Love From India Campaign with Karishma Tanna
I have known Karishma Tanna from almost the beginning of my photography days, and over the years we had worked together on several occasions.
In 2014, Karishma became the face of fashion label Love From India, walking as their showstopper at Lakmé Fashion Week Summer/Resort. When she approached me to photograph the campaign, I was quite willing to travel with the team to Lonavala for an outdoor shoot.
The collection was young, contemporary and easy-going, and the location gave us the freedom to create images that felt more like fashion photographs than conventional catalogue pictures.
We worked with the available spaces, architecture and natural light, creating different moods around the clothes. Some images were clean and graphic; others were softer and more relaxed. Karishma, of course, was extremely comfortable in front of my camera — familiarity always makes it easier to move quickly and experiment.
For me, fashion photography has never been only about documenting clothes. The garment has to remain important, but the image must also have mood, personality and a world of its own.
This was a simple, enjoyable campaign — a familiar face, a new fashion label and a day away from Mumbai creating pictures in Lonavala.
Brand: Love From India
Featuring: Karishma Tanna
Photography: Pravin Talan
Campaign photographed in 2014.
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