Ram shergill’s book celebrates abu jani and sandeep khosla
by Reena Kumar
INDIAN designers are becoming more popular in the west, leading fashion photographer Ram Shergill has said.
The artist, whose work has appeared in Vogue, Harper’s Bazaar and Tatleramong others, has collaborated with acclaimed Indian designers Abu Jani and Sandeep Khosla in his new book India Fanatastique.
It showcases elaborate couture out- fits which have been painstakingly produced using traditional Indian craftsmanship, including mirrorwork and zardozi embroidery.
photographer, who has worked with top British models David Gandy and Naomi Campbell, and emerging star Neelam Gill, was recognised at the Eastern Eye ACTA awards last month for his contribution to the arts.
He told Eastern Eye: “Indian design- ers are becoming more sought after in the western world. I didn’t think when I was growing up that an Indian designer was going to be dressing Beyoncé, Rihanna and Gwen Stefani, but that’s what’s happening.
“India looks to the west and the east to create something that is really beau- tiful and recognised worldwide.
“It is a very inspiring place that people want to be associated with because of the beautiful craftsmanship, the heritage and the quality of the work.”
Shergill captured the creations modelled by A-list
stars such as Amitabh Bachchan and Dame Judi Dench, as well as models in exotic locations from Paris to Las Vegas.
“I remember we went to Death Valley [in California, near Las Vegas]. Some- times you would only take one picture a day. You would wake up in the morning and the light would be incredible and that was the shot. You would be happy to create a picture that would stand the test of time,” he added.
book is the second edition of photographs Shergill shot over a period of four years to celebrate the work of the designers who have been in the industry for 25 years. Pictures for India Fantastique were taken around India, including in Rajasthan and Mumbai.
“What I saw in Abu Jani and Sandeep’s work was that it had that aesthetic of quality craftmanship. A beautiful dress or couture garment would take months to complete, but it would be done as a beautiful work of art,” he said.
Shergill said Jani and Khosla, who have dressed leading Bollywood actresses including Sonam Kapoor and Deepika Padukone, were “revitalising old techniques”, by supporting local artisans from all over In dia including in Luck now – the home of chikan, a traditional embroidery style.
Shergill has worked with some of the top names in fashion, among them Philip Treacy, the late design- er Alexander McQueen and Isabella Blow. His photographs have been exhibited at White chapel Art Gallery and the Victoria Albert Museum in Londonn India Fantastique, lished by Thames and son, is available now.