FASHION
Of Chics with no Spencer, Marks & Lauren
by Vishal Verma

Banner: UTV Motion Pictures with Bhandarkar Entertainment
Genre: Social
Producers: Madhur Bhandarkar, Deven Khote, Ronnie Screwvala & Zarina Mehta
Director: Madhur Bhandarkar
Target Audience: Metros
Star Cast: Mugdha Godse (debut), Priyanka Chopra, Kangna Ranaut, Arbaaz Khan, Abhijit Sarin, Harsh Chhaya, Arjan Bajwa, Sameer Soni, Kitu Gidwani, Ashwin Mushran, & Chitrashi Rawat with Kjoh & Madhur as themselves.  
Art: Nitin Desai
Editor: Devendra Murdeshwar
Screenplay: Madhur Bhandarkar, Anuradha Tiwari, Ajay Monga & daily news papers snippets. 
D.O.P. : Mahesh Limaye
Music Director: Salim Merchant, & Sulaiman Merchant.
Dialogue: Niranjan Iyengar
Publicity Designs: Marching Ants
Media: Spice

Technical Analysis
Madhur, the winner of 3 national awards and life member of International film and Television Research Centre of Asian Academy of Film & Television,Noida once said in an interview, ‘My movies are not exposes, maybe they just hold up a mirror to society. My movies are not judgmental; I just show what happens in our society, sometimes there could be a solution and sometimes there may be none. Life goes on."

Sadly, ‘Fashion’ doesn’t fall in any category. It’s neither a documentary, noir, nor a feature.
To know the reasons read further.

The much fashionably promoted as the next from the ‘realistic’ maker though scores high on the production values, performances, cinematography & tech front but is considerably lower on script smarts.
Actually, there is hardly any script as the writers only restructure a couple of incidents in the fashion industry that made headlines like the wardrobe malfunction and the Delhi model story who later turned into a junkie, twined with a banal premise of a small town girl making it big in the glamour world.

This should inspire some ‘kua ka mendak’ types who are undemanding, but the flick looks unlikely to generate as much heat as the other heavy-hitter during this Diwali frame.

Though the movie comes loaded with fashion insides which many of us know like ad agency & fashion mag honchos calling the shots, wild lifestyles, gay designers, and backstage dramas, casting angels, wardrobe malfunction, casting couch but there's hardly any crossover or local potential beyond some coffee hours for select metros audience.

Madhur’s striking entry as a thinking helmer with his stark, realistic and naked 2001 hit ‘ Chandini Bar’ which did considerable exposure, still remains ( and I am beginning to wonder will) remain his best work.

unfortunately his other attempts though intriguing have failed to make a lasting mark as ‘Chandini Bar’ or ‘Satta’ ( to a certain extant did).

However, ‘Fashion’ is Madhur’s weakest & is a cause of concern for the erstwhile smart helmer. The quality control of UTV as producers who have shown remarkable improvement and developed as a brand which promotes mainstream as well as quality cinema, will have nothing much to talk about this experiment at the B.O.

With its familiar characters, ‘Fashion’ plays somewhere between a docu and a feature with a thin story, which becomes irksomely tedious in the second half & makes the 1998 teleseries ‘ Gia’ starring Angelina Jolie look like high literature.

Musical numbers, like the title ‘Jalwa’ appear to be half baked as the flick even the number which starts during the credits also ends up without any explanation.

The Story
‘Fashion’ tells the story of a small-town girl with a dream and the determination to make it a reality. Meghna (Priyanka Chopra – outstanding, her best.). is ambitious, she wants to attain the status of a supermodel. She realizes her dreams and rises to walk the ramps for leading designers across India.

But Meghna has to pay the price for her fame and her journey to the top. Her career starts sliding downwards. In this journey of Meghna, she encounters a number of people. Most importantly, Shonali (energetic, on ramp the lass is sheer electricity). Janet (remarkable confidence.). Also, Abhijit Sareen ( Arbaaz Khan, so,so) a tycoon who controls the fashion industry.

Flashy outfits, Kangana’s electric ramp walking, Priyanka’s signs of attitudes are the best part in the picture; thereafter, the inspirations goes downhill. Almost entirely set on the indoors of the editors off. House, backstage of fashion shows, with less outdoor available, the flick gets into the danger of turning into a documentary and when the helmer realizes it he tries to add variety and drama to the settings and situations but sadly they are very little & hardly provide any real drama or tension.

Promotion
Madhur has made himself popular in media and maintains a healthy relationship with them. The movie has successfully kept the buzz alive in and out. Spice had nothing much to do as the helmer himself is a media favourite.

Business Analysis
The movie has curiosity value but the outcome is not inspiring enough. The movie is like a bikini worn by a beautiful woman, which shows everything but doesn’t reveal the vital parts. ‘Chandini Bar’ was real and naked in that matter.

By taking all the above factors into account, ‘Fashion’ is not likely to be a statement at the B.O. even though some may try it for once.            

The movie has taken around 50% opening & that is good considering the trend and the dent in the market but it is going to further fade out and decline