Shopping – Impulsive OR Intentional!

The designs, the colours, the textures, ah! Human psychology compels us to buy items due to their appealing nature. Though many people are passionate shoppers, claiming that they are ‘obsessed’ is quite another ball game.
Shopping is an everyday activity until it becomes addictive. A portmanteau derived from shop + alcoholic, ‘shopaholics,’ are two kinds. The people concerned with festooning a fashionable aura around themselves while keeping (or trying to keep) a check on their finances is of a positive type.

What on earth could be the other then? You guessed it!

A other type looks for excuses to splurge on unnecessary products they probably never touch. They ultimately end up feeling guilty but cannot control themselves easily.

HIT OF DOPAMINE – CAN’T BE WORN AGAIN

Some triggers provoke the buyer into purchasing unnecessary products. When items – however unnecessary – are affordable, a rush of anxiety kicks in, thus influencing the buyer to make that purchase quickly. Sales and flea markets prey on this vulnerability. Buyers are urged to make impulsive decisions, compounded when one is a shopaholic. Another such trigger is clutter: it is easy for shopaholics to go out and buy clothes compared to spending hours decluttering and organising what they already have. Impulsive shopping is not safe: it increases troubles like monetary concerns and mental stress.

OH NO – I”M FINE WITH FOMO 

On the other hand, intentional shopping is being able to control your expenditure by spending within your means. Cut your coat according to your cloth: this proverb is true indeed. Even if we are clumsy in a few instances in our lives, we go on working in specific ways – with routines, schedules and other structures – organizing our way through it all. It serves a profound purpose: to be under self-supervision and resist addictive activities (like excessive shopping). There is no negativity in intentional shopping. These shoppers find healthy ways to properly dispose of clothes (after their intense use). It is widely considered that a simple life devoid of clutter and excess is a genuinely wonderful life.

Intentional versus Impulsive: there is a fine line between these terms and, what’s more, a tough one to balance. You may not even realize you are addicted before you are overwhelmed with baggage (both physical and mental!) to get rid of. On which side of this precarious line do you fall?


Author:
Humpy Adepu
2nd Year, B. Des. Fashion Design
Atash Coyaji
2nd Year, B. Des. Textile & Product Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Pravara Kanekar
2nd Year, B. Des. Fashion Communication

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Luxury Brands Shrugging the Pandemic

After the pandemic, there has been a significant shift in consumer behaviour owing to the rise of work-from-home culture resulting in an increase in internet shopping. In terms of the internet and the online world, luxury companies are not early adopters. Read on to see why!

Luxury companies’ digital sprint
Luxury brands are wary of the internet because they want to keep their items mysterious and hard to acquire. The brands seek to preserve their uniqueness and character by maintaining secrecy. From the way fashion shows are presented to how items are sold, the luxury fashion business is evolving at a fast rate. Brands are transitioning from physical modes to online in a more planned way than ever before.

Fashion show concept
There has been talk about whether physical fashion shows can still take place. The ever Bold-and-Beautiful Gucci has already opted not to follow the timetable of fashion shows! Nonetheless, the occasion has caused firms to consider new innovative ways to debut a fashion show. This year has seen a slew of memorable digital-only fashion presentations including Raf Simon and Miuccia Prada’s debut fashion show for Spring 2021.

Prada Spring RTW 2021


The main issue encountered during the internet fashion show was that it was extremely difficult to produce the same level of enthusiasm as the physical ones, but the big potential was to provide customers with the same level of access that top reviewers typically had. Isn’t that marvelous?
Luxury brands have been producing a stream of narrative videos this year with the video material being emotive and mirroring current events like Alexander McQueen’s ‘first light’ film for its Spring 2021 campaign. The video creates a more meaningful and deep connection than word and image.

Alexander McQueen’s ‘First Light’ Collection

E-commerce
There was a huge increase in product sales through the online medium in 2020, and predictions say it will remain the same in 2021. This emphasized that there is a digital shift within luxury brands. The online fashion e-commerce platforms that were used by the brands are Farfetch, Mytheresa, Yoox Net-a-porter, Zalando Matches Fashion and Moda Operandi.
You will be intrigued to know that not only e-commerce but also the emerge of different selling modes has been affected! For instance, livestreaming has become popular in the world. Instagram is now bolstering the social commerce option.
Livestreaming is seen as a viable alternative for reaching customers in lower-tier cities because they do not have access to some physical stores. However, some people believe it critical for elite companies to maintain consistency in content quality. Some procedures, such as fitting reservations or ordering online and picking up in a store, have been around for a long time and have become considerably popular.

Gucci live


Gucci has released a new app named “Gucci Live” available in Europe, the Middle East and Africa. The app insists on bringing the brand closer to its clients because the brand believes that only online purchasing lacks intimacy. Customers can speak with a genuine sales professional in the shop to ensure that the service quality is maintained. It is interactive, and users can use augmented reality to try on different garments and accessories. They can even create their own Gucci footwear in the app. People think it is loads of fun, and it helps to tackle the problem of closed physical businesses through new and creative solutions. Nonetheless, it is critical for brands to build the infrastructure necessary for long-term objectives. This seems to be true not only for Gucci but for all luxury labels. Customers must be enticed to interact online by fashion players finding innovative ways to thrill them.
To paraphrase, brands must adapt their tactics by rapidly determining which trends will persist after the ongoing crisis has passed. People are aiming for minimal change or a heavy reliance on specific markets/platforms. As a result, premium businesses must prioritise digital transformation. Brands must set clear, long-term objectives in 2021 while exhibiting enough flexibility, speed and agility to manage an uncertain short-term future.
Despite the fact that this notion has been debated for some time, the pandemic has accelerated the need for change. Physical stores are no longer physical stores, and online businesses are no longer simply online businesses.


Author:
Siddharth Bhardwaj
2nd Year, B. Des. Fashion Communication

Editors:
Atash Coyaji
2nd Year, B. Des. Textile Product Design
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Indrani Roy
2nd Year, B. Des. Fashion Design

PINK – A Gender Fluid Sentiment for 21st Century

When we think of ‘PINK’, we usually think of bows, berries, babies and of course the pink puffy pastry girly look, don’t we? Like it’s an epitome of femininity. Albeit, what do we think when we hear “men & pink”? Voila! Femininity again! The most irrational stereotype in fashion is most probably “Boys don’t wear pink!” Why not? Let’s find out.

This stereotype dates back to the roots of fashion and its commercialization. While history completely contradicts the belief of pink and its non-masculinity, it was twisted along the way.

 In the 1800s, pink was the colour associated with masculinity. While most children simply wore white clothes at the time, it was quite common for boys to be dressed in pink. In 1927, Times magazine released a chart that highlighted gender appropriate colours according to Times’ leading US retailers such as Best & Co., Halles and Marshall Field, etc. The chart advised parents to dress the boys in pink. However, despite all its history, pink is now considered to be a feminine color. This was once again due the trends set by the fashion brands themselves. 

Pink and blue were previously never gender-specific colors until parents started to determine a child’s sex at an early stage of pregnancy. The companies capitalized this and introduced gender specific clothing. This meant that clothes for the two genders could not be swapped. Hence, the tradition of ‘pink is for girls; blue is for boys’.

However, we as a generation of ‘rebels ’are reshaping these stereotypes. Youth is liberating thoughts & mindsets and are challenging gender specific colour norms.

There is absolutely no valid reason for pink to be considered a non-masculine color and here are the reasons as to why it compliments men’s fashion – Pink is quite an attractive color. It nullifies the myths about gender-specific fashion and being one of the favorite colors of women, it catches female attention. Apart from that, it is versatile and goes well with most other colors. It depicts boldness as well as power and stands out as a statement of unorthodox and open-mindedness.

There are enough arguments to prove the ‘non-gender specificity’ of pink. For instance, have a look at the ‘neon pink Oakley’ worn by Steven Smith, The Australian Cricket Team captain, or the recently launched Nike Kyrie 5 ‘Patrick’ and more. 

Today, pink has become a staple of strength. A man who wears pink exhibits confidence and courage. He does not fear becoming an outsider and challenging the norms. As said –

“Fashion is above all, an art of change.”John Galliano


Author:
Daksh Vohra
4th Year, B.Des. Textile & Product Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

Graphics Designer:
Indrani Roy
2nd Year, B.Des. Fashion Design

Re-Shirt 2021: Rethink, Revamp, Restyle

“Creativity is making marvelous out of the discarded.”

Reshirt 2021 was the second event by “Design Hub – A peer space for Budding Designers,” an initiative of Amity School of Fashion Design & Technology (ASFDT), Mumbai, organized to promote aspiring designers across the country. Moreover, to promote the best ideas and implementations of fashion & design, inviting many young talents from across the country with extraordinary ideas and intellect.

Reshirt 2021 contest was all about recreating and reconstructing their old T-shirts into something entirely new. The sole aim of this exercise was to create new and trendy pieces while producing zero waste. Reshirt was a PAN India Inter-University event managed by the ASFDT, Mumbai team. It got an excellent rate of participation with over more than 40 responses. Participants showcased their creative skills by styling and remodelling their reconstructed Tees. This event had a great social media reach as well.

Various universities actively participated in this event, such as Amity University Mumbai, Amity University Noida, Amity University Chhattisgarh, Amity School of Fashion Design and Technology Uttar Pradesh, Delhi University, Maharaja SayajiRao University, Good Samaritan School, National Institute of Fashion Technology, NIFT Panchkula, Institute of home economics and more.

The winners of the Reshirt contest were-

Nishi Bhartia, who grabbed the 1st position:

Nishi Bhartia, First Position

Aarchi Arora as 1st runner-up:

Archi Arora, First Runner-up

Sreyaparna Dey and Sumedha Shettipally as 2nd runners up.

Sreyaparna Dey, Second Runner-up
Sumedha Shettipally, Second Runner-up

It was an honor for the team to have Ms. Sejal Thakur, fashion stylist at Marks and Spencer’s and Ms. Smrutiseema Nayak, Visual Merchandising Manager at H&M as the external jury members along with the professors at ASFDT who judged the contest.

The winners were given e-certificates of achievement and were featured on ASFDT’S social media handles. Meanwhile all the participants were given E-certificates for participation to acknowledge and encourage their participation.

Overall, the contest turned out to be an exciting and participative event. The team at DesignHub and ASFDT looks forward to more such exciting events in order to keep discovering hidden young hidden talents of the country.


Author:
Aditi Mandlik
2nd Year, B. Des. Fashion Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

StyleQ’21 – 13th Edition

As we usher in the New year 2022, Amity School of Fashion Design & Technology unveils the 13th edition of its StyleQ magazine. Launched in 2016 the StyleQ magazine now in its 6th year has reached a new milestone evolved from traditional magazine format to the most interactive digital flipbook look which brings 2Dcontent to life. The whole experience is curated, designed edited, and published by the students of ASFDT, showcasing their journalistic and scholastic prowess.

This issue of StyleQ holds the Trend & Colour Forecast for the Fall/Winter 2021, a sneak-peek into happenings of ASFDT, the launch of Design Hub, and well-researched articles on innovation, acknowledging insights on fashion & other creative fields that shed light on new-age trends and technology which is germane to our theme.

Click on the link below to access the trendy, digital “flip-bookStyleQ Magazine, 13th Edition.

*Please zoom on the text when accessing the Flip-book magazine for an enhanced experience.


Regards,
Team StyleQ | Team StyleQ Digital | Team ASFDT

A Digitally Savvy Fashion School at Amity

At Amity University Mumbai, we have a whole arena of opportunities to broaden our horizons and develop our skills by meeting new people, new challenges, making use of the huge range of clubs and activities, minor tracks, and foreign languages offered. Interested may take part in their course overseas and come back with an enriched vision of the world. We can utilize the exposure to lead an informed life ahead.

Amity School of Fashion Design & Technology (ASFDT) at Amity University Mumbai houses hundreds of students from across the country and abroad every year. It primarily focuses on creating an environment that fosters competitiveness, creative thinking, innovation, problem-solving, and leadership that encourages working on innovative projects in order to promote holistic personality development.

Students at ASFDT, Amity University Mumbai

The outbreak of Covid-19 has however made its catastrophic disruption to colleges and universities across the world and made the education system bend to the unconventional mode of teaching; from in-person classes to the online mode.

But, our University adapted to this change within the blink of an eye, smoothly transitioning from physical classroom experience to virtual mode. The lectures shifted from labs to online hands-on demos, presentations and interactive sessions to put in the essence of in-person classes. We were given tasks to be done in groups for better communication and interaction. Although this was difficult at first, our faculties and management helped us adapt to the changes – and it turned out pretty well!

Online lectures, ASFDT, Amity University Mumbai

We get to operate our CAD labs from home, practice and implement easily via recorded lectures and clear out doubts easily through interactive sessions and active faculties online. This also presented us with opportunities to connect better virtually through online discussion forums, quizzes, digital labs, reports and feedback, workshops, and more and not just in Mumbai but across the country and even overseas.

Our faculty members have been the backbone of this the whole time. They reinvented the process of learning virtually with ease, comfort, and constant kind guidance, while juggling with the challenging demands of their personal and professional lives at the same time, constantly ensuring that students are staying healthy and safe. We are extremely grateful to have them guide us through this transition, going above their call of duty and greeting us with a smile every morning.

Modes of learning have changes worldwide, and it is indeed a big deal; but to shift from one mode to another, together and smoothly is a big deal too and that counts for something. As rightly said by Albert Einstein – “In the middle of difficulty, lies opportunity.”


Author:
Anshika Sharma
3rd Year, B.Des. Fashion Styling and Image Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Lubaina Surury
2nd Year, B. Des. Fashion Communication

Trends following World Fashion Day 2021

World Fashion Day, August 21 around vernal equinox annually, promises an exhilarating day in celebration of the glory, spirit and art of fashion! And oh, yes, I stand by what I said, we’re fashion freaks. We’re born brilliant, born ingenious and a little mad. As Artie would say, “‘normal’ is the cruel-est insults of them all.”

This day basically celebrates the field of fashion and spreads awareness regarding its significance in our day-to-day lives. Over the years, the fashion industry has brought forth quite a slew of fashion sensibilities that we never knew one could possess. The idea of dressing up oneself in a certain way with a specific kind of fabric is a process that has taken a lot of time to be curated. The idea of bringing forth a form of art and celebrate it is certainly something interesting. 

You could be forgiven for thinking that the spring and summer of 2021 collections were something of a hassle. Certainly, thanks to the ongoing pandemic, it was a season like no other. But they did not say fashion never rests for no reason so, here are some top trends that would never cease to go out of style, especially in 2021!  

Monochrome Magic:

The black and white color is a no-brainer. When in doubt, choose black and white as there’s no pairing as classic as white button down and black pants. A true ode to the minimalism of black, white, and shades of beige is what this season is about.

Hoodies under Blazer:

One of the most popular styles rocking the current fashion trends is the ever-so cozy hoodie – however, worn with a twist. 

Wearing a blazer with a hoodie is no longer just another street style cut, but a mainstream look that transcends generations. Wearing a quarantine staple-piece hoodie under a blazer adds an extra stylistic layer to your overall look.

Bubblegum pink:

I love a pop of colour now and then, and I’m excited that bold, bubblegum pink that’s making its way into our wardrobes for spring. It makes a powerful statement and looks chic when paired with neutrals such as grey and camel.

Back in 2017, you couldn’t walk into a shop without seeing millennial pink, well, everywhere. It was the colour to invest in, loved by style celebrities, sticking around until late last year from clothes to homeware.

However, the upcoming season was already signalling a new pink shade in town: bubblegum pink.

Brighter than the soft, millennial colour, it’s punchy, bold, and vibrant – precisely what your wardrobe calls for after, what feels like a lifetime in loungewear through multiple lockdowns.

It’s a departure from the neutrals that have been commanding our closets for the past few seasons, but it’s a dose of fun that I’m ready to welcome into my wardrobe and so would you.


Author:
Nithyashree Krishnan
2nd Year, B.Des. Fashion Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Pravara Kanekar
2nd Year, B.Des. Fashion Communication
Sushmita Mandal
2nd Year, B.Des. Fashion Design

DENIMatic 2021 – Dominate the Denim

DENIMatic 2021 was the launch event by “DesignHub – A Peer Space for Budding Designers”, which is an initiative of Amity School of Fashion Design & Technology, Mumbai, organized with the objective to promote aspiring designers across the country.

“Everything begins with an idea”Earl Nightingale

The DENIMatic 2021 contest was about creatively styling 1 denim piece of clothing into 3 distinctive styles showcasing the stylist’s creativity and ideation. The inter-university event managed by Team ASFDT stood out for its excellent responses – higher than any previous online event conducted by ASFDT during the pandemic. Participants from multiple universities and cities submitted their ideas to showcase their creativity and styling skills as designers and models. Participants were free to share the contest details across social media, and the reach turned out to be the ultimate so far.

Amity University (Mumbai), Amity University (Noida), Footwear Design and Development Institute (Noida), Maharaja Sayajirao University (Vadodara), Acharya Institute of Graduate Studies (Bengaluru), IITC Ghatkopar (Mumbai), Whistling Woods International (Mumbai), Rachana Sansad SFTD (Mumbai), S.V.T College of Home Science, Juhu (Mumbai), Lakshmibai College at Delhi University (Delhi), and Indian Institute of Crafts and Design (Jaipur) are the notable institutes whose talented students participated in the innovative contest.

The winners of the contest are –

FirstDivya Singh, Amity School of Fashion Technology, Noida
First Runner Up – Sneha Patel, MS University of Baroda
Second Runner Up – Rashi Aggarwal, Lakshmibai College
Third Runner Up – Chinmayi Sawant, Amity School of Fashion Design & Technology, Mumbai

Notably, Mr. Kinshuk Das, who is currently handling the Oxemberg Design Team at Siyaram’s Silk Mills Ltd., also associated with BARE, Denims, KILLER, Pepe Jeans, and who graduated from NIFT Kolkata in 2005, was an external jury member for the contest alongside the professors at ASFDT Mumbai.

The winners were awarded with E-certificates of achievement and featured on ASFDT’s social media handles while all the participants were presented with participation E-certificates to reward their creativity too.

A collage made by the works of the following participants:1)Chinmayi Sawant, Amity school of Fashion design & technology, Mumbai; 2) Rashi Agarwal,Lakshmibai College, University of Delhi;3)Kannu Priya, , Amity school of Fashion design & technology, Mumbai; 4) Divya Singh,Amity School Of Fashion Technology, Noida; 5) Sneha Patel, The Maharaja Sayajirao University,Baroda; 6) Surbhi Kumari, School of Fashion Technology,Pune ; 7) Pooja Jadhav,Whistling Woods International,Goregaon; 8) Snigdha Agraj, Footwear Design and Development Institute, Noida; 9) Richie Patil, Amity School of Fashion Technology, Noida

Conclusively, this contest marked the beginning of an exciting initiative to build for a more creative future with the budding designers of today, and we look forward to seeing more exciting contests and events which will be fully backed by our mentors, team members and peers at ASFDT.

Lastly, we extend our gratitude to all those who contributed to the success of this event.

Stay home, stay safe!


Author:
Humpy Adepu
2nd Year, B. Des. Fashion Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Sameeksha Mukim
2nd Year, B.Des. Fashion Styling & Image Design
Sushmita Mandal
2nd Year, B.Des. Fashion Design

A Revamped StyleQ Digital for 2021

‘Changes mark new beginnings’

Team StyleQ digital brings to you a revamped Fashion Blog with posts lined up to compliment your taste in fashion. From events at Amity School of Fashion Design & Technology and remarkable achievements of our students, to global updates of the fashion industry, we serve you everything in one platter.

We look forward to your readership in a newer, trendier and better StyleQ Digital – By Amity Mumbai Fashion Editorial Club!

Cheers!

– Team StyleQ Digital

Webinar: Creating Correspondence within Textile Culture

The act of sewing is a process of repair.”

What is thriving with increasing globalisation is the Textile industry. Traditionally, textiles have been an integral segment of human values and material culture.

Studying this field is an engrossing experience, and the students of Amity University, Mumbai had absolute glee witnessing this two-hour webinar on 9th of March 2021 about “Textile Industry and It’s Dynamics”. The spokesman was, the erudite, Mr. Raja M. Shanmugam, The president of Tirupur Exporters Association, Chief Mentor at NIFT – TEA Knitwear Fashion Industry and Founder of Confederation of Indian Industry.

The session answered many captivating questions like how the textile and clothing industry is influenced by the economic downswing. The session also explained the theory behind international contraction of consumption and the cost of inflationary inputs. Apart from the aforthmentioned, the key speaker also expounded the concept of sustainability and his interpretation on measures that shall make sustainability a practice for long run and initiatives to stay committed in future.

The webinar was concluded with an inquisitive discussion. Sir Shanmugam insightfully answered questions relating to the current situation of the pandemic, online shopping, the choice of natural fabric over synthetic ones and so on. The webinar was an absolute food for thought that acknowledged many subjects of the textile field that entranced even the faculty at ASFDT.


Author:
Sameeksha Mukim
1st Year, B.Des, Fashion Design

Editors:
Lubaina Surury
1st Year, B. Des, Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Pravara Kanekar
1st Year, B.Des, Fashion Communication