Really like the escapism portrayed in this short film:

It’s interesting toes how the authors discuss – how fashion adoption may satisfy the individual’s need to seek social identity. They highlight the satisfaction-of-needs approach which stems from the works on the social-psychological affecting fashion adoption. Based on the kinds of needs a consumer can have, they use the classic ‘heirarchy of needs’ proposed by Maslow as a model for this purpose. They justify the fact that in subtle ways clothing may also be used to satisfy higher needs which is manifested when clothing is purposefully used to enhance an individual’s social identity. I think this theory can be used as reference to millennial Indian women who migrate to London and adopt to the hybrid or fusion style to satisfy their social-psychological needs.

I was inspired by the Forgotten Masters exhibition to plan the imagery in the short film. The botanical references inspired me to select The Regents Park as one of the locations. i met with Astrid Salas – the videographer while she took a few shots of the frames that could work for us!

I analysed the Instagram page of Sabyasachi Mukherjee form 31st October 2019 to 6th January 2020 as a part of my research to determine the change in the promotional imagery posted by the brands official Instagram website. Data was noted in the chart below: