Vogue India Digital Cover

Art Director: Snigdha Kulkarni
Photographer: Shane McCauley
Fashion Stylist: Ria Kamat

Heidi: How did you art direct from Bombay?
Snigdha: The unexpected covid lockdown initiated art direction and shoots across borders. With remote shoots becoming the norm, team Vogue India could reach out to creatives across the globe and collaborate with them even more easily. I had the pleasure of remotely art directing the very exciting January 2021 Janina Gavankar digital cover in California; while pulling an all-nighter here in Bombay. It was my first cover experience, definitely a memorable one.
We started off with ample planning and prior discussions over several calls. The actual shoot was all done on one long zoom video call, while we coordinated with the on-ground team in LA. Shane McCauley, our very talented photographer was our eyes and ears. Four steaming cups of coffee, twelve look changes and about seven hours later when I almost caught the sunrise in Bombay we called it a wrap!

How did the concept come about?
For our January issue we were looking at a fresh start, a new beginning away from the initial chaos of the pandemic. Our theme was a ‘2021 vision board’ – all things we expected from this new year. We aspired to be outdoors, carefree, happy and joyous. Thus the fashion was kept minimal, the hair was wispy and natural, the make up balmy and bare. I visualised it to be a reflection of 2020, a year we slowed down and connected with nature.

Why California?
Our direction for the shoot was very clear and I could instantly picture it – organic and raw under the California sun. Los Angeles as it is surrounded by mountains made for a stunning backdrop and the most beautiful natural scenery.

How long have you been at Vogue and what are your duties?
It has been over 3 years at Vogue, in my time here my duties have vastly expanded. As a designer I have always been keen to broaden my boundaries. From editorial design, art directing shoots, working on brand design, digital events and commissioning artworks I have also delved into some illustrations for the magazine. I frequently write online articles for our Vogue.in website (with a little push from my editor Priya Tanna) which has helped me hone my communication skills – something I will always be thankful for.

How much digital work are you doing?
Amongst many, one of the largest digital assets I enjoyed working on has been our first digital event, the Vogue Beauty Festival. Spearheading the design language and supervising multiple design teams for two consecutive years now has been a thrilling experience. The design language extends onto the event website, social media promotions, event design, marketing and PR plans, etc. as I design and look into the details.