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Unit 16 Reporting Lifestyle, Fashion and Films

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Unit 16 Reporting Lifestyle, Fashion and Films UNIT 16 REPORTING LIFESTYLE, FASHION AND FILMS Structure 16.1 Introduction 16.2 Learning Outcomes 16.3 Lifestyle Reporting 16.4 Fashion in India 16.4.1 Has Indian Fashion Come of Age 16.4.2 Strengths 16.5 Fashion Journalism 16.5.1 How to Begin? 16.6 Scouting for Ideas 16.6.1 Fashion and Lifestyle Products 16.6.2 Garment and Role of Fashion Designers 16.6.3 Fashion Photography 16.6.4 Fashion Show Choreography 16.6.5 Ramp Modeling 16.6.6 Television Modeling 16.7 Reporting a Fashion Show 16.8 Writing on Fashion Trends 16.9 Terminologies 16.10 Other Lifestyle Items 16.10.1 Yoga 16.10.2 Travels 16.10.3 Food 16.10.4 Fitness 16.10.5 Books 16.11 Cinema 16.11.1 How to Write on Cinema 16.12 Exercises 16.13 Let Us Sum Up 16.14 Further Readings 16.15 Check Your Progress: Possible Answers 16.1 INTRODUCTION In general fashion is considered as an urge to lead a better life. But in reality it is primarily restricted to the dresses and accessories worn by the elites, celebrities and those representing high economic strata of the society. We however inadvertently ignore the presence of massive middle class which too follows the 225 Beat Reporting-2 changing fashion trends and contributes to the growth of the related industry. Manufactures or those in the business of such fashion or lifestyle items, try to give their products a unique look in an attempt to entice customers by introducing latest designs, styles and technological innovations. Further, India is one of the largest producers of films. Country has huge number of viewers, actors and actresses and their die-hard fans. In addition, it provides direct employment to so many people. Each city has got a good number of cinema halls screening latest movies. People are curious to know about the latest movies, storylines, dialogues and personal and professional lives of their favourite actors. All these have led to the creation of a number of big media houses publishing innumerable newspapers, magazines and producing audio-visual programs focusing on related contents. Mainstream news bulletins and newspapers too keep scouting for latest updates in the fields of fashion, lifestyle and films. 16.2 LEARNING OUTCOMES After going through this unit, the learner will be able to: gain insight into contents describing multiple fashion-lifestyle products available in the market. analyse the role of design and technology in the making of a garment, accessory or a film. discuss how to the promote these products through advertising, press conferences, fashion shows, press releases and interviews of film actors and celebrities. produce contents for specialised publications and programmes and useful for all those seeking information on fashion, lifestyle and films. 16.3 LIFESTYLE REPORTING In general terms, lifestyle covers luxurious way of living. It includes trends in fashion, food, sports, books and magazines. Even travel and tourism falls under it. So, lifestyle reporting is a moderate form of journalism wherein writers can take time to scout for ideas, work on them and present it before the readers in a relaxed and entertaining way. Relevant pictures captured beautifully often accompany such pieces accentuating the theme of the story. Recent years have shown an unprecedented increase in the number of write ups on fashion and lifestyle issues appearing in newspapers and magazines catering to general readers. These reports are mainly about various events taking place in these fields such as fashion shows, exhibitions, press conferences and interviews with fashion designers, models, fashion photographers, choreographers, stylists, dieticians, yoga experts, authors, travel experts etc. In addition, a host of publications as well as television programmes on fashion and lifestyle have come up which primarily cover issues related to fashion. The trade magazines covering business of lifestyle products too have donned a new contemporary look with increase in readership. All these developments have created ample opportunities for journalists having flair for fashion to not only get a foot in the door but also 226 climb up the professional ladder. Even business pages of newspapers and magazines Reporting Lifestyle, Fashion and Films carry a lot of reports, features etc related to business aspects of the industry related to lifestyle products. Lifestyle Journalism is a specialised area of writing wherein contents are presented in the style of a news feature, ignoring the basics of journalistic writings comprising answers to 5 Ws and 1H. News reports on fashion, sports or a related event however, may follow the basics of journalistic writings which primarily focus on 5 Ws and 1 H. 16.4 FASHION ININDIA Each society has got its individual characteristic style of clothing and lifestyle which is defined as fashion of that particular society. India with its rich cultural heritage has got an important place in the world of fashion. Ancient paintings and sculptures found through excavations go on to prove that the Indian women were no less conscious of their appearances than their western counterparts. During Indus Valley Civilisation period, while men’s clothing was restricted to a lion cloth, women covered their upper body with jewels and the metal of the jewellery determined the status of a woman in society. But the scenario changed drastically with the entry ofAryans who introduced two distinct clothes for upper and lower parts of the body for women and the trend continues till today. References abound in Indian literature about weaving and designing of various types of textiles which speak volumes of a vibrant tradition in the field. Rigveda is supposed to contain the first literary information about textiles in India. It says, the universe is a continuous fabric with a grid pattern upon which cycles of life are painted. It also refers to use of woolen yarns to cover the body. Ramayana and Mahabharata too refer to a variety of fabrics in vogue those days rich styles worn by the artistocracy on one hand and the simple clothes worn by commoner on the other. The traditional age-old textiles, crafts such as embroidery, beading, aari, thread embroidery, zardozi and jewellery have not only enticed elite class in other countries but have also been source of inspiration for several reputed European fashion designers. Still today, the charm of India’s traditional clothing and jewellery items holds true to them. The major boost to the fashion and lifestyle products industry which broadly covers the business activities in the field of apparels, textiles, jewellery, lifestyle items and related accessories came in 1970s when the country took up the export of fashion items seriously. Present scenario in the country reflects a robust picture. Today, India is the second largest producer of textile and garments and its export constitute around one-third of our total exports. In yarns, country’s share in the global trade is around 20 per cent. The man made fibre textile items are exported to more than 150 countries. At the individual level too, some of the Indian designers have created a market for their products in other countries. Again, India is only next to China in production of silk worldwide. It also enjoys the enviable distinction of producing all four types of silk. 227 Beat Reporting-2 To promote all these fashion items, manufacturers and designers organise a variety of promotional activities in the country. Products displayed through live models i.e. fashion shows, however, remain the most popular of all promotional activities. As print advertisements and fashion shows have become part and parcel of the industry, models and fashion photographers are much sought after people. Again, stores displaying clothes have donned a new look; jewellers are experimenting with precious as well as non-precious metals to churn out chic jewellery items; manufactures in the field of accessories are producing stuffs that are not only durable but also look brilliant and a host of magazines and newspapers columns have come up which keep those interested abreast with latest in the field. As a part of promotional activity, Fashion designers are going abroad and participating in fashion events. Fashion Design Councils have been formed which organise fashion weeks wherein leading designers showcase their creations attracting buyers from across the world. Quality of such shows matches international standards in content and presentation. Even government has realised the importance of design elements to promote export of textiles, jewellery, leather and other life- style items. It has sponsored fashion shows organized worldwide to create a positive image of Indian products and set up training institutes such as National Institute of FashionTechnology (NIFT), National Institute of Design (NID), Fashion Design Development Institute (FDDI) etc. 16.4.1 Has Indian Fashion Come of Age? In India, fashion design council has been formed which is organising Fashion Weeks wherein leading designers showcase their creations attracting buyers from foreign countries. Even the standard of fashion shows has improved to match the international standards. Fashion events are no more about dancing and acting to keep audience in good humour. They are serious events aimed at attracting attention of foreign and local buyers. At the local level, people have become brand conscious. They no more prefer to go to a tailoring shop but to a retail shop dealing with readymade garments. Designers too are designing dresses keeping the seasonal fashion in mind. 16.4.2 Strength Rich cultural heritage and skilled manpower and abundance of raw materials are the strengths of India fashion products. Benarasi saris, kanjeevaram saris, Gujarati and Rajasthani dresses and Kutch mirror work have been exported items for long. Indian shawls and silk products too have attracted world’s attention in the past.
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