GUWAHATI, Aug 5 - Creativity is a limitless ocean where there are no boundaries or restrictions, said Amit Khanna, winner of the Dadasaheb Phalke Excellence Award 2016 for contribution to fashion photography. He was speaking at a virtual event on significance of photography in building a fashion brand organised by city-based Royal Global University (RGU) on Tuesday, according to a press release.
Khanna, who is also a Bollywood fashion photographer, writer, actor, film producer and director, spoke on fashion photography consisting of very important aspects and the branding of it through photography, which, he added, is sacrosanct. Any brand/product of any weather condition is a very strategically thought-out and planned image that creates an identity for the brand/product, he said. The image takes the brand to the next level, as envisaged by the seller for the consumer, as in colours, tone, sets, props and more. It creates a unique line for the brand and makes it stand out from the rest of the world. It is the first step towards creating brand loyalty and reliance, he added.
Khanna further said that cinematography � location, models, looks, lightning editing/post production of the photos � is a very important aspect of fashion photography. He also spoke about the one-minute video photos which define the product for branding with clarity. Since music is a pivotal part of electronic branding, it must complement the product for best results, he added. The uniqueness of any brand created through photography builds its brand loyalty as seen in national and international brands like Sabyasachi, Dolce & Gabbana, etc., he said.
Khanna called upon the students to equip themselves with all aspects of fashion photography as he rightly said, �There is no short-cut to success.�
Khanna was joined in his deliberations by RGU Vice Chancellor Prof SP Singh; Prof AK Buragohain, Chairperson Academic (RGU) and Anita PY, Dean, Royal School of Fashion Technology (RSFT), along with faculty, staff and students of RGU as well as from across India. The event was moderated by Mansher Singh, Assistant Professor, RSFT, the release added.