Eager to spread a message, fashion goes social

A new year is the beginning of many things. It is also the time to open those brand new calendars, make appointments and plan the year ahead. With options galore in the market, Inega, a model management firm has decided to use fashion to spread a message. Their calendar for this year highlights an environmental cause on every page.

“Fashion has always been associated with glamour. We wanted to show that a cause like saving the environment can be effectively put across with the use of fashion,” says photographer Prasad Naik, who's behind the pictures.

Upon being asked why he chose a subject like the environment, he says, “Our earth needs to be saved and fast. And what better way to bring in the New Year than with a calendar which reminds you of the same everyday.” The calendar highlights a cause every month, such as deforestation in January, animal extinction in February, radioactive waste in June and energy shortage in November. “We did the whole shoot in Thailand over a period of six months,” he says .

While using photographs to spread a message is in itself difficult, giving a stylish touch to it is even trickier. “We had to maintain the glam quotient of the calendar. It was a very challenging task,”says Prasad.