Doing the Unthinkable

pemCommitting a total no-no, Elle India's editor Aishwarya Subramanyam got the magazine's former stars who now work at rival magazines like Vogue, Harper's Bazaar, and Grazia together for a heartwarming spread to celebrate Elle's 20 years. Here's how she did it, in her own words./em/p pWeandrsquo;re a cynical, crotchety bunch, us fashion people. We thrive on competition, constantly trying to outdo one another, we rejoice in the petty triumphs that no one else notices or cares about, we bemoan the sweeping winds of change that blow off our editorial hats and mess up our hair. Iandrsquo;ve often been accused of being cold, hard and dead inside, and to be fair, itandrsquo;s an accurate assessment./p pThis month, Elle magazine, of which I am currently the surly editor, celebrates 20 years in India. Itandrsquo;s a seminal anniversary for the countryandrsquo;s first fashion magazine, which was launched in a fledgling industry and became the bedrock upon which fashion careers were built. This means that the people who have worked longest in fashion have worked with Elle. It also means that we have all worked with each other at one point or another, forming friendships and affections that are as real as our rivalries; we adore, admire, envy, respect and resent one another, all at once. Itandrsquo;s sort of the fashion magazine version of Elena Ferrante./p pSo, we thought, what if we ran with just one four-letter feeling? To mark our 20th year, we decided to make a story that would bring together all these enormous talents, these stars who found their calling and themselves, over the last 20 years, through the pages of this magazine. The people who loved Elle longest, and loved it best./p pThe response was overwhelming. Everyone we asked said yes immediately. Editors from Vogue, Harperandrsquo;s Bazaar and Grazia came to our office for the shoot, to remember and recognise that they made Elle andndash; and Elle made them. They shared stories of lessons they learnt, rules they broke, fights they had, laughs and tears and fun. It was really something, and Iandrsquo;ll never forget it./p pTomorrow we get back to business, but for now, frozen in these pages, we all become what we always have been: family. Which is to say we are dysfunctional frenemies, but remain united in our disdain for that one person we wonandrsquo;t name. For now, you can sit with us./p pItandrsquo;s enough to melt the coldest, hardest, deadest heart (mine)./p

from Luxpresso http://www.luxpresso.com/photogallery-style/how-elle-indias-editor-brought-fashion-together/16120708
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