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Bal Chohan: The Beatific Commerce of Fashion and Beauty ■ Sunetra Senior delightful and devoted individual, and contributor to well-noted fashion magazines such as Asiana and Asian Woman, style guru Bal Chohan created her image consultancy business My Signature Style in 2009. Located in the urbane Mayfair district, chalking up many a satisfied customer and preparing to expand into India, we see all the outer markings of a robust and thriving company, but what is behind it all- the soul so to speak? As Bal talked about approaches to styling, her career path, and the plans quite literally in store for the future, she unraveled for us the fabric of benign imagination supporting her dazzling corporate image. Advising clients about their style and recommending the respective garments is just one half of the business. The stylist gently explained “it’s not all about the clothes, you need to be true to yourself and let your clothes express your personality.. That first hour of consultation is key as it allows you to truly getting to know the person. For instance, I have a client who prefers a classic style which for her is very traditional. They like to match everything with their outfit including their jewellery, bag and shoes and that’s absolutely fine. This defines who they are and what they like, so we modernize it and bring that out. I believe that the clothes become part of you, so that you see the person, not the dress first”. So, fashion accessories are really festoons where personality is integral. The line between business consultant and emotional counsellor is a fine silky one “It’s about confidence. When we look good, we stand tall and speak confidently. This affects everyone, regardless of who you are, for example, a corporate person walking into a sales pitch, whether they are male or female, will be more confident if they know they look good as it builds an armour around you. You become aware of yourself and can come across more approachable. Style is a lasting effect and your wardrobe should reflect your lifestyle. A good stylist will ensure you have the right clothes in your wardrobe which should pro-
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Asian Voice & Gujarat Samachar - 2013
vide you with convenience so that you are able to put together outfits easily and this is regardless of your budget. I sometimes see actresses on the red carpet who are clearly uncomfortable. They’re not smiling naturally and perhaps fidgeting because the outfit is not really them.” Bal favourite look is the “minimalist” and which uses “simple” lines, examples of which can be seen on the late Carolyn Bessette Kennedy or Sonam Kapoor, she announced 'I love the understated look.' Bal’s ambition is “for the British Asian Woman to be known as effortlessely chic similar to their French counterparts.” The focus on inner sparkle is not just a product of professional speculation; Bal draws a lot from personal experience. She loved experimenting with clothes from a young age, but coming from a traditional Asian background was initially discouraged: “Beauty wasn’t important. You were recognised for brains, but feeling good means having both. Having commercial skills alone, I always felt incomplete. When you’re well-dressed you automatically feel better. Loosing someone very close shook me into action, as I didn’t want anyone to go through what we as a family went through, I wanted to help build people’s confidence. I just started exploring courses,styling etc and My Signature Style followed. My family dismissed the endeavor at first but when they saw the positive effect it had on people they started to encourage me...” Here, Bal passionately interjected a succinct motto for Asian women in the arts; “perseverance!”- Fittingly, a fervent affirmation of the self. Now with the completion of education from the London College of Fashion and with Topstylista, and make up by ITV celebrity make up artist Sue Sian, alongside her training in commerce- MBA from Aston Business School- the analytical and artistic aspects of her trade bolster each other in a beneficial way, sharpening attention to the finer details that help materialize that psychological link with attire “I always look at the client’s body-shape, colour, facial contouring and their personality. I work with a variety of designers, to