India is a country with diversified customs and cultures. People following various traditions live here, their way of dressing also differ from each other. The traces of Indians being fashionable can be found out from the ancient remains of Harappa and Mohenjodaro civilizations. After the independence, globalization is being witnessed in the Indian fashion industry, due to which changes have occurred in the style of Indian dressing.
Styles of wearing saris and salwar-kameez have changed. The look is more cosmopolitan than region-specific. Different styles of blouses like katori style, halter-neck, back button blouses, high neck blouses, puffed sleeve blouses, etc. have become the hot favorite among women. The average lengths of the blouses have decreased. Saris are draped mostly in traditional back pallo style or gujarati style. Indian fashion scene is greatly influenced by its films. For example Mumtaz style sari draping inspired by yester-year heroine Mumtaz. Here sari is tightly draped around the body.
As far as salwar-kameez is concerned numerous styles and patterns can be given to this garment. For instance the kameez can be long, short, A-line, skin tight, etc. Such variations can be done to salwar as well as dupattas. Modern version of kameez is known as kurti, it could be coupled with jeans, pants or churidar. It has taken the form of Indo-western outfit. People in western countries too have started wearing kurtis.
Emergence of mall culture
Mall culture is slowly and steadily growing in India. Many brands and private labels are launched in the Indian market. The first such retail outlet was Shopper's Stop which launched India's first multi-brand store in the year 1993. The specialty of such malls is that they offer a wide range of varied branded stuff, all under single roof. Some of the famous malls of India are Pantaloons, Westside, Lifestyle, Globus, etc. These retail outlets have also launched clothing line under private labels, manufactured and sold by them. For example- Pantaloons has many private labels under its brand like All, Fashion station and Mela. Some of the major private labels even operate as exclusive stores. The buyer gets an international shopping experience in such retail outlets. There are no nagging sales persons pressurizing the customers to buy.
Family stores are becoming hot favorite shopping hub for the middle-class and upper middle class shoppers. These stores sell garments of nearly all age groups and sexes. Apparels of various brands can be found in family stores. They are being considered as one-stop shopping destination. Roopam, Big Bazaar, Fashion station, V-mart, Maxx, etc are examples of some family stores.
History Of Fashion Industry
The growth of digital photography had made it feasible for everyone to capture the perfect moments of their lives better than ever. The big improvement in shutter speed and photo resolution, make it convenient and easy for both beginners and professional photographers to take good pictures. In addition, photo editing can now be done to create a more creative and artistic photos.
Digital photography has also been a huge plus for many online and offline businesses. A stock or image is used by a photographer to purchase images. These stocks are then purchased on different prices, depending on the license. But since they are digital, and they can be acquired outright from different companies, they can be modified, manipulated and edited using sophisticated editing software.
Today, digital photography is known to boost the fashion industry. Digital fashion photography far off different from doing television footages and taking photos on films. For digital photographers, it is a more challenging field to work on.
The ultimate purpose of digital fashion photography is to capture every detail in the ramp. It will focus on the figures of the stunning ladies, in their most fancy, magnificent and extreme fashion outfits. Digital fashion photography will capture the various outlooks essential to gratify the acceptance in world wide fashion trends.
While digital fashion photography is a meticulous field, a photographer should be creative enough to know the hottest craze each year.
Like fashion designers, digital fashion photographers should also work in high end ease, filed with beauty and glamour. The latter should really come up with the fashions great photos.
A few points to consider on digital fashion photography are to keep focused, ensure that your camera is always with you, know and set your objective, do not let go of the opportune moment, envision on how could come up with a creative and interesting pictures and make use of various distance and angles for each shot. Further show contrast by giving blurry parts and sharp emphasis over your photos, organize your subject, put weight on the shapes and lines of interest as well as create good impact that you are giving information on your audience.
A digital photographer should also be conscious that whatever output he delivers will uncover the care, readiness and awareness of the many vital points to remember in taking pictures.
The photographer should use curtains and reflectors. Use a tripod and set light to either left or right side of the object at an angle of 45 degree. As much as possible, avoid bright lights, or else use polarizing filters. And lastly, never underexpose parts or expose the whole photo. Never expose the entire photograph, try underexposing other parts.
Photographers can make use of backdrop materials to give emphasis on tint and color. Use reflectors, filters, see-thru transparency, and diffusers to neutralize colors. It is recommended to use gray and white backgrounds.
As a professional photographer your audience may not see what you see in the picture. People pay value to the subject and not on the background. It should connect each other.
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