Although freedom has it challenges, stylist Nidhi Jacob has no regrets. After six dedicated years on the editorial teams of India’s top fashion publications – Grazia, Marie Claire and most recently ELLE – she ventured out on her own. Now in her second year of freelancing, Jacob is versed on the luxury of choice and joy in pursuing personal projects, such as co-writing an upcoming film ‘Mara’. She also lends perspective on social media and its effect on more traditional platforms.

The beginning:

I decided I wanted to work with magazines when I was about nine or ten years old, after being exposed to my mum’s Femina subscription. I finished junior college and won a full scholarship to study at Wigan & Leigh, Mumbai. Although I studied fashion design, I was sure about my career being headed towards styling. Straight after college, I left to Chennai where I taught design studies and illustration for a year. My next stop was Grazia, my first actual styling job. The best thing about working on shoots is that the final result is a collaborative effort; I’m a big team person. I get to tell stories and play a part in making visuals that some soul will love or hate. Most of all, I love the research involved in my work. The nerd in me won’t die.

Above: Grazia India |  Image: Errikos Andreou

“I have a simple work philosophy for myself – if it’s too complicated or aspirational, I’m not doing it right.”

Creative expression:

I have been thinking about this a lot recently. This is my second year in freelancing and I have contributed to different mediums, and now I value more personal work. When I was with a magazine, there was a strong directive and I had to work within that framework. I value the fact that I am able to express myself. I work with the designers I like, and I feel my work now is more me.

Above: Elle India |  Image: Abhay Singh

Freedom has its challenges:

The biggest challenge for me is discipline. It doesn’t have to be a 9 to 5 job but there are still deadlines to meet. It’s harder to do when you work from home. There is also a challenge in being disciplined about how you are being creative and what else you can do for yourself.

On the other hand, when you’re attached to a title, there’s always the pressure to talk up and promote your work. I am not a natural oversharer so I actually find the freelance pace far more comfortable. 

Above: Elle India | Image: Tibi Clenci

References:

Obscure zines, films on dysfunctional relationships, Lina Scheynius, James Blake, Stevie Dance, Nikhil D, north European fashion and decor blogs, Indian street style, trashy rap/hip hop.

Books: Anne of Green Gables, Nine Stories, House of Mirth, Summer Crossing, The Guernsey Literary, Potato Peel Pie Society and Outside In by Pablo Bartholomew.

Films: Kids, Badlands, Rosemary’s Baby, Amélie, Grey Gardens, Ghost World and Bridget Jones’s Diary. I’m definitely forgetting a few. 

Digital: Models.com  Oyster  Self Publish Be Happy  Instagram

 Above: Elle India | Image: Sushant Chhabria

“I don’t agree that contemporary fashion is less about clothes making and more about image making. It has always been about both the image and the clothes, for me personally. They are external layers you can wear or portray. Fashion itself is about both …

 Above: Elle India |  Image: Bikramjit Bose

… I think with social media now, to have a stronger voice, you need to build an image based on technique and craft. There is also more awareness about the ethics of the brand, which is rooted in the way the clothes are made but do add to the overall image of the brand.” 

 Above: Elle India | Image: Errikos Andreou

Exciting projects:

I have been working on a film called ‘Mara’ that I co-wrote and have been a part of the production,  costume included. It is my first film and it has been a major learning experience. It is still being edited and should be out next year.

Above: Marie Claire India | Image: Anushka Menon 

Media’s evolving role and young talent:

It’s not about competition. Having been there myself, I am not quick to judge my peers. However, the Indian fashion magazine is becoming redundant, and they need to challenge themselves and their readers visually and emotionally. With so much information on social media, the average reader is a lot more empowered than the average reader ten years ago and the magazines can’t afford to be complacent. But in the end, what stays with you is important and I believe commercial titles have the power and the platform to dig a little deeper.

Above: Marie Claire India | Image: Prabuddha Dasgupta 

Work history:

Independent stylist, 2016 – current

Fashion Editor, ELLE India, 2013 – 2016

Deputy Fashion Editor, Marie Claire India, 2011 – 2013

Assistant Fashion Editor, Grazia India, 2008 – 2010

Design & Illustration Teacher, Wigan & Leigh, 2006 – 2007