Stylist and creative consultant Juhi Taneja has been a part of the Indian fashion industry for five years now. A cursory look at her projects reveals her work to be fresh and forward-looking. Colours, silhouettes, prints and backgrounds emerge boldly and traditional fabrics and garments appeal to the modern gaze. Her creative direction brings more into focus than just the body, form and fashion. It is not a vanity project aimed to please aesthetically but art that evokes responses to a complete story created by careful selection of objects and subjects, animate and inanimate.
There is no repetition in her work but a distinct element of her vision unites all projects. Her niche is thorough research, drawing back to what inspires her and making it evident in the fabrics of the present. She draws inspiration from all visual creative mediums. A deep appreciation of culture meets craftsmanship in her process. In her own words, the work of photographers Bikramjit Bose and Jamie Hawkesworth is telling of what aligns with her view of styling.
The intimate and personal is captured in a way which is timelessly relevant. She is always receptive to inspiration and even uses the dreaded creative-block as a springboard to dive into new pursuits. Back-to-back projects instead of depleting her creative energy, fuel it due to uninterrupted contact with creative people and problems. It is evident that her creative ideas are not a reservoir which is spent with every problem solved but an organic learning entity that grows with every challenge. At the other end there are long periods of stasis and rest for her where ideas simmer, take their time and emerge close to fruition. She spends these days of preparation browsing through old magazines and waits patiently for the spark of motivation.
Mithyaa, by Torani,
Concept and Direction, Karan Torani.
Photography, Vansh Virmani.
In frame Seema Anand, Sobia Ameen,
Chaandni Raatein, by Torani,
Concept and Direction, Karan Torani.
Photography, Vansh Virmani.
Featuring Tanya Maniktala
In the coming year she looks forward to honing her craft to an even finer pitch of nuance and storytelling. Most recent work on her Instagram displays her creative flamboyance in draping traditional sarees- the pallu, a billowing hood encasing the model’s head. And she wants to explore draping techniques even further. Since her styling is rooted in culture and tradition she plans to undertake travel in all parts of India. An exciting venture for her and the Indian fashion industry since the timelessness of handloom is a perpetually invigorating force for the industry; especially when shot in the actual locations. She wishes she gets to style a music video among other advertising projects. An imprint on these long formats will better showcase the holistic vision she carries.
Juhi Taneja is one to watch out for!
Credits in order of appearance:
For Petticoat Lane
Photographed by Vansh Virmani
Featuring: Vanshika Singh, Shweta Teotia Hmu: Banny Choudhary, Aamir Khan
Styling team: Ben Jamir.
For Mrunalini Rao
Photographed by Vansh Virmani
Featuring: Deveney Dweltz Hmu: Banny Choudhary, Sailo
Styling team: Ben Jamir, Kanika Singh
Mishru
Photographed by Vansh Virmani
Featuring: Mahieka Sharma
Hmu: Itika Chugh, Sailo Assistant stylist: Ben Jamir
Mimamsaa
Photographed by Vansh Virmani Featuring: Vibha Mehta, Maumita Hmu: Banny Choudhary,Aakash Shrestha Styling team: Ben Jamir, Kanika Singh
