Summer Couture Invite to Store

When you’re a big designer, naturally you have big clients too. All the summer shows for this season are officially over. The runway has seen everything from Lakme Fashion week, Pune Show, Singapore show and most recently the Walk of Mijwan.

However just because the runway has showcased all these looks doesn’t mean all the clients have seen them, or got a taste of the new collection. A couple of weeks ago, an e-commerce shoot took place in the office. 2 female and 2 male models were called in for approximately (not entirely sure as I wasn’t a part of this shoot) 25 outfit changes. All the new clothes of this season were shot and then edited our team.

As the graphics team we do touch up photos but it isn’t entirely our job as we have an agency associated with us that does social media and website related work. They (ThoughtPot, the agency hired) always send us retouched photos to choose from and then to subsequently post onto the website. The website is currently in the process of being updated. The head of the graphics team is currently away on leave. Yesterday, I was asked to create an invite for the clients to see the unveil of the new collection in both the Mumbai and Delhi Flagship stores.

The invite was meant to be sent to the company’s most valued clients via whatsapp. They were going to be sent by Manish Sir himself. I was given the content to write and then was given roughly an hour to create 2 options. It was pretty fast, but it was so exciting to solely work on a mini project that came up out of nowhere. Oh, and the reason it had to be finished in an hour, was because the invite new collection was added to stores yesterday itself for the clients to have a look today.

For starters, I had to ask ThoughtPot for the font they use in their social media posts. They promptly sent us one of their most recent post’s open file. The font they use is called “Great Vibes”. I asked for the assistance of my fellow intern to help, as mentioned before she’s a communication student and has hence shot photographs for the company. She sent me a couple of images from the newer shows. I then quickly edited them and sent over 2 options.

This was the original picture I used. Photograph by @mInutiae_17 at the Pune show earlier in March this year.

I had to edit the background to remove the entrance on the stage. I made the photograph black and white, edited the levels, and then slyly used the eyedropper tool picked the same black and painted over the background.

The first option got selected because they felt it was more formal and included a close up of their recent work. Personally I loved the second option. My friends in the office did too! There were obvious mistakes with the text since repeating “Manish Malhotra” twice seemed useless. Also in the final version the text and layout of the address did change as the font was too big.

Overall, the process took just under 2 hours. This was because a lot of the text had small edits, such as the spacing between the & sign and both the lines, the inclusion of &, the size of the text, the colour, the white square, the reduced opacity of the square. I even had to put in a guide to mark the centre line on the square. I made it 1080 x1080 pixels, which is the size of an Instagram post as initially I was told that it would be posted. I made them on illustrator so I had to export them as pdf’s and then convert them into jpegs since the files were too heavy to be sent on whatsapp.

It was really fun since everything happened so quick and it even got approved a minute after I completed them!