reboot, editorial, beach, minimal, natural, free flowing, moody, fashion editorial, rhea gupte, the girl from FUSS
reboot, editorial, beach, minimal, natural, free flowing, moody, fashion editorial, rhea gupte, the girl from FUSS
reboot, editorial, beach, minimal, natural, free flowing, moody, fashion editorial, rhea gupte, the girl from FUSS
beach, boat, nature, goa
reboot, editorial, beach, minimal, natural, free flowing, moody, fashion editorial, rhea gupte, the girl from FUSS
Processed with VSCOcam with a5 preset
reboot, editorial, beach, minimal, natural, free flowing, moody, fashion editorial, rhea gupte, the girl from FUSS

Project Brief

Test Shoot

Client

Personal Project

Credits

Photography by Dolly Haorambam Modelling by Rhea Gupte

Styling Credits

REBOOT by ANUJ BHUTANI

Control is a silly thing. It affects humans in ways they ironically have little control over. I may not call myself a self professed control freak, but I very well know I tread a thin line towards Monica Gellar levels of insanity at times. Thankfully not for squeaky cleanliness or competitiveness, but the quality of being incharge is something of a requirement in life and work. Especially work. One of the reasons why everything I do needs to have a thought process, a mindfulness, a kind of clarity. Not sure if this gnawing level of attention to detail is visible at all to an onlooker, but in my little mind of all things contrived, it give me immense joy to tick off self-set standards of what the closest to perfection is to me. I say closest because no matter what the time of day or situation, there is always a way to learn, to do things better and to evaluate.

However, this kind of detailed, mind-numbing upheaval of emotion goes into all the content on FUSS; my carefully filtered grid on Instagram and as an extension to every channel I somehow manage to make my little presence felt. I’m not an over-sharer, a phone obsessed maniac or somebody who believes in virtual life being better than the real deal. No. However, I enjoy my social media channels. I treat them like little extensions of FUSS, platforms with cherishing communities with whom I share my work like this one, and over time, mediums I have grown immensely fond of due to the different kind of content I share on each. Everything I put up on my channels is a conscious thought, so are all the people, whom I follow, a conscious decision.

I “follow” a limited number of people, and by follow I like to mean, appreciate, gain inspiration from and admire the work of. My perfectly curated list of people has already been breached by Facebook with their sponsored content which no ad blocker can withhold after a point, Twitter with it’s pesky sponsored tweets, and then the last straw is drawn when in my formerly square grid of major talent, a little razor appears, an object that is undeniably irrelevant to me, mockingly animating itself frame by frame and to my horror announces itself with the tiniest little label on the right hand-side corner as ‘Sponsored.’ Et tu, Instagram?

Call me dogmatic, but I like to think of it as appreciating the little things and not having to deal with the unwanted. With the million websites at my service, it is easier for me to type in what I am looking for, rather than having it shoved down my throat on platforms which were once an escape and a safe house for ingenuity. It’s a bleak world out there. I hope the folks at Indie Web Camp and the like can swoop in for a rescue soon. A world without advertising is not a possibility and something I would never wish for, but I would like to have the option to choose my poison. Until then, I will patiently tap on ‘I don’t like this account’ with the personal translation being ‘Don’t show this to me. Ever. Again.’





Join the conversation

  1. I couldn’t agree with you more with the Instagram sponsored ads. They can be very irrelevant especially say if a person runs a fashion Instagram account and you show them ads about dog food…like wtf?!?! It has absolutely no relation with the content of what person is sharing! But thank you for sharing such insightful thoughts and your pictures look amazing as always