Ahmedabad-based model Vedika Vyas on the Magnificent Mile in Chicago downtown sporting one of my scarves.
What began as digital brush strokes on my PC a couple of years ago is now a potential line of silk scarves soon to be marketed worldwide. The idea that my digital artworks could lend themselves well to merchandizing always seemed practical to me and now it is there for the world to see. However, it is not enough to just create a line of wearables if there is no one to wear it. In the young and charming Ahmedabad-based model Vedika Vyas, who happens to be my childhood friend Himanshu Vyas’s daughter, I found a perfect fit.
Vedika, who is currently building up a portfolio for an eventual shot in fashion capitals of the world in Paris, Milan, London and New York, was passing through Chicago en route to Los Angeles. She and I visited downtown yesterday for a quick walk through the Millennium Park and the Magnificent Mile with a couple of my scarves. The light was gorgeous and Vedika was generous. I took a few shots with my camera phone to see how the scarves look on her. The results are for you to see. I think they work because Vedika makes it work. And yes, the scarf is also not half bad.
I am inching towards a possible global merchandizing once I find the right fit. Early test marketing among a diverse group of women has been rather overwhelming with everyone of them wanting the scarves right there. Unfortunately, these are just samples and once I am convinced about its financial viability I plan to begin production out of Ahmedabad. Details such as pricing have not been decided. In terms of naming the line, it will be most likely msquerade.
Incidentally, my digital artworks lend themselves to any surface and I plan to do several other products if the scarves line succeeds. If it does not, well the I will just continue to paint on my computer for my own edification.