Pretika Menon has worked in fashion and fine art for the last 12 years as a photographer, creative director and filmmaker. Inspired by cinema, street life, music and childhood stories, Pretika’s works capture the dramatic in the everyday for her characters. Her work encompasses her fine-art painterly aesthetics in mise-en-scène with undertones of dark humor. Her visuals tell stories that intrinsically weave boldness and the surreal into the
fabric of cultural identity.
She has worked with international names like Apple, Nike, Gucci & Vogue Italia, as well as Indian brands with unique vision like Gundi Studios, Aroka, Kanika Goyal, Fae Beauty, Shop 32nd and commercial brands like Fastrack, Myntra, Amazon, Zivame, Tailor & Circus, Max Fashion, Titan, Tommy Hilfiger.
She has been featured in Proud South, a global index by Dutch trend forecaster Lidewij Edelkoort on trends in fashion and culture in the Southern Hemisphere, as well as Kidz Paris 2022, KIDZ is an art book that aims to showcase 50 young creatives across the globe, curated and art directed by Raphaëlle Bellanger and Anna Gardère.
She has been published multiple times on Vogue Italia, as well as been chosen in Condenast’s talent hunt in Mumbai in 2019. She has been featured and published in major fashion publications like iD and Fucking Young, Vogue India, Harpers Bazaar India, Verve, Grazia India, Platform, Say Zine, & Home Grown to name a few.
Starting her journey at the Light & Life Academy in Ooty in 2009, Pretika moved on to spend multiple years in Madras, Bangalore and Bombay, finally settling in Goa for the last 3 years. Each city has given her space to evolve and find herself in her art.