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.

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