Fusion of Fashion & VM
As Head of both Visual Merchandising and Design at Elle, Arvind Lifestyle Brands Ltd, Mohita Rastogi has been able to fuse together both the functions in order to create a signature identity for the brand. In a chat with VM&RD, the designer talks about her design philosophy, about what would take Indian VM to greater heights and more…read on.
Mohita Rastogi Visual Merchandising & Design Elle, Arvind Lifestyle Brands Ltd
Mohita Rastogi, Head – Visual Merchandising and Design, Elle at Arvind Lifestyle Brands Ltd, who has been a part of the French label Elle since its start in India, is currently handling the dual position as Head – Visual Merchandising and Design at Elle. Holding a degree from NIFT, the lady started her career with Sahi Export House in the year 2003 and then gradually moved to Reliance Trends before being a part of the Arvind Lifestyle Brands. Mohita is one designer who strongly believes that India will soon start influencing and defining a number of global standards in the area of VM. We caught up with her to get a better understanding of her beliefs shaped by ten years of experience in the field.
Can you share a bit about your background and the recognition you have received as a Visual Merchandiser?
As a design graduate from NIFT, I have always sought multiple outlets for my creative expression. My experience has been mainly in the area of fashion design in the apparel space, for both Global and Indian retail brands. Following up on my interest, I have always dabbled in Visual Merchandising through college and have been involved in the in-store merchandising of the brands that I handled. In Elle, I have taken on this function officially. Being Head of Design and VM, I have been able to merge the two influences and create a unique signature for Elle that stands out amidst all brands. This has been critical in the successful launch and growth of the brand.
What inspired you to become a visual merchandiser?
Design and Visual Merchandising are always interlinked since VM is the graphical and visual representation of the abstract design theme that makes it come alive for the consumer. Therefore, it is a natural progression of a creative interest. My ability to portray the theme in the visual sense has always been strong and this has driven the passion to make it come alive visually as well.
Do you have any role models in your design and creative philosophies?
I have always had an innate design sense and while I have been inspired by multiple creative inputs, there has been no specific role model or creative philosophy that I have adopted. I find creativity in every walk of life and have been inspired by the work of many designers. However, I have strived to create a unique style of my own that has been influenced by all these inspirations.