Nevanta for urban & NRI women

Nevanta.com will focus on fashion, celebrities and entertainment for Indian women, captured in brief two-minute videos.

Nevanta Media Technologies has launched www.nevanta.com, a video web-magazine targeted at women. The website will host high definition videos on fashion, celebrities and entertainment, offering women fashion trends, heads up on stores and designers in brief two-minute video format.

The content is targeted at urban and NRI women in the age group of 18-34 years.

According to the company, the idea of the website came from what was found to be little available information online for young Indian women on fashion, shopping and trends.

Nevanta.com looks to bridge the gap between designers, celebrities and their audiences.

“Nevanta offers a carefully screened collection from today’s top and also the emerging Indian designers, showcasing their very individual and distinctive styles. It’s never been easier to discover your favourite local designers, latest trends, your favourite celebrities and their personal style statements, all on one platform,” says Sunija Rishi, founder, Nevanta Media.

“We aim to be the online destination for the modern Indian woman to discover her very own style statement,” she adds.

Nevanta is an all-women‘s organisation; the content for Nevanta.com will be produced by young women taking on the role of producers and journalists, thereby better addressing the TG.

“We take great pride in being an all-women company and each woman on board embodies the perfect prototype of a ‘Nevanta woman’ – sharp, successful, confident and fabulously feminine,” quips Atasi Chatterjee, co-founder, Nevanta.

Identifying potential in online video, Nevanta sees high-speed mobile internet connectivity driving the convergence between mobile and internet platforms and also looks to leverage the opportunities offered by the growing mobile device market. With social media also growing as a platform for online video consumption, the short length videos on Nevanta.com will further help them to be shared extensively on social platforms.

On the revenue generation model, Nevanta.com will stay clear of traditional online advertisement formats. The company is looking at non-intrusive advertising, sponsorship and product placement. It is also in the process of developing an e-commerce plan based on Nevanta’s association with Indian designers and luxury brands.

Shocking images of ‘poverty chic’ in fashion advertising campaigns leaves a bad taste in the mouth

One would think that poverty chic would someday go out of style, like most things in fashion.

But the fashion world’s obsession with juxtaposing the extremely poor with the fashionably rich continues to stare at us shamelessly.

Pakistani designer duo Sana-Safinaz offered a distasteful ad campaign of a model posing with Louis Vuitton luggage alongside poor coolies recently.

It is now Bangalore-based designer Deepika Govind’s invite for the unveiling of her spring/summer 2012 collection that has the same pattern of styling – and which has attracted the same sort of opprobrium.

The invitation to see Govind’s summer 2012 collection carries a picture of a model standing tall in wedge heels and wearing an ensemble made of traditional textiles.

She is posing next to two poor farmers who are looking on in bewilderment.

The only plausible explanation for this is that the designer is encouraging Indian textiles and promoting the livelihood of the farmers.

But making the model stand tall while the farmers look up to her only highlights the unbridgeable gap between the two worlds – those behind the product and those who will eventually be able to afford it.

The unbridgeable gap between the two worlds is highlighted in many fashion shootsDistasteful: The unbridgeable gap between the two worlds is highlighted in many fashion shoots, including this one from Pakistani designer duo Sana-Safinaz

 

Deepika Govind's invitation has attracted controversy

This kind of usage of poor, famished-looking people as props for fashion labels they will never be able to afford, even with a lifetime of earnings also came under the scanner in 2008.

Back then a similar shoot appeared on the pages of fashion’s self appointed ‘bible’ Vogue India.

More recently, social networking sites Twitter and Facebook were abuzz when Pakistani designers Sana-Safinaz similarly juxtaposed luxury and extreme poverty.

They received a lot of flak for it.

While fashion loves controversy, one can only hope that, in the process, it doesn’t exploit those who aren’t even aware of being part of a bigger debate.

(courtesy: NIMERTA CHAWLA & mailonline India)