Conceptual & Beauty Editorial Styling
I believe every image should tell a story. Whether it is an ethereal, traditional-modern fusion or a bold, high-fashion campaign, I style to create a mood that lingers.
The opening shot from my conceptual series 'सुवर्ण कांता'. The styling uses a golden tissue saree, earthy makeup with touches of blue, and heavy jewelry to portray a powerful, goddess-like figure.
A close-up on the artistic makeup and adornments. The red feather, gold leaf on the forehead, and raw jewelry are all part of the conceptual styling to create a non-traditional, powerful look.
This pose highlights the statement rings and the contrast of the blue paint on the model's hands against the golden theme. Every detail in the styling adds to the narrative of strength.
A wider shot showing the model seated on rocks, grounding the divine styling in an earthy, raw environment. The flowing tissue saree contrasts with the rugged setting.
This image captures a moment of powerful stillness. The styling, combined with the smoky, atmospheric background, creates a sense of ancient strength and mystique.
A portrait focusing on the expression and the hand-painted details. The styling here is about telling a story through texture, color, and adornment.
The full look, showing the powerful stance and the complete styling from head to toe. The emeralds in the jewelry provide a striking contrast to the golden saree.
A softer, more introspective moment from the series. The styling remains powerful, but the pose suggests a different facet of this character's story.
This final shot from the 'सुवर्ण कांता' series is about embracing the self. The styling, with the long braid and earthy elements, speaks of a deep connection to one's roots and power.
A close-up from a jungle-themed beauty editorial. The styling combines a wet hair look, dramatic smokey eyes, and dazzling diamond and emerald jewelry for a wild, high-fashion aesthetic.
About Conceptual & Beauty Editorials
Behind these images is a tight collaboration between my team and the photographer. I handle the minutiae—the fabric drape, jewelry placement, and skin textures—so the final shot is technically perfect and atmospherically rich. I don't just style the outfit; I work with the production team to ensure the wardrobe enhances the character and holds its own under studio or natural light.
Conceptual styling goes beyond picking clothes. It is about building a visual language that speaks before the viewer even reads a caption. When I approach an editorial or beauty campaign, I start with a narrative. Is the mood 'raw and earthy' or 'high-fashion and sharp'?
My process for these shoots involves a deep dive into the concept. I work closely with your creative team to ensure the styling—from the fabric texture to the jewelry choice—supports the camera angle and lighting plan.
How I Approach Editorial Styling
- Concept Development: I don't just source; I build a lookboard. Whether it is a 'Saree एस्थेटीक्स' (Saree Aesthetics) theme or a modern resort-wear editorial, I ensure the silhouettes and colors are grounded in your brand identity.
- On-Set Collaboration: I am present for the shoot to monitor every micro-detail. If a drape needs to be adjusted for a specific pose or jewelry needs to be repositioned to catch the light, I am there to fix it. This is why I include assistant support in my editorial packages.
- Technical Precision: Styling for print ads or high-definition hoardings requires a different level of detail compared to daily wear. I focus on fit correction, garment steaming, and ensuring that no pin or clamp is visible, leaving you with clean, high-impact visuals.
I love working on projects that push boundaries. If you are looking to create imagery that stops the scroll, let’s talk about your concept.
Apurva Gujarathi
I’m Apurva. For me, styling is where art meets narrative. I love the chaos of a shoot day—getting the perfect pin, matching jewelry to an emotion, and watching a brand concept come to life. Let’s make your next campaign stand out.
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