Expressions and Impressions in Fashion Journalism

*Saumya Santosh Student ** Suman D. Mundkur Assistant Professor Department of Textiles and Apparel Designing, SVT College of Home Science (Autonomous), S.N.D.T Women’s University, Juhu Road Mumbai

Abstract Journalism is a medium to educate people about what is happening in the world by covering events, ideas, and information into context. The objective of Fashion Journalism is to connect and impart the information, create awareness to the reader and also to understand the readers. Writing for magazines and newspapers require information on fashion including critique, reporting, and writing which is a source for those who believe in fashion. An informal interview with a fashion journalist helped understand some aspects of Fashion Journalism, the work involved and the skills that need to be developed for a successful career. A survey in the form of questionnaire was conducted with the sample size of 45 women in the age group between 18 to 25 years was selected. To understand the style of writing of fashion journalists, five newspaper articles on fashion were reviewed for this study. Each article was written by a different journalist each having their own individual style of writing. Some articles are meant for creating awareness and some for information on new trends and colours. While some give ‘dos and don’ts’ pointers and tips on dressing style.

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Introduction Journalism is about putting events, ideas, information into context to educate people about what is happening in the world (Rudin and Ibbotson, 2006). Fashion Journalism, according to Roy (2011) is an umbrella term used to describe all the aspects of published fashion media. It includes Fashion writers, fashion critics or fashion reporters. The most obvious examples of Fashion Journalism are the fashion features in the magazines and newspapers, but the term also includes books about fashion and fashion related reports on television. According to Meher Castelino, the significance of Fashion Journalism is to educate people about what is happening in the world of fashion - the fabrics, the trends, the innovations, and the business of fashion [3]. Fashion plays an important role in disseminating fashion information. This can be fashion features in magazines and newspapers, and may also include books about fashion, fashion related reports on television and online fashion magazines, websites, and blogs [4]. Roy (2011) opined that, over the past several years, fashion websites have developed that merge traditional editorial writing with user generated content. Online magazines like iFashion Network and Runway Magazine, led by Nole Marin from Americas Next Top Model, have begun to dominate the market with digital copies for computers, iPhones and iPads. Magazines are integral part of the fashion industry, helping to publicize trends, and promote designers and labels expressed Swanson and Everett (2008). According to Matharu (2010), the magazine industry is highly competitive. The successes of online magazines and websites have provided stiff competition and have challenged the existence of the fashion magazine as we know it. Writing for Magazines According to Swanson and Everett (2008) writing for fashion magazine is fun and challenging. Opportunities are available in both consumer magazines and trade magazine. To view the makeup of the staff for a consumer magazine, review the magazine there you will see the editor-in-chief, editors, contributors and even interns given credit for their work. Magazines use an editorial calendar to determine theme of each issue. Preparing the article According to Swanson and Everett (2008) each magazine has their own formula, or list of topics that editors, writers, and readers can expect from each issue. The author of the feature

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article needs to first consider the tone of the article, which can be refined through brain storming process. The author may need to undertake various types of research; interview with appropriate individuals can add richness to the article. As the article develops, the writer tries to come up with the title that will attract the attention of the editor and the readers. The author then writes the lead and finishes writing the article. The job is still not complete until the article is rewritten and edited. The final step is proofreading to make sure that the grammar and content are correct. Writing for Newspapers Newspaper articles generally follow two formats: new stories and featured articles. Historically, fashion feature stories in newspapers provide a service for female readers; they also stimulated interest in fashion, assisting local merchants in selling new products. How to become a Columnist According to a website, a fashion columnist usually works for a newspaper or magazine and reports on the latest fashion trends and fashion news. Tips on how to become a fashion columnist include the need to stay abreast of the latest news and happenings in the fashion world, including history, fabrics, patterns etc. An experience in fashion field such as a writer for a fashion blog, or fashion related website. Preparing few writing samples on fashion trends, events, parties, and model biographies or write short pieces on current fashion can showcase the writing style. The best way to show your interest to the editor is by emailing the writing samples with your resume which showcase your education and experience in the fashion field [7]. Advertorial is an advertisement in the form of editorial content. In printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story [8]. According to a website, the objective should be to let them understand this is an advertiser-related feature which offers extra value via information and/or entertainment. There is a strong implied endorsement by the magazine, as readers can assume the editor has been involved in the selection of the product shown in the advertisement feature, and this implies researching the products and choosing the one that’s best for readers. When executed well, advertorials are perceived as generally useful and informative or entertaining, which encourages an overall positive feeling about them among readers [9]. It was therefore found it worth studying the reader’s point of

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view as well as that of a fashion journalist. This findings may help the readers to experiment with writing on fashion. The Aim of the Study  To understand the aspects of Fashion Journalism and the different writing styles of the journalists for magazines and newspapers.  To study the interest of young urban women in fashion articles.  To review the articles and writing styles of Fashion Journalists for newspapers. Methodology A survey design was used to conduct research. A questionnaire was used as a tool to gather data. A sample size of 45 residing in Mumbai in the age group 18 to 25 years was selected on the basis of convenient sampling. Primary data was collected through an informal interview with a fashion journalist. The secondary information was gathered from fashion and journalism related books and internet sources. Interview with a Fashion Journalist Ami Gandhi is a copy editor and a feature writer for BTW magazines from past six years. BTW is an English language ‘Fine Living’ monthly glossy, BTW (By The Way) is the highest selling luxury vehicle of Mumbai. Exclusive world content, brilliant photography, unrivalled coverage on travel and cuisines, art and automobiles, high-life and events. Ms. Gandhi expressed that Fashion Journalism is about writing about people, meeting them, and learning from their experience. To be a successful fashion journalist, patience is the key to success as it helps to tackle different people at higher level. Communication skills are one of the most important factors leading to success. Today, to become a fashion journalist, a person should have a good sense of fashion and should also have a qualification in journalism. While writing an article, it is very important to connect with the reader. The article should also be to the point and lastly it should be edited, checked, and rechecked before printing. She opined that for the students interested in Fashion Journalism, they should learn to write and develop their own unique style. As beginners, they should grab the opportunity to write and publish, even it pays less. In this field, the more experience, the more successful one can be as a fashion journalist.

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Survey To understand the views of young women on fashion related articles, the survey was undertaken. The responses to the questionnaire that was used as a tool to gather all the information was analysed. A sample size of 45 residing in Mumbai in the age group 18 to 25 years was selected on the basis of convenient sampling. Among others, selected questions have been analysed. The most preferred fashion magazine by one third of the young Indian respondents was Femina; followed by Vogue. Few preferred to read Elle, Filmfare and Cosmopolitian.

Fig. 1- Which media do you Fig. 2- Which fashion prefer for fashion advice? magazine do you read?

It can be seen in Figure 1. that a large majority of the the respondents in the survey, sought advice followed magazine articles rather than newspaper for fashion advice and read the tips that were given. It was not necessary that all the fashion advice published and tips given were

Fig. 3 - Do you follow the Fig. 4- How do you prefer the

fashion articles, the fashion writing style of a journalist? advises, profiles, events, written

in the magazine?

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followed. As seen in Fig. 3 less than half of the respondents followed the fashion advice they sought from magazines; while one fourth of the respondents were undecisive. Respondents found that the ability to connect with the reader and creativity in writing a fashion article was more important as in Fig. 4. Simplicity and the lucidity of the language as a style of writing on fashion was given less preference. The writing styles could best be studied through review.

Reviews of articles by Fashion Journalists The following are reviews of five newspaper articles Article 1: ‘Floral Prints and Fusion Wear Added a New Twist to Summer Fashion’ was featured on page No. 8 the 23rd May 2015 in The Bombay Times, The Times of India. This anecdote article is about looking stylish and fabulous this summer using floral and fusion printed garments available at fbb stores. The writer has used simple language to explain to the readers about selecting and wearing garment co-ordinates. Suggesting which garment can be worn and with what. Along with useful fashion tips, the latest collection from fbb is illustrated by the model wearing it, along with the price of each garment. The flow of the article, clearly visible illustrations or pictures given with the description of each garment and the price gives the readers a chance to visualize themselves in the fashion garments. Thus this article helps the reader to understand every aspect of style, silhouettes, fabrics, colour, which will make them look their best this summer. Article 2: ‘Rock Friday Chick at Work’ by Shika Shah was featured in The Times Life on Page No. 1 on Sunday 12th July 2015. This is a straightforward article about smart casuals, suggesting to the readers how one can experiment with smart casuals; dos and don’ts with relevant illustrations. The inputs for this article were taken from works of designers - Sadan Pande, Hema Kaul, Karan Malhotra and Esha Amin. Fashion designer Shruti Sancheti has cited reasons for introducing semi-formal or smart casuals for office wear today. First of all the CEOs are young and dynamic. The look at work is an extension of personal life and thus demands for a comfortable and youthful attire.

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Wearing smart casuals makes it easier to head for a party or get-together post work. Stylist Sharnali suggests having a dressy or a fusion look by pairing a formal garment with another informal garment. The flow of the article is good and helps the reader to understand smart casuals and the dos and don’t pointers. Appropriate illustrations give an idea on how the readers can to adapt these in our daily life. Article 3: ‘Flower Dressing’ by Ruchika Kher was featured on 1st July 2015 on Page No. 5 in the HT Café. This interesting article is about metrosexual dressing experiments with floral prints and motifs. The inputs for this article is taken from the works of designer Anupama Dayal. This article talks about the floral prints which has emerged as a popular trend in men’s wear this year. Not only Indian but international designers have explored floral prints in different ways. Designers Vivienne Westwood, Antonio Marras, Louis Vuitton, Valentino, Ken Ferns, Sabyasachi explored floral prints in diverse ways in 2015 Spring/summer menswear lines. According to Komal Sood, men are comfortable experimenting new trends and patterns. Primary focus being on best spoke and tailor-made pieces which showcased a certain finesse and craftsmanship - the thought process has changed to developing more alternative other than the standard plaids, checks, and solid. With a lucid flow and easy language, the writer explains about how floral prints is no longer restricted to one gender. Dos and don’t pointers, illustrations and different styles where floral prints are incorporated helps the reader to understand the concept and also the implication of floral prints in their wardrobe. Article 4: ‘Show Case’ by Susan Jose was featured on July 15th 2015 in HT Café on Page No. 6. This article is about how fashion can be a great platform to stand up for a cause all over the world. National and international designers have used fashion as a platform to make the readers aware about the cause. From Bollywood lost art-hand painted posters, to supporting a NGO to organic clothing, to breast cancer, to feminism, - all contributing their support for a cause to the society in a different ways. In London, Designer Craig Greens Menswear show showcased models walking in clothes with long strips of fabric attached to cut- outs at the chest which showed the symbol of power, whereas Narendra Kumar took a stand against

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cops, who tried to suppress people protesting against the rape case in 2012. This designer had models walking down the ramp which was lined with uniformed men on either sides leading to a restricted views of the design. The readers are led through the article in simple language and pictorial evidences of every cause. Fashion shows are not any more restricted to clothes or jewellery; but a platform to create awareness amongst the people in the society. Article: 5 ‘DIY Outfits Trending on Campus’ by Prashasti Shetty was featured on 18th July 2015 on Page No. 10 in The Bombay Times, Times of India. The ‘You’ article consists of various fashion ideas and fashion tips for more trendy look for the youth. DIY tutorials are daily updates on new trends and fashion which is followed by many College goers. Today everybody experiment with their wardrobe and DIY Tutorials help to convert old clothes to a stylist trend. From a casual look to a stylish party look this article gives all the tips which can change the style and also allow the reader to experiment with the looks. This article is for the young adults who love experimenting with fashion. In simple language and illustrations, three to four easy styles which can be easily tried at home, encourage the readers visualize and experiment them. Conclusion of the study Fashion Journalism is all about meeting people and learning from their experiences, making patience as their key to success, having good communication skill, sense of fashion and writing articles in their own unique style makes a fashion journalist successful. Urban Women prefer reading magazines over newspaper for fashion related articles since the look for more creativity in the writing style of a writer and also they can connect easily with the writer. Most of the writers use anecdotes and straightforward as their writing styles with simple use of language and images or illustrations so as to connect with the readers and to give them a visualization of the product or to relate with the article. Conclusion Fashion Journalism includes fashion articles in newspaper, magazines, fashion advertisement, advertorials etc. These are the common means to reach out to the masses. The glamor of Fashion attracts people of all segments of the society. Fashion Journalism is about creating

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interest in people for fashion trends and styles through creative writing. A knowledge about fashion, designing, styling, textiles, Journalism along with some experience in the fashion industry should help one enter this field. Journalism in Fashion has a vast scope in India and an interesting career to pursue and explore. The best way to try would be by reading more articles, writing reviews and getting started with what the readers look for in Magazines and newspapers.

Acknowledgement The authors thank, Rd. Meara Desai, Head of Department of Communication, PGSR, SNDT Women’s University and Mrs. Mini Chandra Kurian, writer and a publisher for their support and encouragement.

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