation, influencer marketing is already ‘The next
big thing’. For someone who is looking to make it big in marketing, knowing how to be a
social media influencer is certainly the way to go!
57
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Scan the QR code and make the most of this
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58 59
 LIFESTYLE
LIFESTYLE
LIFESTYLE
LIFESTYLE

60 61
 AR/VR AR/VR
ar dressing
rooms
RedefineyourShoppingExperience
With the concept of social distancing in this post-
pandemic lifestyle, AR technology enters fashion
spaces with limitless possibilities

By: Sidhart Mujeeb

Many retail spaces no longer
require their customers to
test out clothes, before
they purchase. Mirrors
and dressing rooms are
been replaced by VR and
AR technology, that are
allowing shoppers to see
what the items would look
like on them without having
to actually try them on.
The advantages of
pixelated solution, seems
to be justified with various
perks they provide. With
the introduction of virtual
dressing room, the usage
of trial room is minimised;
reducing the damage to the
entire inventory.
Yeshaswi Sahitri, aged 25,
Mumbai-based product
designer states, “The
concept of trying maximum
outfits in lesser time with
better visualization on the
virtual mirror is an additional
factor for a futuristic store
management.”Digital

The virtual dressing room is

a tech solution running on
mobile devices, allowing
online users to virtually
try-on a variety of clothing
items and accessories, with a
three-dimensional model. It
utilizes artificial intelligence
(AI) and augmented reality
(AR) technologies to simulate
three-dimensional models in
reality/ real-time.

62 63
V IRTUAL
apps that provide photo-
accurate virtual dressing
room; enabling customers
to try various looks virtually
without any inconvenience.
Zeekit, an Israel-based
fashion technology firm,
has partnered with brands
like Macy’s, Adidas and
ModCloth, to get shoppers
an idea of what a garment
looks like on their body
without physically trying it
on. On this app, users can
upload a full-body photo
and then try on clothing from
participating brands and
make purchases facilitated
through the app.
On Zeekit, customers can
simply upload a selfie, input
their height and weight.
Later, AI transpose their
faces to a body of more or
less similar size. They provide
only a static image, but with
a moving video of the virtual
result. This function allows
the brand to swap out white
backgrounds for immersive
scenes, with different virtual
backgrounds showing the
64
MIRROR
Based on the article,
published in 2019 by
Raconteur, writer Meghan
Tantum states, “Giving
customers the chance to try
on clothes virtually online
creates three opportunities
to boost revenues”. The
article also mentions that
Zeekit tech witnessed an 18
per cent average increase
in order value and a 36 per
cent decrease in returns.
Mallika Johari, aged 22,
Delhi-based UX designer
highlights, “Delivering
a smooth shopping
experience is crucial to
converting a customer:
brands that prioritize
customer experience tend
to enjoy higher revenue and
greater profitability”.
She also exclaims that
‘slow-to-load’ execution
can cost you a potential
customer. Hence, one must
focus on the virtual fitting company, to bring an exceptional end-to-end customer
rooms paired with the “try experience and increase return on investment.
before you buy” concept.
As she believes it is the best The era of digital age, knocks on every door of our
approach, for any brand or lifestyle with their advanced opportunities. With
technology collaborating with fashion and retail, the
global populace got to witness what a futuristic turn of
events this glamorous sector to take. Such surprises filled
with innovation and pixelated chances, are more to be
expected in the coming years.
65
 66
DRESS
Model: Hashmeen K aur
Shot By: Pranjal Kukreja I Nimish Goyal
Outfit Courtesy: THE ABITI OFFICIAL
Location: Pearl Academy, Rajouri Campus
Styling: Aishwarya Vydyanathan I Prabhleen Kaur

RELIEF
67
Model: Hashmeen K aur
Shot By: Pranjal Kukreja I Nimish Goyal
Outfit Courtesy: THE ABITI OFFICIAL
Location: Pearl Academy, Rajouri Campus
Styling: Aishwarya Vydyanathan I Prabhleen Kaur

F
ashion has always impersonated the
times: at present, many people in
the industry are outlining parallels
between the different alterations in
fashion trends after the Covid-19
pandemic. Different geographies
have experienced the pandemic
differently, and as such, fashion
trends have started to vary as the
world slowly emerged from global
quarantine.

-By Prabhleen Kaur

Fashion has always been an affable and innovative outlet, but

after the world spent more than a year confined in their personal
spaces, the demographics appear to be different than before.
The pandemic has engendered a shift in how people engage
with their clothing. In an article published on August 8, 2021,
in Forbes bell, author Olivia O’Bryon states, “The way that
clothing can help us express various elements of our identity
is just one of the many ways clothing and psychology overlap.
Clothing impacts the way people perceive us and subsequently

68 69
 the way they treat us; it
impacts the way we think
about ourselves, our
abilities, and even the way
we act.” Clothing also helps
us to mitigate our moods,
she further adds.

People will most likely

begin to shop more often
as another outcome of
the pandemic. People
will probably use these
purchases as a medium
to explore their individual
tastes and creativity, which
were stifled due to the
monotony of loungewear
choices. Since the turn of
the 20th century, fashion
has developed along the
lines of a significant cultural
event that sets an all-new
standard into motion, where
a viable majority acquires
a new way of dressing that
more appropriately fits the
time. People nowadays have
started to incorporate bright
colours and bold statement
prints into their wardrobes
as they feel happy and
exhilarated while adorning
such prints and patterns.
Lavanya Jain, 20, fashion
styling student, Delhi-based
says “I have used statement
prints and bright hues for all
of my recent looks and they

70 71
 have turned out to be amazing. I think one needs to dress happy after all the months
of restraint and confinement, which could be possible by inculcating shades like fuchsia,
neons, and other colours that catch one’s attention in your personal style.”

Several emerging fashion trends can be linked directly to our mental health. “Fashion can
be used to reflect or lift your state of mind, and the all-new interest in so-called “dopamine
dressing” speaks for itself. High saturation in colours, smiley face symbols, and playful volume
can help to “optimise one’s mood,” says Jaasvi Singh, 21, Psychology student based out of
Jalandhar. Wearing a certain kind of clothes can sometimes represent a form of escapism.
People can uplift or stabilise their moods with the help of their outfits and after the impact

of the pandemic, colours

like fuchsia pink, illuminating
yellow, and orange with
high saturation are trending.
From Kiara Advani’s neon
green jumpsuit, Aditi Rao
Hydari’s red and pink fun
ensemble to Kriti Sanon’s
stunning thigh-high, bold
pink ruffled gown featuring a
long trail and dramatic furry
sleeves are nailing the new
Dopamine dressing trend.

According to Malika
Sandhu, 23, Psychologist,
Delhi-based, “People are
becoming more creative
with their fashion, emerging
from lockdown with splashes
of colour, patterns, and more
accessories.” Accessories
with cute motifs with bright
colours can be used to
add an extra pop even to
your basic monochromatic
outfit effortlessly. Labels
like Nykaa, Pepperfry, Pipa-
Bella offers a wide range of
statement accessories with
bold and bright prints after
the alteration in trends.

72 73
 People are dressing up to elevate their moods from the sorrow and grief of the past few
months. The dresser-uppers are those who associate more casual wardrobe standards with
the pandemic, which they’re already impatient to leave behind. The dresser-downers are
ready to move forward, too, but there’s something about the wardrobe they’ve developed
in quarantine that they’d like to take into the world as they reenter into the new world.
We’ve learned that negative experiences can spur positive change, including a recognition
of personal strength, the exploration of new possibilities, improved personal style, a greater
appreciation for life and mental growth,” .

74 75
 IN-HOUSE
DATE NIGHT IDEAS
While places are mostly opening up amid the current pandemic, many of us still feel more
comfortable staying put in our own homes. But just because you’re not going out doesn’t
mean that date night ideas aren’t fun and romantic. If you’re confused about a perfect
plan, try one of these ideas to make your time at home feel a little more exciting.

By: Sidhart Mujeeb

Breakfast in Bed
Breakfast in bed is one of the easiest home date ideas.
It is a fun date idea for a leisurely morning. One of
the most decadent features of a hotel visit is breakfast
in bed, something most of us seldom get at home.
Perhaps, the most romantic gesture is to serve breakfast
in bed to your partner.

In-House Treasure Hunt

You probably believe you know every nook and corner
of your house by now. Plan a treasure hunt for your
partner to put them on an adventurous test. To guide
your partner from treasure to treasure, use romantic
riddles, personality quizzes, and brainteasers to see
how well you actually know one other.

Cook A Meal Together

Many are just going through the motions of cooking
food, but why not try to prepare a romantic dinner
together? There are hundreds of recipes online that
you can follow. If you aren’t much of a cook, don’t
worry there are recipes online for all skill levels. This is
easily one of our most popular indoor date night ideas.

76 77
78 79
 Essentials over
luxurious some years back, nowadays they’re a
need. This is authentic for maximum consumables.
From garments to cellular telephones and high-give
up accessories. Housing too has accompanied this

Grandeur
transformation in customer tastes and preferences.

Anumita further explains with an example,

“Luxury is a subjective term that implies various
things to different people. Water, for example, is
a fundamental commodity in the West, yet it is
considered a luxury in third-world nations to drink
It’s difficult to define housing. Housing should meet basic needs if it is a necessity. It’s no it, much alone take a warm bath in it.”
longer just a symbol of rank and authority, as it was in the monarchy, but instead became In consideration of necessity overriding luxury
a component of the general market today, she adds, “Even if they are purchasing a
basic house, most purchasers search for residences
By: Nimish Goyal with various amenities. As a result, distinguishing
between a normal home and a luxury one may be
Take the average person stop luxury. The class-aware student believes that challenging.”
as an example; He uses all customer does now no increasingly, the difference
of his savings to purchase longer understand housing among necessity and comfort Consider monarchy, grandeur, and excessive
a home. While doing so, to be a rely of necessity. For housing is getting blurry. extravagance. Pools, saunas, in-home gyms,
he ensures that the house them, a residence that fulfills What many considered backyard tennis courts, gaming rooms, and fully-
meets his needs in terms simple desires isn’t always luxurious withinside the stocked kitchens come to mind when the word
of space, budget, location, enough; their houses ought beyond has grown to be a luxury is mentioned. Housewares is a huge category,
decor, and other factors. to be positioned to reveal need now. Housing isn’t any
Things are a piece one-of- their status. more different.
a-kind while we speak of Anumita Das, 21, Kolkata- An automobile with an L.E.D.
the ones searching for high- based English literature could have been considered

80 81
 and shopping for them may be overwhelming.
On the other hand, where necessity kicks in, to live well, one
would just require the bare necessities.

For food preparation, most of these will be in your kitchen.

Only a few items are required to maintain the remainder of
your house clean and organised. Stocking one’s kitchen may
cost a bit more up front, but it pays off in the long run.

Udayvir Singh Grewal, 22, Banglore-based Business student

quotes, “As income or wealth grows, certain items tend to
make up a higher share of consumption. The very rich, for
example, spend a significant portion of their income on
private planes, whereas most individuals spend zero percent
of their income on private planes.”

Udayvir also claims that the introduction of cultural and

historical events such as the Declaration of Independence,
or even the Scientific Revolution with all the gadgets and
inventions that accompanied it, altered our perceptions of
needs, and therefore necessities, comforts, and luxuries.
New concepts like freedom, democracy, and liberty, as well
as innovations like electricity, the telephone, and vehicles,
were introduced as a result of these developments.
Swamini Thakur, 19, Mumbai-based Mass Communication
Student says, “These notions were easier in the 18th century,
when requirements referred to the most fundamental of
human needs — food, shelter, and clothes.”
She further adds, “Whereas the regular vegetable garden, a
strong building that gives enough shelter from the outdoors,
and the capacity to keep garments clean and correct are all
examples of comforts.

A magnificent meal of exotic foods and sweets, a house, or

costly and brand new clothing are examples of luxury.”

82 83
84 85

Jobs via
online degree
With the rise in online education, arises the questions on the
value of digital certification of learning
By: Sidhart Mujeeb
One of the numerous
industries that had to adjust
to COVID was education,
which now offers distance
or remote learning. During
COVID19, several traditional
colleges are looking
into a variety of remote
learning possibilities,
with some classes even
going completely online.
Meanwhile, completely
online degrees are becoming
more popular and accepted.
The pandemic situation
has created a lifestyle
with an unpredictable
circumstances. But with the
help of technology and data
science, the economy still
got a platform to continue
their various day-to-day
activities. These platforms
also ensures that their users
get a better experience
as possible, in
engagement and usability.
their
Reflecting from day one to
present day of this pixelated
reality, ‘work from home’
and ‘online classes’ are two
86
virtual degree virtual degree
virtual degree virtual degree
virtual degree
virtual degree
virtual degree
virtual degree
virtual degree virtual degree
virtual degree virtual degree
virtual degree virtual degree
virtual degree virtual degree
major sectors, that witnessed learner. They tend to fear
major spike in technology. in the comparative results
The development of data of learners who followed
virtual degree virtual degree
science, has ensured every traditional system.
individual to get a work
space of themselves, within a Matthew Poulose, aged
virtual degree virtual degree
screen. With the introduction 23, Delhi-based graphic
of online platforms have designer states that, “With
opened doors to possibilities numerous courses available
virtual degree virtual degree
of a digital era. online, I got to enhance
my knowledge to a greater
As we move forward with extend. The results were also
virtual degree virtual degree
the digital era, majority of reflected on the quality of
sectors have adopted new my work by deriving a wider
technical skills, to improvise perspective on my subject,
virtual degree virtual degree
the quality of their required helping myself to stand out
flow of system. from many applicants for my
current job.”
virtual degree virtual degree
The internet is cluttered with
online learning platforms. Quoting from a survey by
Anyone wishing to engage an article in Future Learn,
in such a platform should first published in 2020, writer
acquire details of the entire
course before enrolling.
Professional professors and
Anjali Stenquist highlights,
“Experience still mattered
most. Most hiring managers virtual degree virtual degree
teachers work for some of
the greatest online learning
sites, so quality education
did not value education
over on-the-job experience,
though they were more
virtual degree virtual degree
is hard to come by. Every
change invites a platform
of questions among every
likely to increasingly value
education if it was just for an
interview as opposed to an
virtual degree virtual degree
virtual degree virtual degree
virtual degree virtual degree
87
 actual promotion.” The survey also states, “The name of the
university an employee went to (whether online or in person)
is still more important than how the person actually got
into the school and obtained their degree. In other words,
whether you went to the University of Michigan online or in
person matters more than whatever incredible story got you
into either program.”

As we look around, the pre-pandemic lifestyle is a contrasting

world to what is now. It has taken a step of evolution in
adopting and adapting to new skillset.

Shijon Kurian, aged 26, Bangalore-based IT engineer and UX

designer states that, “With change, every industry will try to
find employees, who are exposed and have an experience
with latest technology and fresh ideas.”

Both the conclusions, provide a statement of trust that

online degrees are hardly a threat to a great career. Instead,
it exposes us to new reality; preparing them to conquer their
future goals with latest and advanced tools and skillset.
As we look around, the pre-pandemic lifestyle is a contrasting
world to what is now. It has taken a step of evolution in
adopting and adapting to new skillset. With change, every
industry will try to find employees, who are exposed and
have an experience with latest technology and fresh ideas.
The underlying truth is, experience and the learnings are
the facts that always any well-reputed company seek. The
process on how you showcase those qualities through work
and portfolio, is what matters at the end. All your hard and
soft skills being acknowledged, is something all freshers and
graduates should promise oneself. The world out there may
seem complicated; but facing a challenge with hardwork,
patience and optimism will get us a step closer in making
name for ourself in the industry of our choice.

88 89
 STOR Y 9: Graphic/
SIDHART Image

90 91
KNOWTHENOW
KNOWTHENOW
KNOWTHENOW
KNOWTHENOW

92 93
 CELEBRITY CEO’S
Once you have made it as a celebrity, the natural progression of fame
in the 21st century is to start your own label. Sometimes the transition
from an actor to a budding entrepreneur is seamless. Celebrities
can afford to dwell into newer businesses simply because they are
renowned, famous and have an army of loyal admirers.

By: Pranjal Kukreja

Here are some iconic celebrities whose influence extends

beyond the world of films, into the realms of business…

1. Katrina Kaif - Kay Beauty

Katrina Kaif launched her own brand, ‘Kay Beauty’,
kickstarting her new innings as an entrepreneur. More
than just building a beauty brand, she wanted to build
a community for her customers where they feel free to
express their creativity while using the products. It comes as
no surprise that her brand got a tremendous response from
her customers.

2. Alia Bhatt - Ed-a-Mamma

Some might call her carefree, others might define her

personality as whimsical, but Alia’s unique, quirky and
offbeat style has left us all wanting to raid her wardrobe.
However, starting a fashion label for kids left her fans quite
intrigued. A clothing line for 2-14 years old children, Ed-a
Mamma is a brand that cares about the earth and children.

3. Hrithik Roshan - HRX

Known for his fitness regime and workout routine, the actor
turned entrepreneur channeled his interests in fashion
and fitness to commerce. Roshan’s casual wear brand HRX
focuses on athleisure clothing, addressing the need of home
workouts, especially when people do not have the access to
gyms and fitness centres.

94 95
n o s t a l g i a m a r ke t i n g
n o s t a l g i a m a r ke t iRETRO
n g REVIVAL
n o s t a l g i a m a r ke t i n g
ATripDownMemoryLane

n o s t a l g i a m a r ke t i n g
In a world that appears to be constantly evolving at breakneck
speed, evoking the feeling of Nostalgia is like wrapping
ourselves in a cozy blanket, while indulging in a conversation
from the good old days.

n o s t a l g i a m a r ke t i n g
By: Pranjal Kukreja
With the new-age of social to be successful, but tapping and everything in between,
media and the internet, into fond memories can be smart brands are engaging

n o s t a l g i a m a r ke t i n g
technology has changed an invaluable tactic. From through retro roots — and it’s
the way we live. We live fast food and breakfast called nostalgia marketing
in a world where Google cereals to gaming systems at its best.”
does most of our work,
mobile phones have taken

n o s t a l g i a m a r ke t i n g
over landlines and digital
magazines have replaced
the old newspapers. While
all this comes with ease and

n o s t a l g i a m a r ke t i n g
convenience, there’s still a
certain sadness attached to
leaving it all behind. Whether
it’s the polka dots fever,

n o s t a l g i a m a r ke t i n g
choker necklaces or bell
bottoms, Gen Z just cannot
resist a retro throwback.
Over the past few years, the
emergence of these trends

n o s t a l g i a m a r ke t i n g
have highlighted the value
of Nostalgia Marketing.

Quoting Forbes, in an article

n o s t a l g i a m a r ke t i n g
published on August 2,
2016, titled “Why Nostalgia
Marketing Works So Well,
And How Your Brand Can
Benefit”, writer Lauren

n o s t a l g i a m a r ke t i n g
Friedman explains, “Aligning
marketing strategies with
emotion has already proven

n o s t a l g i a m a r ke t i n g
96 97

When it comes to luxury
fashion labels, what’s old
is new again. Whether it is
Levi’s bringing back trucker
jackets from the 1960s, Miu
Miu, Louis Vuitton, and Marc
Jacobs giving us splashy,
1960s floral prints or Prada’s
exclusive revival of the
bucket hats, retro inspired
clothing and accessories are
an absolute obsession.
In today’s day and age,
where everyone is heavily
focused on the future,
nostalgia marketing urges
the consumers to focus
on things from our past,
that we have already been
cherishing. It evokes a
feeling of security, comfort
and authenticity for a
98
O L D
n o s t a l g i a
nostalgia-fueled generation.
Some of the most significant
brands have begun to show
us just how useful this tactic
can be. From companies
realising the value of
nostalgia in advertising,
to brands recognising the
importance of bringing back
retro silhouettes, nostalgia
marketing is thriving. Be
it iconic fashion brands
like Dior and Vivienne
Westwood or popular fast
food chains, there seems to
be a place for nostalgia in
every industry vertical.
Ishita Sethi, 23, Delhi-based
Digital Marketing student,
says, “I tend to spend my
money on something that
reminds me of my past,
99
 only because it promises
me an immediate intangible
return in the form of comfort
and happy memories. In
an age that is afflicted
with impersonal digital
connections, nostalgia
allows us to experience a
walk down memory lane.
This is exactly why numerous
brands were quick to jump
on the bandwagon, while
discovering the value of
having a deeper connection
with their customers.”
As much as we love a Retro
Revival, we might not realise
that it can also act as a way
of convincing customers
to splurge their money
and loosen their pockets.
100
Spotting those printed silk
scarves or white pearls,
similar to your grandma’s
precious gems may be
enough to compel one to
grab the products off the
shelf, and that’s nostalgia
marketing at its best.
Preksha Jain, 21, Delhi-based
Fashion Styling and Image
Design student, says, “Retro
silhouettes are certainly
making a comeback, and
I’m all for it. No matter how
many times we get caught
up in the ever-changing
fashion trends, we certainly
know how some classic,
retro clothing items would
save most of our days. For
me, the timeless aesthetic
of a perfectly put together
retro outfit surpasses all of
the modern fashion trends
any day. My go-to’s—
biker shorts, flared jeans,
puffy sleeves and denim
overalls.” She further adds
that although Generation Z
couldn’t actually witness the
wave of polka dots and bell
bottoms in real time, brands
certainly know how to make
up for it.
Nostalgia marketing is here
to stay. Although the times
might be ever changing,
there’s a lot of brands out
there keeping our past and
their sales alive and kicking!
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 Instagram Influencers to look out for! Instagram Influencers to look out for!

NITIBHA KAUL MASOOM MINAWALA KOMAL PANDEY RANVEER ALLAHBADIA SAKSHI SINDWANI VISHNU KAUSHAL
@nitibhakaul @masoomminawala @komalpandeyofficial @beerbiceps @stylemeupwithsakshi @thevishnukaushal

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 With glittering walls,
giant glowing signs, and
interactive elements,
including a virtual greeter
and a video booth, brands
globally are coming up with
compelling retail spots that
are nothing but Instagram-
worthy. The goal was to
create an experience ready-
made for the social media
age, when consumers are
sharing photos and videos
more than ever before.
Social media has influenced
not only our fashion and
lifestyle choices but our
design perspective as well.
StoresLeveraging “Beauty brands like Nykaa
INSTAGRAM
are efficiently using artificial
intelligence-enabled beauty
kiosks, where shoppers can
test out makeup without
RETAIL TRENDS
Incorporating fun elements, picture-friendly moments, interactive installations to attract
customers and build brand awareness is not just a trend. It is quickly becoming a necessity,
and chances are good that we will soon be seeing these interactive retail experiences in
more than just flagship stores.
By Aishwarya Vydyanathan
104
actually applying it. All
these elements not only
add to the experience of
shopping but also bring
traction. Incorporating fun,
selfie-friendly moments to
attract customers and build
brand awareness is not just a
trend. It is quickly becoming
a necessity, and chances
are good that you will soon
be seeing these interactive
retail experiences in more
than just flagship stores.
They will be showing up
in the entirety of a chain,”
exclaims Nitya Mahajan, 26,
a Bangalore-based Social
Media Brand Strategist.
With each passing day brands
are creating this experience
to spark excitement and a
desire to visit more than just
the local store. Localizing
the event will make brand
focus more obtainable than
limiting Instagram moments
to a couple of flagship stores
across the country.
Making it aesthetically
appealing is something that
Generation Z are heavily
influenced by what they see
on social media. According to
a 2017 Instagram user survey
published by Mckinsey, 60
percent of consumers said
they discover new products
on the platform. But without
an Instagram presence, your
brand will not be a factor
in their purchase decision.
To encourage people to
share your product on
the platform, you need to
design in-store experiences
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 by following sonic branding
as it tends to stay with the
customers for life time if
done right.
“With 70 percent of teens
trusting influencers more
than traditional celebrities.
If you are new to influencer
marketing, survey customers
on their favorite influencers
— or just reach out to up
and coming influencers who
have tagged products similar
to your own. Invite these
influencers to your store for
an event. Host a giveaway
via their feeds. Ask them to
post about your product.
The goal here is to appeal
to the younger generation
of shoppers before they
place their loyalty with a
competitor,” exclaims Priya
Kaur, 20, Mumbai-based
psychology student.
Unique is the key word
to make each experience
count. Social Media is a
powerful tool to amplify a
brand message. The only
real obstacle for retailers is
creating a space exciting
enough to inspire shoppers
to share. If they focus on
the experience, enlist the
help of an influencer or two,
and keep it unique, rest
unfolds well on their way to
becoming Instagrammable.

worthy of shares. Asmita order one of those towering

Chandra,23, a Delhi-based
Fashion Retailer, exclaims,
“Besides, creating a unique
Instagram-worthy space in
every store can be a tall order
for retailers. It not only must
align with your brand, but it
must also be a memorable
experience that taps into a
target audience’s interests.
Black Tap brand started
a trend that many others
have mimicked. By creating
the world’s most Instagram-
worthy milkshakes, the
restaurant has claimed its
territory in New York and
on social media. Let us
be real; Most people who
milkshakes are not there to
eat the whole thing. They
are thirsty for their Instagram
moment.”
A good place to start is
with a few photo-worthy
displays. Artfully arranged
merchandise, for example,
can inspire people to snap
a pic. Brands must make
sure to keep displays subtle,
using the less-is-more
philosophy. They might also
want to place their logo and
a hashtag at eye level for
better brand recognition.
Not only through visuals
but stores can make a mark

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 SECOND-HAND
Rs
.4
50
/-
FASHION
A gigantic power is reshaping the business of fashion:
second-hand clothing, is now top of mind for the industry
as resale platforms amass reach and revenue.
By: Prabhleen Kaur
It is groundbreaking how
used clothing is capable
of drastically adjusting the
noticeable quality of fast
fashion, a plan of action
portrayed by modest and
dispensable clothing that
arose in the mid-2000s,
epitomised by brands like
H&M and Zara. Fast fashion
enhanced dramatically
throughout the following
twenty years, adjusting
the style landscape by
delivering more clothes,
dispersing them quicker,
and empowering purchasers
to purchase in abundance
with very low costs.
Rs. 4
50/-
108
The used attire market is
made out of two significant
classifications, second-hand
shops, and resale stages. In
any case, it’s the last that has
generally energized the new
blast. Sanaya Dutt, a 21-year-
old thrift store owner based
out of Delhi, reflected on
how the perception of the
masses regarding second-
hand clothing is changing.
She said, “Used clothes have
for some time been seen as
dirty and worn out, most
looked for by deal or fortune
hunters. Notwithstanding,
this insight has changed.”
She further explains that
109
 “numerous purchasers
believe second-hand clothes
to be of indistinguishable
or even better quality than
unworn clothing. A pattern
of “fashion flipping” or
purchasing used garments
and exchanging them,
has additionally emerged,
especially among Gen-Z and
youthful buyers.”
Thanks to developing
customer interest and
new digital platforms, the
advanced resale market
is rapidly becoming the
following significant thing
in the fashion business. The
demand for used luxury
merchandise is likewise
substantial. Platforms like
Farfetch give a digital
commercial center to
verified luxury products,
where individuals purchase
and sell designer marks like
YSL, Chanel, and Gucci.
Megha Arora, a 20-year-old
Delhi-based fashion student,
further contributed to the
topic by saying, “The used
110
apparel trend also has all
the earmarks of being driven
by affordability, particularly
now, post the COVID-19
financial emergency.
Shoppers have not just
decreased their utilization
of superfluous things like
clothes yet are purchasing
greater quality pieces
of clothing over cheap,
expendable clothing.”
Megha further added that
“For apparel reselling
platforms, the continuous
monetary compression
joined with the expanded
interest in sustainability
has demonstrated to be a
triumphant blend.”
For some time, the fashion
business has been related
to social and ecological
issues, going from the
helpless treatment of a
piece of clothing labourers
to contamination and waste
created by clothing creation.
Customers have become
more mindful of the natural
effect of clothing production
and are constantly requesting
clothing organisations
grow their obligation to
sustainability. Purchasing
used attire could give
shoppers a way of standing
up against the quick style
framework. Buying second-
hand apparel builds the
number of owners a thing
will have, broadening its life,
something that has been
significantly abbreviated in
the period of today’s fast
fashion mannerisms.
Top-notch, good clothing
exchanged at the used
clothing platforms likewise
holds its worth after some
time compared to less
expensive fast fashion items.
Subsequently, purchasing
an excellent used piece of
clothing rather than another
fast one is hypothetically a
natural win. However, few
critics contend that the
second-hand marketplace
supports excess utilization
by growing admittance to
modest apparel.
111
 Gen-z Slangs
With the rise of the social media app, no generation has popularized
lingo like Generation Z. Here are some popular slangs that will help
you ace your lingo game.

By Aishwarya Vydyanathan

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 TRAVEL
TRAVEL
TRAVEL
TRAVEL
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 INSPIRED BY...
We often conceive of appropriation as a postmodern phenomenon, with
artists across all mediums drawing on, referencing, and combining the most
significant works of the past.

By: Nimish Goyal

From early cave paintings to the ceiling of the Sistine Chapel, human artistic
expression tells us a lot about the lives of the people who create it. One of our
distinguishing features is our ability to create art. It’s a part of our genetics. It
exists in some way in all of us. That is why, whenever we have the opportunity,
we all take time to appreciate and interpret art. However, for many people,
just remarking on a beautiful work of art isn’t enough. They make their own art,
inspired by the masters’ works.

Something inspired by a masterwork like Van Gogh’s The Starry Night will
undoubtedly be magnificent. Daan Roosegaarde’s luminous cycling lane in
Holland is an example.

This amazing work was created using solar-powered LEDs and glow-in-the-dark
technology. Being eco-friendly, the path is surely a big tribute to the master
painter who was in love with nature. It was made in Brabant, which is where Van
Gogh was born.

The Weeping Woman was painted by Pablo Picasso, one of the best and most
important artists of the previous century, in 1937. Picasso’s cubism and anti-war
attitude are well shown in this picture. Dora Maar, Picasso’s mistress from 1936
to 1944, was the model for the oil on canvas work.

Californian Lexie Lazear is reproducing renowned masterpieces right on her

face and putting them on her Instagram feed, inspired by Picasso and many
other masters. She is reinterpreting the paintings rather than just replicating
them onto her cheeks, eyes, and lips, as shown below.

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118 119
 Travel and tourism are no
exception when it comes to
the way social media shapes
our lives. How many times
have we planned our travels
around a snap we saw on
Instagram. Social media can
be a powerful motivator and
influence when it comes
to making travel-related
decisions. The main purpose
of travelling earlier was to
visit a new destination, or
to take a break from our
Media influencing
Travel Choices
Within the last decade, social media changed the way we
communicate, connect, experience and, yes, travel. It is
time we shed light as to how they are intrinsically linked.
By: Aishwarya Vydyanathan
Shot By: Aishwarya Vydyanathan Shot By: Pranjal Kukreja
Location: Delhi Metro Station Location: Pearl Academy, South Delhi Capus
120
daily life to experience new
things and adventures. The
main attractions of visiting a
place is to get an adrenaline
rush, try various activities,
and most importantly, create
memories for a lifetime. In
the upcoming decade, it’s
becoming more popular
to travel to places that
not only provide us with a
good experience but are
also Instagram/ Facebook
friendly. People now have
121
 “Somepaths the liberty to choose from a variety of different adventures
and activities like rafting, skydiving, snorkelling, camping
which intrigues them as well as their social media followers.
Jayant Grover, 21, Noida-based Travel and Tourism student,
cannotbe exclaims, “When it comes to planning the perfect holiday,
Instagram has become a huge factor for many young people
discovered today. Everybody wants to return home with an album full
of aesthetic and ‘instagrammable’ photos that show off their
without trip. In fact, people now consider how “instagramable” a
location is when planning their travels, whether it will look
getting
“ good on their feed and get enough likes. Accordingly, the
best way to find that desired ‘post-able’ holiday destination
lost.. is now through social media itself.”

He further adds, “Whether it is viewing a friend’s recent

travel post that triggers wanderlust, or a photo directly from
a travel account, social media ignites the desire to explore
new places for so many of its users. It is a hotspot for travel
inspiration, with over 450 million posts.

Due to various websites, a hotel’s customer service is no

longer limited to what happens on the hotel property.
Rather, customer service includes in-person interactions and
the interactions between hotels and consumers on social
platforms. When a consumer tweets a complaint, there is now
an expectation for hotels to rectify the situation immediately,
which is a huge task when hotels have to manage multiple
social media accounts and service thousands of customers.

122 123
 Additionally, anything where exclaims Vartika Verma, 23, media has revolutionised these aspects of life merge in
people can share reviews Toronto-based Lifestyle and the way we travel. Providing some way, perhaps they are
will probably be effective. Travel blogger. She further tonnes of inspiration and becoming interdependent.
People want to see what a adds, “The online platform new opportunities, it has At the same time, it is equally
place looks like and what they has transcended its purpose opened so many new doors. important not to allow the
should know beforehand, so for personal communication We should be grateful for posts we see to affect our
they feel prepared. While and become a means of the global awareness it has self-image or reflect on
Gen Z and Millennials have sharing life experiences, given us, and the insight into our own experiences any
had different answers for cultural awareness and new places and different differently and not just want
their top spot in the past,this incredible stories from across means of travel. It therefore to blindly copy any of it. You
time around their responses the globe. ”Today, Social seems inevitable that both of do you, your future mantra.
matched, Japan was the
most common answer for
both generations, followed
by France,Canada and
Hawaii. For the respondents
who chose Japan as their
top destination, many of
them said the reason behind
doing so was because they’re
interested in the country’s
“unique scenery,” culture,
and food, while some cited
their love for anime, which
surged in interest last year.
Ansh Chaturvedi, 24, Delhi-
based marketing intern at
Make My Trip, exclaims,
“The past few years have

seen a rise in demand for tourism in different places and a decline in tourism of popular
destinations. For example, the most popular places to visit in Europe were France,
Switzerland and Italy but recently, Croatia has witnessed an increase in tourism. Gen Z
wants to explore new places, new cultures, and want to try out the different kinds of food
each city has to offer. They want to explore and learn new things in different destinations
that adds value to their life.”

Thanks to social media, travel brands are no longer limited to print media. It has provided
a new place to share campaigns and ads that could be targeted to specific travelers all with
the click of a button.

“With the rise of social sharing and the correlating desire for experiences over material items,
social media has become the go-to destination for travel-related decision making,” Today,
travelers look to travel bloggers and social travel influencers for travel inspiration. Social
media has given travel bloggers a new outlet to creatively share their travels. Whether it’s
through photos, videos, tweets, etc., social media allows us to curate a portfolio of our travels”

124 125
 undiscovered travel destinations undiscovered travel destinations

Jibhi, Himachal Pradesh Gokarna, Karnataka Ziro Valley, Arunachal Pradesh Nubra Valley, Ladakh

126 127
URBAN EYE
128
Shot, Conceptualised & Styled By: Sidhart Mujeeb
Location: Gandhinagar, Gujarat
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134 135
 contributors
teamedge
AISHWARYA VYDYANATHAN
I am a 19-year old Fashion Media Communication
student, a dancer and an actor based in Delhi. I love
experimenting with whatever comes my way, especially
in the creative field. I am a multi tasker and I believe in
hardwork more than anything. I have contributed as a
content writer, stylist and make up artist for our maga-
zine. I look forward to work in the field of social media
and content generation. Personal growth is something
that is very imperative in my life and journey which
gives me immense satisfaction.
NIMISH GOYAL
I am a 20 year old model, media designer and a
student based in Punjab. I’m fond of working through
opportunities that I acquire with my skill. I’m a versatile
individual in the areas of content production and
my skillsets itself. My contribution to our magazine
stands with the styling, visual identity, content and
photography. I am always happy for what I produce and
I hope this magazine proves as yet another platform of
success to all of us.
136
PRABHLEEN KAUR
I am Prabhleen Kaur, a 20-year old, Fashion Media
Communication student at Pearl Academy. Digital
marketing, PR and fashion journalism are few of the things
I am intimate with. My forte lies in creative thinking with a
keen eye for aesthetics. A positive multitasker with strong
interpersonal skills, easily adaptive with anything and
everything while being fashion forward.
PRANJAL KUKREJA
I am Pranjal, a 20-year old Fashion Media Communication
student at Pearl Academy. I am familiar with Fashion
Journalism, Social Media and Digital PR. I also have an
interest in photography that has helped me develop my
personal aesthetic. I have had my share of experience
behind the camera that has helped me establish a vision of
my own. My extroverted personality has always allowed me
to express my creativity and helped
voice my individuality.
SIDHART MUJEEB
I’m Sidhart Mujeeb, a 23-year old individual who’s
driven by passion towards fashion, styling and cultural
diversity. For Edge, my contribution towards eye-
opening articles and photo story showcased my art of
storytelling and graphics. With Edge, my skills towards
creative writing and journalism were sharpened. It gave
a chance to identify and implement the tools of visual
language and conceptualize with empathy,
open mind and versatility.
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 Graphic / LIGHTREAD
Ad
Imag e STOR Ad
Y1
PRABHLEE N

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 DecemberI1 2 0 Volume1
140 Rs.0 5 1