Modern Ethnic Narratives: Styling Heritage with a Contemporary Edge
I reinterpret traditional garments through a lens of modern elegance. For campaigns and shoots, I blend heritage textiles with sharp, contemporary silhouettes to tell a compelling sartorial story.
Here, I've styled a traditional Patola-inspired kaftan from Ravissant, blending heritage textiles with a modern silhouette. The rich colors and patterns are balanced with a contemporary waist belt and minimal accessories to create a striking, culturally relevant fashion statement.
A full-length view of the Ravissant Patola-style kaftan. This shot showcases the magnificent drape and length of the garment, styled to create a regal and imposing silhouette against a deep red background.
A close-up portrait from the same Ravissant series. This image focuses on the model's direct gaze, the intricate pattern of the V-neckline, and the stacked choker necklace, highlighting how beauty and accessory styling complete the look.
For this Ravissant campaign, I styled a handloom saree with a unique jacket-style blouse featuring dramatic bell sleeves. The addition of artistic props like the white spheres on the floor adds a conceptual layer to this modern interpretation of saree draping.
A creative close-up from the Ravissant saree shoot, this image emphasizes the architectural, pleated bell sleeves of the blouse. The model's pose and the dramatic lighting create an artistic and memorable fashion shot.
About Modern Ethnic Narratives
When I approach an ethnic campaign, I don't just pick accessories; I look for the tension between the garment and the silhouette. In the Ravissant shoot showcased here, the focus was on reimagining the traditional drape. By introducing structural elements like bell sleeves or waist belts, I transform a heritage piece into a high-fashion statement that works for the modern editorial lens.
My approach to modern ethnic styling is rooted in the idea that tradition is not static. It evolves. When you look at the images from this collection, you see how we move away from standard draping toward something more architectural. For brand campaigns, this means I am involved in the full creative direction—from selecting the fabric and the muse to ensuring the final visual captures the soul of the collection.
Why This Styling Approach Matters
In an editorial context, traditional handloom sarees or ethnic pieces can sometimes look stagnant. My job is to disrupt that. By using techniques like monochromatic layering, mix-and-match textures, and deliberate prop placement—as seen with the geometric spheres in my recent work—I create a visual hook that makes the viewer pause. We are not just selling clothes; we are selling a vision of what heritage can look like in 2024.
My Process for Brand Campaigns
Whether I am working with a luxury label or a new designer, the process remains consistent:
- Conceptualization: We define the narrative. Are we going for ethereal and soft, or sharp and avant-garde?
- Model Casting & Curation: The right muse is essential. I cast based on personality and how they inhabit the garment.
- Technical Styling: On set, I manage everything from the garment fall to the final jewelry placement. Every crease matters, and every accessory must tell a part of the story.
- Editorial Polish: I coordinate with the photographer and production team to ensure the lighting and frame honor the craftsmanship of the textiles.
Vikram Seth
I’m Vikram. I believe that style is a language, and my job is to translate your vision into a visual narrative. Whether it’s an editorial campaign or a collection launch, I work to make heritage feel urgent, relevant, and entirely yours.
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