n my journey of pursuit of ELLE fashion
I found out that most of the time their
love of fashion began as a child.
That was exactly what happened to Malini.
“Growing up looking at my mother who loved
clothes, shoes, offbeat jewelry was a huge
There is usually one way to become a
fashion editor of a major magazine and that’s
starting as a stylist.
Malini tells me that she “always wanted
to work for a fashion magazine like ELLE.”
says that, “ELLE was among the first fashion
magazines. It always served as a bench mark in
“I started out working as a junior
stylist at Cosmopolitan India
and moved on to senior stylist and then to
In the meanwhile ELLE was looking for a
I happened to be at the right place at
the right time and never looked back
Every ELLE run their magazine
differently and their duties vary daily. Malini
states that it’s important to, “find understanding of the
its style and content, try and
push the envelope within these parameters.
Right from identifying trends to scouting new talents
(fashion designers, accessory designers or prop designer
anyone who does anything interesting), plan the covers,
the lineup for the next couple of issues, the main
features in the magazine, the trend pages and covering
the fashion weeks in India.
Fashion Editor of any top fashion magazine comes with an
have a fashion team with two senior stylists, Deputy
Fashion Editor and interns.”
Speaking of interns; what does ELLE India look
for in an intern?
“The general interest in the magazine, a keen eye
for fashion, art, or anything that is creative.
Someone who is open to new ideas.
Basically, doesn’t mind slogging it out.
And of course, personal style does count.”
ELLE is in twenty-seven countries
and in 1996 ELLE India launched and has had an impact in
the fashion media.
“Since ELLE India is the oldest fashion
in India, for the last13 years, we have practically
grown with the
fashion industry. It has definitely served as a solid
platform for various young and aspiring designers,
photographers, makeup artists, top models.”
me her daily
task at ELLE India. Malini works out of Delhi so she is
constantly in touch with the ELLE office located in Mumbai.
“Replying to zillions of emails” Malini says.
“Approve fashion pages, delegate shoots, coming
up with fashion stories, scout new locations, and attend
any new store or brand launch.
Every ELLE attends New York, London,
Paris, and Milan fashion week.
“ELLE always attends the international fashion
week, though this year due to the economy downturn we
are slowing down a bit.”
Malini tells me that, “ELLE India and
ELLE US operates on the same foundations as laid down by
Hachette, our parent company in Paris. But, of course, the
content differs greatly since ELLE India believes in
focusing considerably on local content as well as
keeping its readers informed about the international
I recently interviewed Indian
designers Hemant and Nandita.
I asked Malini if there are any great Indian
designers to look out for.
Malini responds. “The
set of designers are definitely to look out for, in fact
2 of them are
participating in the Milan Fashion Week this season,
some in Atmosphere in
Paris and the rest have agents abroad.
Atsu Sekhose and Azara will be showing at
the Milan Fashion Week, Saviojon
Fernades at Rendevous, Amit Aggarwal at
Manish Arora and Shilpa Chavan(accessory designers) are
handled by Blow PR,
London. Varun Sardana is handled by MC2 Paris.”
Malini shares with me the fashion trends that are going
on in India.
“A lot is in sync
with the international fashion trends, since most of
India is warm throughout the year, barring the
northern region; AW is not very severe as the
West. The trends for the AW09 are Botanical, Quilting,
80's, and Goth.”
Malini cannot live without “a great pair of shoes!”
Malini gives her advice who wants to become a fashion
editor of a top fashion magazine. “You’ve got to
be passionate about fashion for starters.
A Fashion Editor's job just doesn’t end with
sitting on the front row and watching shows.
A Fashion Editor
has to identify trends, incorporate them for their
readers in the magazine and bridge the gap between the
ramp and its readers.”