10 Symptoms you are an H&M-holic

Here’s a blanket statement, “I love H&M”. I love it not just because it’s quite a new thing in India, but because they have clothes that I can wear. These clothes also beautifully fit my budget but only at the beginning of the month of course. The pleasure of walking around the store aimlessly hoping to stumble upon my next favourite outfit is an experience I cherish. It’s not merely the necessity to cover yourself up with clothes, it’s the feeling of accomplishment you feel when you wear a piece of brand that seems to understand your needs. I am sure I am not the only one who feels this way so, here are my thoughts on what are the symptoms that you are a crazy obsessive H&M fan a.k.a. an H&M-holic.

1. You ‘hang out’ at H&M.

An H&M store is not just a place to buy clothes, it’s a place where you go to spend free time and hope that your window shopping doesn’t transcend into an impulsive shopping fiesta. Sometimes, instead of buying garments in bulk you buy one garment every week, just so that you can visit the store again and again.

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It’s only when I am in the changing room that I have the guts to wear a red jacket.

2. You don’t just know the full form of H&M, you know the history of H&M.

Hennes and Mauritz, is a Swedish clothing brand which ranks second in the world when it comes to fast fashion just after the company which runs Zara (Thanks wikipedia!!!). Hennes was founded by Erling Persson in 1947 and later in 1968 he also acquired a clothing retailer named Mauritz Wiforrs which led to the addition of male clothing into the collection, thus the modern day H&M was born. But this blog post is not about this trivia, it is about how I made time to look for this information.

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3. You have tried everything (well mostly) even if you did not buy anything.

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Last Christmas when we had that secret santa thing at work, my secret santa came to know of my H&M obsession and decided to get me an H&M sweatshirt. When she quite un-secretly handed me the H&M bag (like all late secret Santa’s do lol), she told me to check if it fits. I had a look at the sweatshirt and told her, “I have already tried it last week. It fits”.

4. #HM is a common hashtag in your instagram posts.

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I have been obsessively using the hashtags #HM and #HMIndia in all my Instagram posts where I am wearing H&M garments because I hope and pray to be featured on their official social media accounts. Sadly it hasn’t happened yet also because I am not really big on Instagram (yet); and I don’t think H&M India really features User Generated Content on their social media (yet), at least not in India.


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5. Somedays you wear all H&M and you don’t even realise it.

There have been days when I am randomly looking at the clothes I am wearing at that moments and go, “Whoa!!! All H&M” (except shoes and underwear). Then I tell my flattered self, “Honey, all your clothes are H&M, this is not some karma, it’s just a result of your impulsive buying”.

6. The H&M store is an easy maze for you.

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I visited the H&M store at Ion Mall in Singapore during Chinese New Year. I was a little confused about the sizes but I was pleasantly surprised at how well the clothes fitted me; even better than the Indian stock. Maybe it’s my Mongoloid roots.

H&M stores are not the most easily navigable, yet as a designated H&M-hoe you know where is what; yet you choose to look through everything that you don’t need on the way. Sometimes even at the risk of missing out on what you had actually planned on getting. Well don’t blame me, sometimes I feel everything in H&M has been created for me.

Few weeks ago H&M filed a law suit stating that they should not require to take permission from artists to use street art. Even though I love H&M products, this is one move by the company which I do not support.


Working with ROOHI

Roohi's wedding dress


11241443_674440632689773_4469581123466773615_oI had the most lovely experience shooting for this series. Cannot thank ROOHI aka Avantika enough for letting me shoot this series for her. It all started when I saw her page on Facebook around April this year and the fact that it was a social enterprise really intrigued me. I texted Paromita (my metaphorical step mother) and asked her if she knew this lady. She did. She introduced me to Avantika in May, before I traveled to Haflong and wallah . . . we had a few meetings, plannings and recces and we shot the whole series in June in Haflong. The Haflong rain constantly played hide and seek with us, but at the end of the day the weather was not all that bad to us. The result is in front of you. Thank you to Petrina for managing the whole series for me. She was the real driving energy of the whole project. Thank you to all the models who featured in it – Radhika, Nisha, Venissa. Also thank you to Fiona and Sania for doing the make up. Thanks to the people of Boldhura, Lodi and Digrik for letting us shoot in their localities. Special Thank you to Archana Langthasa for letting us shoot Petrina’s images at her home. And thank you all so much for the response. The response has been phenomenal. Believe me while uploading these pictures sitting in my room at Mumbai, I can feel the smell of Haflong’s fresh air, moist soil and its beauty with all its imperfections.


Avantika posed for me wearing her traditional Dimasa wedding attire at Digrik, Haflong. The most interesting fact about her wedding costume was that, the colors are so unique and never seen before on a Dimasa Bride’s clothes that it invited a lot of questioning and almost disapproving comments from some guests at her traditional wedding. This, I suppose is an example of how even the bride’s wish to wear a certain color on her own wedding maybe hijacked by norms of the society without any validation. This is my ultimate favorite not just because I think she looks gorgeous in the most unconventional fashion, but also because it questions the norms of the society. How can an attribute such as the color of wedding outfits become such an inevitable requisite of an institution such as marriage where actually understanding is the biggest necessity rather than the budget of the wedding or even the colors the bride and groom are to be wearing. I hope you like it too.