the making of 91

our sister brand, "91"

91 is an online exclusive store that gives you a front row seat to all the latest trends, cuts and colours. Our collections cater to all your moods, whether you're feeling retro, flirty, fun, classy, traditional 91 has it all. This project has been an year in the making and were so glad is finally out!

bts of the lookbook shoot

We kicked off the launch of 91 with the look book shoot, which involved having all hands on deck. We wanted each collection to have coordinating backdrops and props, so the team got to work. Creating the layout for sets, painting the 91 logo on anything and everything and even baking cakes.

After a long day of shooting five different collections and over 30 outfits, the content turned out better than we imagined. Explore the world of 91 now!

The creative shoot

Our next step to solidify the launch was of course doing a creative photo shoot. This process definitely took the longest as we wanted it to be perfect! We started by choosing a handful of outfits to shoot (this was the hardest decision we had to make) and then gathering inspiration. For this shoot we really watched to try something new, and test our styling abilities by juxtaposing traditional South Asian wear with lounge wear.

Day to night we ran around Yorkville doing quick changes and hair and makeup touch ups, while trying to get the perfect angles and find the best locations. From hotel rooms to cafes and even borrowing a vintage car we had a vision and we were getting it!

The making of 91 was a long, hectic, but rewarding process we'll never forget! It really pushed the team out of their comfort zone and explored the range of what we could create. We wanted to give a huge shout out to all the talented all women team who were part of this journey, without you 91 would not exist.

Special Thanks to:

Photography: VIpoositha Gnanenthra

Creative Director: Mani Jassal

Muse: Simran Dosanjh

Assistant Art Director: Maya Johal

Hair: Sonia Singh

Makeup: Yasmine Lashkari