India's Biggest Street Style Shoot

Any stylist will tell you, coordinating more than 10 people for a single photo shoot can be a nightmare.

Now multiply that number by 15, and you can imagine the level of logistical planning it took the bhane. team to pull together what they're calling India's largest street style shoot.

The recently-launched online clothing label prefers to remain "non-traditional", says Kassia Karr, the brand and culture manager.

Which is why instead of going the obvious route and planning a glitzy fashion campaign, bhane. chose to harness the appeal of street style photography, with an assortment of lawyers, bloggers, musicians and professionals from Mumbai and Delhi filling in for models.

"We wanted to feature real people, shooting every single garment on a different person so we could show how the clothes can be customised to suit a variety of body types and styles," explains Karr. "We told them to bring their own accessories, bags and shoes, while the clothes were provided by us. They got to pick out whatever they wanted from the racks, while our stylist Tania Fadte worked with them to put together a custom look."

Shot by street style blogger Manou, you'll spot a few familiar faces modelling for the label, like indie musician Ankur Tewari, photographer Anushka Menon, theatre actor Saba Azad and TV anchor Karuna Ezara Parikh.

And there will soon be more. "We plan to follow the same strategy in the coming seasons, " Karr adds. "So the number of people featured on the site will expand beyond 150. This method helps us go straight to the grassroots by reaching out to the people who will eventually buy our clothing."

- Rochelle Pinto

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