One of the most awaited and anticipated calendars of the year, the Elite Calendar 2010 previewed the making, exclusively for fashionfad.in. This year Elite has surfaced with conspicuous zeal and refreshed angle conserving the epitomized standards of model and beauty that it has always been associated with. The calendar for 2010 has ventured outdoors for the first time in a quaint little village of Madawa against the cultural backdrop of Rajasthan. The crew comprising of seventeen extremely gorgeous models, conscientious stylist Karan Singh Parmar and internationally renowned Slovakian photographer Martin Machaj, together went on an expedition of capturing ‘Object of Desire’.
Sushma Puri, Director & CEO, Elite Model Management India says, “We have always shot our calendars in the studio under controlled light conditions so this time we decided to move out with staking the risk and beauty of natural light. Due to our international network we were presented the opportunity of working with Martin Machaj, photographer of international repute. The process of structuring and conceptualizing the Elite calendar 2010 was elaborate
, accomplishing justice to the theme, Object of Desire and the showcase platform for our stunning models.”
, accomplishing justice to the theme, Object of Desire and the showcase platform for our stunning models.”
Martin Machaj, who has shot the calendar with his signature flair and drama, has worked in some of the cultural capitals of the world, such as Paris, Milan, Prague, Vienna, London, New York, Tokyo and Cape Town. His portfolio includes a host of high-profile brands like Ferrari, Fiorangelo, Sony, Kempinsky Hotels, Emporio Uomo, etc including calendars for some of the top fashion houses and the likes of Roberto Cavalli.
Coming down to India for the first time, with a professional motive, he willfully accepts the charm of the not so busy village Madawa. There is still some more to the love story as we catch the sparkle in his eyes chatting about model Vipasha. Talking off records he says, “She is the m
ost beautiful model, being gorgeous from every angle, with her eyes doing all the talking and romancing the camera.” Martin when coming from Europe had something much sexier and wilder for the shoot in his mind but when he landed it took him sometime to understand and interpret the Indian concept of sensuality. Thus his each shot has successfully achieved a contrast between modern and traditional. Early mornings being the best time to shoot he would rush his entire team to the location as early as 4 o’clock, just before the dawn. Karan who has styled the look and theme for the Elite Calendar 2010, pronounces the subtle yet sexy look. He says, “the looks were pre decided with a lot of potential desire completely escaping vulgarity and Martin has masterfully captured some of the most desirable and sensual shots of the era.
There is a shot where Neha Kapur is completely draped in fabric with no skin showing yet she depicts the embodiment of desire”. Talking about this fun trip to Madawa he recalls working simultaneously for days from 4a.m till 10p.m. Despite of being very well planned and worked much in advance he would sometimes find himself running between the shoot to get an accessory that would exactly match the backdrop.
ost beautiful model, being gorgeous from every angle, with her eyes doing all the talking and romancing the camera.” Martin when coming from Europe had something much sexier and wilder for the shoot in his mind but when he landed it took him sometime to understand and interpret the Indian concept of sensuality. Thus his each shot has successfully achieved a contrast between modern and traditional. Early mornings being the best time to shoot he would rush his entire team to the location as early as 4 o’clock, just before the dawn. Karan who has styled the look and theme for the Elite Calendar 2010, pronounces the subtle yet sexy look. He says, “the looks were pre decided with a lot of potential desire completely escaping vulgarity and Martin has masterfully captured some of the most desirable and sensual shots of the era. There is a shot where Neha Kapur is completely draped in fabric with no skin showing yet she depicts the embodiment of desire”. Talking about this fun trip to Madawa he recalls working simultaneously for days from 4a.m till 10p.m. Despite of being very well planned and worked much in advance he would sometimes find himself running between the shoot to get an accessory that would exactly match the backdrop.
Models who joined the brigade for the shoot have returned with bag full of stories and an experience for a life time. As we catch Arshia and Rebecca, the young, vivacious and pretty face of the Elite Calendar 2010, they tell us about the colourful turbans, camels with jingling bells, the hot spices and the much cleaner atmosphere of the place. Rebecca embarks, “Madawa has over spilled colour and texture for exploration” whereas Arshia is all excited about the Madawa castle hotel which has rumours of being haunted.
Designed as a wall calendar with a limited print run of 500 copies, the Elite Calendar 2010 soon to be launched in Mumbai will go out to the top professionals and decision makers in the film, advertising and fashion industries.
The Capital’s NCR region will soon be home to yet another fashion extravaganza – The India International fashion week.
established as well as emerging fashion designers from around the world, that intends to feed the Indian appetite for more and diverse fashion offerings. The event is a perfect opportunity for designers from all over the world to come together in cultural unanimity of fashion, beauty and style as it conjures up a new world, a stimulating and enthralling fashion experience. It will bring together enigmatic ensembles with exquisite designs, that will speak volumes about the class and quality of our featured designers and their exhilarating fashion creations.
Top of the line Designers from Australia,US, Peru, Israel, Norway, Tanzania, Dubai, Pakistan and China among others are all geared up to showcase their talent. Some of the better-known names include Dorian Ho from China, Chen Cohen of Israel, and Nedret Taciroglu from Turkey. The only Indian label is Mona-Pali from Kolkata. “I had introduced them at the Toronto Fashion Week in 2002. They are my favourite Indian designers so they were the obvious choice,” remarks Kapur, who has been part of the organizing committee of the couture week in New York and an advisor to the North Virginia Fashion Week. 
Heralding into another world first the ethical cosmetics retailer has launched a new Eau de Parfum featuring alcohol made from organic sugar cane sourced from the foothills of the Andes, through the unique community Trade fair programme.
Scrupulous attention to details and the last minute finishing touches meted out with excellence, describes fashion designer Puja Nayyar’s designs. Graduate of NIFT, Delhi she was selected at the National level to showcase her collection for the Air France Young Designers’ Design Competition in Paris. She believes in the philosophy of asymmetry yet having a balanced frame of mind and body. 
Paras Bairoliya and Shalini Jaikaria’s collection, under the label Geisha Designs, is always a visual delight. The firm’s strength lies in being fresh, young and trendy in look. The firm caters for occasion and day wear for city girls with sophisticated tastes. They specialize in clean, basic cuts with surface embellishments and concentrate on finish. Western pattern principles are used to create traditional silhouettes with emphasis on hand detailing and seam finishes. Embroidery form an essential part of Geisha Designs with creative use of traditional materials like beads, sequins and thread, giving it a 3-dimensional form which is textural, vibrant and bold. 
Classic and chic designs with the perfect blend of understated elegance are what define Ekru –Ekta Jaipuria and Ruchira Kandhari’s label. The brand philosophy is simple, wearable and refined outfits for the women of today keeping a balance between contemporary fashion and traditional Indian clothing.