Reporting on the ramp

"Films and fashion have reigned as an unstoppable tag team in my life," says Ritu Kochhar. At thirty four years of age, she is the founder director of International Institute of Fashion Design which has now over 180 centres across the country.

Kochhar who started the institute way back in 1995 says she was always fascinated by the fashion world. "As a child, I would sit wide eyed, glued to the television watching in awe the colourful costumes worn by Indian actresses. Fashion in Hollywood was also what interested me."

Coming from a town like Chandigarh, and moreover hailing from a family with an army background, Kochhar says that it was a little difficult to convince her parents to let her follow her heart. "My father wanted me to appear for UPSC exams and become an IAS officer. I remember giving the exam by simply ticking answers that "seemed" right. Mother however, supported my ambitions and eventually my father too understood my true calling." she reminisces.

Recalling her early days as a fashion writer, Kochhar says, "I have never done any formal course/ diploma in fashion, all my learning has been through observation. She explains that through the younger generation is keen to pursue their dreams they lack the drive for research. "I feel they are the spoon fed generation, but if this field is competitive and if you want to succeed you need read a lot, do lot of research and basically keep an eye on everything that's happening locally as well as globally."

On the job
"A fashion journalist uses the written word to portray what is, essentially, a visual medium in interesting, creative, entertaining and imaginative ways. They need to understand the difference between fashion and shopping," says Kochhar about what's in store for those aspiring to take up the profession. According to her, newcomers entering the field need to take into account wider and more diverse factors, including societal, cultural and economic contexts.

So, what does a fashion journalist have to do? The job typically involves communicating the constantly changing fashion market to a wide audience. And how does one do that, "reviewing and keeping abreast of new ranges, designers and trends; visiting and building contacts with relevant PR companies; attending press open days, trade and consumer shows; researching the fashion media; interviewing designers; organising and attending fashion shoots will train you and help you understand the beat in detail," says Kochhar. "You cannot expect to write a piece sitting at your computer, stories and features shape up differently when there is an experience attached to it," she adds.

"Fashion is a particularly fast-paced, even cut-throat, industry. You will need to be willing to work hard, have confidence in yourself and make as many relevant industry contacts as you can," explains Kochhar.

Train yourself
Last year many companies were downsizing their expenses. This meant that there would be no hiring. So all the freshers armed to step into the profession had no choice. Kochhar is of the opinion that instead of simply playing a waiting game, students should seek new ways of showcasing their talent, "Young and aspiring fashion writers should start writing/ blogging on the internet." 

"Many a times, designers, fashion editors look for new talent online on social networking sites like Facebook and Orkut," she adds. New age writers need to be willing to face real hard challenges. "Be perseverant and most of all come up with new and fresh ideas. Do a lot of research, read about cuts/ drapes, textiles, colours, fabrics etc. Know about fashion history, Study how World Wars affected fashion, how the recession has affected fashion," advises Kocchar.

She adds, "Don't limit yourself to high profile and glamour in the field. Your mettle will be tested with every assignment. Treat your work as sacred, think out of the box. Fashion is as sacred as any other serious beat/ writing. Most importantly learn to think own your own and avoid getting influenced."