Behind The Scenes: The Process of Cinematic Styling
Fashion campaigns are more than just the final look. See how we build the narrative, manage the chaos, and direct the mood from the very first fitting.
A behind-the-scenes video from my GQ Best Dressed shoot. This shows the process of setting up the shot, from the photographer finding the right angle to me getting into character.
Getting ready for the GQ shoot. This video shows a close-up of the intricate brass headpiece and the details of the embroidered bodice before we went on set.
A candid moment from backstage at Lakme Fashion Week, where I'm making a last-minute fitting adjustment on a model for the Huemn show. Styling a runway show is a fast-paced, hands-on process.
Another backstage moment, ensuring the fit and fall of a jacket is perfect just before the model walks the ramp for Huemn.
A portrait of a model backstage at the Huemn show, featuring the dramatic, earthy makeup concept we developed.
Another model from the Huemn show. The styling was raw and deconstructed, with stained and torn garments to fit the collection's theme.
A backstage portrait showcasing the plaid shirt and logo tee from the Huemn collection, along with the wet-look hair and natural makeup.
This look from the Huemn show featured a graphic tee and deconstructed pants, with dirt-effect makeup to enhance the raw, gritty aesthetic.
A model in a deconstructed denim jumpsuit. The off-shoulder styling was an intentional choice to give the look a sense of vulnerability.
The final look for this model, featuring a tailored suit with deconstructed patch details and a sheer top.
About Behind The Scenes
The final images on a runway or in a lookbook are the finish line, but the race happens backstage. My process involves constant dialogue with photographers and models, making real-time decisions on drape and fit, like when we decided to use textured scar makeup for the Huemn showcase at Lakme Fashion Week to push a narrative of resilience. It is messy, hands-on, and where the actual soul of the campaign is determined.
When I take on a campaign, I treat it like a film scene. The prep work, which you see in these backstage captures, is where we decide the emotional tone of the project. For my work with brands like Huemn, my role went far beyond styling. It was about casting talent who fit a specific, raw aesthetic and directing the makeup team to create earthy, tangible textures that told a story of survival and strength.
I believe styling is an act of translation. I take a brand’s vision and translate it into a visual language that feels authentic. Whether it is sourcing vintage jewelry, scouting heritage locations, or simply ensuring a jacket falls perfectly before the shutter clicks, I am obsessed with the details the audience might not consciously notice but definitely feels. From the dramatic brass headpieces in my GQ shoots to the deconstructed silhouettes at Fashion Week, every element is purposeful.
If you are building a brand, you need more than just clothes. You need a narrative that sticks. I work with clients across Delhi and Mumbai to develop concepts, manage production, and ensure the final visual output is cohesive and cinematic. Let’s talk about the story you want to tell and how we can bring it to life on camera.
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