I have been part of the fashion media for over 16 years.
My love for words, and the understanding of weaving them with visuals deepened during my years as Features Editor at Femina (lifestyle magazine with Worldwide Media Ltd.—Times of India/BBC). My work involved the generation of fashion content via writing, editing, styling, curation, and editorial co-ordination. Later, I moved to freelance and worked in different avenues: I wrote over 200 pieces for print and digital media and developed and taught academic modules (National Institute of Fashion Technology, Mumbai; Symbiosis Institute of Design, Pune; CEPT, Ahmedabad, IIM-Ahmedabad and G D Goenka School of Fashion & Design, Gurgaon).
Now, I combine these skill sets to create imaginative content projects for individuals, brands, labels and start-ups that are focused on creating social impact. I interact closely with them to develop articles, blogs, brochures, brand stories, social impact campaign or idea narratives, social media plan, identity text and the works based on their needs.
While my adoration for handcrafting things has moulded itself into Revastra (@re_vastra), a Slow Fashion Brand (homegrown label) with a multi-cultural Indian heart that upcycles saris to promote a #rephilosophy. This is based on and inspired by ancient Indian and Japanese lifestyle and design systems.
And my reverence for fashion studies, linguistics, anthropology, and human psychology has been converted into developing Do-It-Yourself fabric upcycle workshops to raise awareness on sari fabric maximalism and sari wardrobe management.
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