DATE:- 1/12/2021

FASHION INDUSTRIAL REPORT

Submitted by: Submitted to:-

VANI AGARWAL VIKAS GODHA SIR

1877044 Mentor
B.des 2018-22
7th Semester
 ACKNOWLEDGEMENT

Making of an internship report requires an experience in respective industry which is

your interest field, collection of that information and a skill to present the learning. I
would like to show my immense gratitude towards Mr. Vikas Godha Sir for his constant
guidance and support. I would like to thank my institute “Footwear Design And
Development Institute” for providing us a platform where we can explore and learn so
much. I would like to thank my parents for being so supportive and understanding, so I
can follow my passion.

Lastly, I would like to thank the creative agency where I did my 2 month internship, for
giving me an opportunity to learn and experience how the industry runs, which helped
me enhance my skills and knowledge.

VANI AGARWAL
31th October 2021

To Whom It May Concern

This is to certify that Ms. Vani Agarwal did an internship at Moksha Creative Services from 6th
September 2021 to 31st November 2021.

Moksha Creative is the largest Creative Outsourcing Company with state of the art technology and
over 200 talents. We are currently working with over 400 e-commerce companies and independent
brands like Myntra,Jabong, Snapdeal, Amazon, UCB, etc.

Ms Vani was a part of the Styling Team and has handled all the Clients. During her tenure with us,
it was observed that she was extremely organized and enthusiastic about the work. She is detail
oriented and is able to handle complex projects flawlessly. Ms Vani has performed all the tasks in a
timely manner and with the highest degree of professionalism. She is a fantastic team player and
maintains a good relationship with her fellow employees.

We wish her all the best in her future endeavors.

Regards

Megha Gupta

Human Resource

CONTENT
SR.NO TITLE
1 Abstract

2 Introduction

3 Scope

4 Objectives

5 Methodology

6 Conclusion
 ABSTRACT

In our 7th semester we have to do a 2 month of internship in the months of September

and October. We students were supposed to do the training as per their future goal,
i.e. Fashion merchandising, designing, styling or content writing etc.

I did my 2 month internship in fashion styling with a creative agency “MOKSHA”. It is a

repetitive agency which does E-commerce shoots for brands like, Levis, Myntra, Royal
Enfield, Raulph Lauren etc. fortunately got the opportunity through resume and
portfolio selection round. I conducted there shoot first as an assistant and then as the
stylist. The shoot had a team of the model, photographer, make-up artist, stylist and a
help boy. We used to get the brand’s guideline in the starting of the shoot and the
whole shoot of styling and what shots to be taken were based keeping the guidelines in
mind.
 INTRODUCTION

Creative Agency- MOKSHA

Location- ChampaGali, Saket, New Delhi

Studio Manager- Mr. Sandeep Arora

Human Resource- Miss Megha Gupta

Contact- 09899943919

AND SOME NUMBERS

200 +800
In-House Talent Happy Clients

40,000 2
SQF of Studios Million photos/videos every year

Bringing your creative in-house can be a tremendous investment and cost-saver. But
most businesses lack the organizational infrastructure needed to properly support and
use an internal creative team, and almost all lack the experience and understanding
needed to facilitate such a transition.
Moksha is one of the best creative agency which deals with E-commerce shoots,
advertisements, digital marketing etc. It has two studios one in New Delhi and one in
Bengaluru.I did my internship in the New Delhi branch which runs shoots of premium
brands like Nykaa Fashion, Allen Solly, Myntra brands, Addidas, W women, royal
Enfield etc.
Currently they are running 6-7 studios in their building 2 studios on the 3 rd floor and 5-6
studios in the basement. The catalogue shoots and product shoots both are done in
this agency. It has one prop inventory in the basement where stylists get there props
before the shoot starts. The inventory contains clothes,bags, shoes, sandals for
summer to winter shoots, accessorie, those are from ethnic jewellery to western to
active wear. There is a make-up studio first where the models get ready for the shoot.
Though the span of their services is broad, they understand that your project is entirely
unique.
When you work with Moksha, they start by understanding what the brand is all about.
Then assist to build the product and brand in a way that will help customers connect
with it.

PRODUCTION
They manage all aspect of a production from development to physical production to
post-production. They have all the latest equipment and some of the most talented
people to operate it.

Producers handle each element of the shoot: scheduling, location scouting, casting,
set design, equipment, crew, budget, and much more.

E-Commerce content

Social Media content

Commercials

New media (AR/VR)

Corporate content

Audio Production
DIGITAL

Moksha designs and develops a full span of digital assets through visually enhanced,
intuitive and data-driven websites, apps and online campaigns that promotes
engagement.

Digital Marketing Strategy

Responsive Web Design & Development

Web & Mobile Apps

Paid Search & Social Media Marketing

SOCIAL MEDIA

They help brands at each stage of their social media journey, and continually aim to
exceed expectations and amplify brands to their full potential.
Each channel is developed to act as an extension of the brand through result-driven
services around social strategy, content production, community management, paid
social advertising, influencer marketing, & more.
Social Media Strategy
Facebook Posts
Instagram Posts
Audience Engagement
Influencer campaigns
Performance Marketing
LinkedIn Marketing
BRANDING

Our business branding services help companies last a lifetime.We begin by identifying
who the audience is and developing brand visuals and bold narratives that will appeal
directly to that audience.We make your brand stand out of the crowd by pairing your
brand with exceptional marketing best practicesSo, need a brand lift?
Brand Dna
Positioning
Brand Guidelines
Collateral & Sales materials
Logo & Design
 SCOPE
Being a fashion student, where I am still exploring my interest and field of work. I got a
great opportunity and scope working with the team of Moksha. I always had a keen
interest in styling as it is an interesting job where you can style a person with
fashionable clothes, keeping in mind a good knowledge about color scheme, body
type, which accessory goes with what clothes etc.

Working in moksha helped me get a great exposure as :-

1. Helped me learn e-commerce styling

2. Learned e-commerce Myntra video shoots styling

3. Made me learn about various brands, there products and there market

4. Learned styling guidelines of various brands.

5. Gained contacts of professionals related to my field of work

6. Helped to know how to reach my goal in working as a stylist in future.

7. Got a scope to work as a freelancer for other production houses as well.

8. Working under actual deadlines and target count helped me work faster with
professionalism.

I worked with premium brands, so I got to know what the brand wants, what type of
products they do sell and what target audience the are trying to make an impact on.

I used to get guidelines of the brand which was to be shoot in the starting of the shift,
which helped me a lot to know how actually styling works in E-commerce. For
example:- In winter wear it is necessary to give closed footwear only. Some brands
wanted high fashion catalogue shoot and the other brand wanted more of a minimal
styling.

As we got a target of doing 80-100 garments shoot in a shift of 9:00AM to 6:00PM so

working in a time pressure with proper styling, professionalism and with patience, gave
me an idea of how actually the industry works, one has to be active and quick with
ideas and decision making. Balancing your creative ideas with proper guidelines of
styling and photo shoots.

My main goal is to work as a stylist for MYNTRA after college and working in moksha
was a step towards my dream as moksha shoots majorly for myntra brands so working
for brands like Allen Solly, AND, Athena, Aawari, ADA, ADIDAS, Berrylush, Beebay,
Biba, Dressberry, Disney, ELLE, FabAlley, Fabindia, GAP, H&M, HRX by Hritish
Roshan,Levis, Lakshita, max, mango, Miss & Chief, ONLY, Reebok, Nindra etc gave
me a wide scale of how to do the styling for different brands. From high styling to
minimal styling, it gave me a great exposure to know the brands and work accordingly.

As a shoot team has a photographer, makeup artist, model and a stylist so I got a lot of
scope to meet new people as in every other shoot, there were new artists working as
freelancers for the shoots. There I got to know about other production houses, there
styling teams, out-door shoots which are happening. I contacted other agencies like
clicker studio, ODN, soul production and many more.

I got the scope of working as a Stylist freelancer in another production house named
SOUL PRODUCTION, where I styled for AJIO brand. It was for two days. The time
shift was from 9:00AM to 6:00PM.I had to do styling for female garments which
included both ethnic and western attires.

The experience as a freelancer was like a new chapter to learn as I meet new people
worked with their team and made great contacts. It made me learn how to
communicate with new people maintaining friendly yet professional relations with
people.

Following are some images of my work which I did for that production house.
OBJECTIVES
I believe that being a fashion student right now gives me an opportunity to explore my
work of field that interests me and makes me excel in my work. I always had a keen
interest in styling and always wanted to work as a stylist for a production house, TV
serials .Ads, designer campaigns and for myntra. So when we got the opportunity for
doing a 2 month internship in our interest of field the objectives I had in my mind are as
follows.

1. To explore various work of field related to fashion.

2. To learn E-commerce Styling.

3. To be part of video shoots.

4. To be a step closer to my dream of working in Myntra

5. To communicate more with people of my work field.

6. To learn how the industry actually works.

7. To get more career opportunity as a freelancer.

8. To make contacts as I want to work in design campaigns and as a Bollywood stylist.

To explore various work of field related to fashion

My main objective was to explore my work of field in fashion. I like both designing as
well as styling and I was confused what to pursue after my college. I have done an
internship in designing earlier and then I wanted to work with a styling team. Therefore
I applied for various production houses some worked for ads, some worked for
catalogue shoots and some did designer campaigns. I fortunately got selected in
Moksha which do E-commerce catalogue shoots and is one of the leading creative
agency. Working there as a stylist helped me clear my vision for what I really wanted to
do.

To learn E-commerce Styling

I have done college projects of styling, but those were my own ideas and work. I
wanted to learn e-commerce styling. As I have a dream to work in Myntra as a stylist
and then further want to be a celebrity stylists. Working in this agency helped me pop a
bubble I was living in, as I learned that there is a certain guideline according to which
very brand want their garment to be showcased.

To be part of video shoots

This agency also does video shoots for myntra so I was also a part of them. I learned
how the video shoots of garments are done. The brand gives a proper guideline that
what shots are to be captured in the video shoot. If there is a jacket for example there
should be a hoddie wearing shot, zipper shot, walking shot and pocket shot, while
capturing all the details of that jacket. The styling in video shot varies from brand t
brand but mainly is quite minimal.

To be a step closer to my dream of working in Myntra

I always wanted to work as a stylist in Myntra which is an online shopping brand having
more the 1000s of brands showcasing their products. Moksha works majorly for myntra
brands so knowing those brands there guidelines, what shots to be taken helped me a
lot in learning about it.

To communicate more with people of my work field

Being new to the field, I really wanted to communicate with people who are form my
work of interest so as to gain knowledge as how the industry works, whom to keep a
contact with and learn their years of experience and mistakes and work accordingly. In
this internship I met a lot of people be it stylist to make-up artists to photographers and
got a pretty link whom I can refer to in my future context. By communicating with them I
also got other career opportunities as well.

To learn how the industry actually works

There is a lot difference in learning things in college and actually doing it practically in
the industry. I got to learn a lot about how the industry actually works. From learning
what a brand wants, how it wants and why it wants to styling according to their needs.
Also in a given time period with this of the agency with a target of 80-100 garments in a
day, helped me a lot to be faster yet creative.

To get more career opportunity as a freelancer

One of my objectives was to make contacts so I could get opportunities of working with
other agencies and people as well. And I got to do work as a freelancer for another
production house name, SOUL PRODUCTION, where I styled for AJIO brand which is
another online shopping site showcasing products. It really helped me grow both
career wise as well as personally as I am an introvert so meeting someone for the first
time and communicating and working with them was a task which I did.
 METHODOLOGY
E-commerce styling has some pointers which I learned during my experience of this
training, that it should be about the brand, what they want and how they want to
showcase their garments, in which as a stylist you add your twist to make it look more
attractive.

The agency or the production house first hires the model for the next day shoot. They
contact the model agencies; ask for the availability of thw model and where she/ he will
set fit for the following shoot. For example:- for active wear like for the shoot of Adidas
or Reebok, the brand would like a athlete model. For collective or formal shoot, a
model with a fixed measurement and height. Then the production hose send the
portfolio of the model to the brand, and fix the model.

Then the manager fixes which stylist, photographer and mua is avaialable,and creates
a team for the next day shoot. Then send a prior message to al which mentions the
time-shift, studio no, shooting team member’s name and the target garments to be
shot. Like the following list.
On the shoot day, first the make-up artist does the model’s hair and make-up according
to brand’s guideline. Meanwhile, the photographer set the lighting and back drop
according to the brand requirement.

The make-up artist sends the photo of the hair and make-up done to the brand
manager for the approval, and the photographer sends the lighting photo. After their
approval the shoot is started. If there is any error in lighting or make-up then it is fixed
and again approval is asked till the time it is not finalized from the brand.

The stylist meanwhile studies the brand, their guideline and gets ready with all the
props which will be required for the shoot, from footwear to accessories (ethnic or
western, accordingly). The stylist sees the garments send by the brand the accordingly
does the pairing that what bottom and top will be shot with whom. And uses garments
as props from the inventory of the production house. For quick and smooth shoot, it is
best if the stylist makes pairing of clothes before the shoot starts. It is recommended to
shoot 5-8 tops on one bottom only as there is always a target of 80-100 garments to be
shot in a day.

The stylist during the shoot does his/her job according to the brands guidelines. For
example:- Closed footwear to be used only in winter wear shoot. Styling should be
formal, casual or sporty, high fashion styling or quite minimal styling. Sunglasses to be
used or bags to be used etc.

There is a quality check team which keeps on monitoring the shots which are taken.
They keep on checking if the garment is falling properly, it should not to too tighter too
loose; there should be no wrinkles on the garment. Whether the model is posing
accordingly, the light and make-up is proper or not. The styling is according to the
brand or not. If there are any rejections then the garment is send for ironing and is re-
shoot at the end of the targeted garments, till the time it is satisfying.

Then those images are send to the brand after doing any needed correction on
Photoshop software.

The whole team works together cooperatively in a way to complete the shoot in time
with completing the target garment numbers, otherwise there is an extension in shoot
till the target is not completed, or the stylist has to report to the manger with an invoice
sheet including the reason of the delay or not completion of the target number.

Here are some pictures of the shoot which I was a part of as a stylist.
 CONCLUSION
To conclude, this 2 month of internship was a great experience where I exceled in my
skill as a stylist. Working for the creative agency made me learn time management; I
learned how to work with professionalism with day to day deadline and a target to
complete. I learned about various brands, how they want to showcase their products
and who their target audiences are. This helped me learn about the reality of the
current fashion industry and how it is run. Earlier I had a confusion about pursuing
designing or styling, but after this internship I got my vision that what do I want to do
next. E-commerce styling really helped me understand, what the real audience is
wanting in fashion and how they want it, as e-commerce styling has to be fashionable
styling yet realistic. The other thing I learned was to communicate with new people as
everyday there were new freelancers working as photographers, stylist or as make-up
artist, so working and cooperating with them in a team to achieve the target shoot was
a great task yet an amazing experience which made me uplift my skills in career as
well as personally. In the bottom of the page, I would say that it was an experience of
highs which boosted my confidence and work, lows which made me learn from my
flaws.