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in style Since its launch three years ago, StyleCracker has been a ‘disruptive’ force in the online personalised fashion styling space. Archana Walavalkar, co-founder and creative director of StyleCracker speaks to Anjali Shetty on her journey so far Archana Walavalkar is a prominent name in the fashion industry with over a decade of experience in the same; she is the co-founder and creative director of StyleCracker.com, an online fashion styling portal. She has styled and worked with the likes of Alia Bhatt, Varun Dhawan, Deepika Padukone, Aishwarya Rai Bachchan, Shahid Kapoor and Imran Khan. Archana has also been the creative look behind the big banners of Dharma Productions and Phantom Films, styled brands and has been the official stylist for Talent Box shows at Lakme Fashion Week. She adds glamour with sophistication to whichever project she is part of and is a creative genius when it comes to setting trends. The first step After I completed my specialisation in Apparel Manufacture and Design, I started with editorial styling at L’Officiel magazine, after which I joined Vogue as a fashion editor, as a part of their founding team. Then I went on to film and celebrity styling with the likes of Priyanka Chopra, Deepika Padukone, Alia Bhatt, Varun Dhawan and many more. After a few years in the industry, I eventually started my own company — StyleCracker, along with Dhimaan Shah, making it a first-of-its-kind personalised styling and shopping platform. We provide our users with a highly personalised experience and have created a massively trusted platform through which users can discover, share and enhance their personal style. Go-to designers for styling Huemn by Pranav Mishra and Shyma Shetty, and Vetements by Demna Gvasalia - they’re bold and distinctive. 38 march 2017 www.crememagazine.in
in style No-fail styling trick There is no one way of saying this, but making someone look like a million bucks comes from a combination of many little things. One trick I would suggest is if you are going for a plunging neckline or an outfit that could probably shift around — simply strap on some tape to feel a lot more at ease. Also, choosing the right kind of lingerie can make a great amount of difference to your outfit, as well as your mood. Philosophy on the high low-mix? I think it’s key. It’s a practical way of knowing where to splurge, and where to save. An imaginative vision to put it all together is important. How you wear it is more important than where you shop. Olivia Palermo is distinctly remarkable at this. Future expansion plans We have many online and offline properties under the StyleCracker umbrella. Apart from constantly ensuring that we meet our client expectations; we do actually have a few exciting things in the pipeline — like the recently launched StyleCracker Box, that fills the gap of personalised shopping in the market. It is an easy access to great, highly curated head to toe looks personalised for our users who experience a time crunch. The approach When it comes to personal styling, I style based on my thorough understanding of the client’s personal style, body scale, preferences, work environment, lifestyle choices and personality. Going through their closets definitely gives me more perspective and information about the kind of brands they like, what works for them as well as what doesn’t — more like a wardrobe edit. The more they tell me, the better it helps. If I’m styling for a movie, it is important that I bring out the director’s vision to life, also essentially depending on what the script and the character demands. Coming to editorial styling, I come up with the concept and theme of the shoot. The idea is to make runway fashion wearable. anjalishetty@crememagazine.in Most fun part of your job It’s simple — I’m happy if the client is happy and I work to make them the best version of themselves. Most challenging My team is very important to me. Doing what I do, I have to constantly work with different people, ensuring that we’re on the same page and training them is essential. One voice, one organisation. Favorite look styled to date It definitely has to be Alia Bhatt for Kar gayi chull from Kapoor and Sons, and Varun Dhawan for Saturday Saturday from Humpty Sharma ki dulhania. March 2017 39
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