Screen Tests: meet Neelam Ahooja, The Row Superfan and Collector
"Anyone who says The Row is boring doesn't know how to style The Row."
I came across
, as so many would have had before, when doing research about The Row. The Row is so reticently sophisticated; the brand has famously have confiscated phone photos at their shows and they items are so highly coveted yet not so um, well, attainable — the prices speak for themselves.And here was a very intelligent, sophisticated, articulate woman — the ideal Row customer — who was lifting the veil, so to speak, discussing The Row’s products and lines in such minutiae detail that could not be found anywhere else. I, and I’m sure many of you, was captivated.
(So many brands have an ideal customer in mind and let me tell you, more times than not the reality does not mean the PowerPoint/Google Slide deck. With Neelam and The Row, it hits.*)
*Caveat: though Neelam is very strongly associated with The Row; she does wear other designers!
We connected a few months ago; Neelam can correct me if I’m incorrect, because I think she found this previous newsletter edition:
The search for good taste is a trap
She is honest, very stylish of course it goes without saying, wise, and also, I was quite surprised to find — hilarious. Also, her writing was impeccably written with not a grammar or spelling out of place, even though she assured me I needed to do some editing. Nothing.
Okay, less telling more showing, I hope you enjoy reading this as much as I do, and subscribe to Neelam’s Substack,
. She is a beautiful writer; there has been a huge influx of everyone going on Substack and she is one of the few I’m actually excited about.She has a fantastic Youtube channel; perfect if you’re looking to do some Row shopping (or just an interested bystander) and of course her Instagram.
Meet Neelam.
A quick note from me:
I love creating Screenshot This, and it’s really where it is because of my subscribers, particularly, paid subscribers.
The price of subscription is less than half a coffee a week, or, less than two small-sized coffees a month. I love doing this and am now able to work on this full-time in addition to freelance consulting, and I hope I’m able to do it for longer. Your support means so much to me, I love doing it, and hope to be able to continue to do it.
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INTRODUCTIONS
1. Tell me about yourself.
I’m a fashion and beauty content creator exhausting myself on four platforms — Instagram, TikTok, YouTube, and now Substack. I’m passionate about 90s minimalism (the beginning of my finance career and actual adulting) and, as you know, The Row.
2. Now, tell me about yourself without mentioning your job/social media presence.
I’m a retired Chartered Accountant, wife, and mother of two young adults. My parents are from India and immigrated to Canada in the late 60s. I was born in a small town outside of Toronto and as a lefty, had a penchant for the arts but was starved of artistic inspiration and craved outlets for expression. I saved my pennies for fashion magazines, took Indian classical dancing, I acted in plays, wrote poetry, painted, played dress-up and then landed in a career in finance. Make it make sense.
3. What do you want people to say about you when you walk out of a room?
She’s warm (and not in the physical, emanating body heat kind of way).
4. What is the quote you live by, if there is one?
There will always be someone who can’t see your worth, don’t be one of them.
5. What phrase do you think you say most often?
I love it!
And then I checked in with my family and they swear it’s “I’m so tired”. That might be true.
CAREER
6. How do people react when you tell them what you do?
I’ll include myself in this response. Family and friends have been immensely supportive (at least to my face). Those who know me well know I’ve had this burning inside of me for so long and they’re thrilled to see it materialise in this way. Strangers are supportive but also inquisitive as a lot of my generation isn’t actively on social media. They wonder how I manage it. Personally, I’m still learning to honour it vs judge it. The word influencer has a negative connotation in my mind. I think the term is reductive and diminishing. I prefer “creator” or “artist”.
7. What is the most frequently asked question you've been asked about what you do?
Do you do your own photography and editing?
The answer is yes. On the rare occasion I have assistance, it’s noted.
The second question is — how?
Self-taught!
8. What do you wish you were asked more about?
Nothing comes to mind. I’m open and people have asked about nearly everything.
9. You've been called a Row superfan, and a collector. What do you call yourself?
The Row Superfan, Collector and/or Sucker (that last title is my husband’s and he’s said it enough times so now I just own it).
10. What is the biggest misconception about what you do?
That it’s easy and vapid.
I feel lucky that I get to do what I love but I waited a long time to do it and I put a lot of effort into it. It just looks easy on the surface.
Re: the vapid comment: I’ve had a spiritual upbringing, so I understand that true joy doesn’t come through the acquisition of material possessions but expressing my love for fashion and creating art with it requires presence and that is real happiness. I experience a lot of cognitive dissonance in this regard.
11. You started off as an accountant. While you have since said it wasn't exactly your passion, what did you take away from it that you use now?
So much. A level of professionalism. The ability to speak on camera. Some financial sense, though The Row has blown my “barometer for reasonable spending” to bits.
12. What was it like to walk from a conventional '9-5' and focus on motherhood and now your work as a stylist and online presence? How do you make big life decisions like that?
Leaving finance was the easiest thing I’ve ever done, and I was only able to because around the time I quit, my husband was offered a lucrative position that allowed us to make that choice. I’m forever grateful.
I don’t talk about this much, but I loathed my career. I cried a lot and was very depressed. I read a poem a long time ago that resonated with how I felt. I wish I could recall the author, but the gist was that artists without outlets die a slow death inside.
13. How do you approach your social media presence — is it quite organic, or is there a schedule and plan?
Unless it’s a paid partnership, very organic. It screws with my metrics but I’m not able to create on a schedule. Sometimes I’ll have a burst of inspiration and a stream of posts/stories and then I’ll go quiet for a few days. I refuse to let algorithms dictate my rhythm.
READ/WATCH/LISTEN
14. What would you recommend to read, watch or listen to at the moment?
Ripley. One of my favourite films is The Talented Mr Ripley and I was nervous about a series, but Ripley turned out to be equally as enjoyable (in a very different way). I knew the role would be safe in the hands of Andrew Scott, but I didn’t expect to be so taken with the ancillary characters (esp the detective). Filmed in black and white in Italy, it was cinematically nourishing, and the sound editing was perfection. The story unpacks slowly and from the moment it began, I was hooked. Two unique Ripleys. Both disturbing and somehow likeable.
15. You’re looking for some positivity. What do you read, watch or listen to?
My natural emotional state is one of heaviness and when I wake up, I feel I have to climb up to get to neutral. Comedy lightens the load. I’ve always loved sitcoms and Seinfeld, Cheers, and Frasier are some of my favourites. When I need a lift, I run them in the background. It’s comforting and I still laugh out loud sometimes.
16. Which book do you wish you could read again for the first time?
Of Human Bondage by Somerset Maugham.
I’d rather not say too much about it. It’s very special. Thinking about it makes me ache, in a good way.
17. What movie do you think should be compulsory for everyone to watch?
Not a movie but a documentary. I AM by Tom Shadyac. Yup, the same Tom that directed the Ace Ventura movies. He takes us on his spiritual journey of self-realisation. It explores our connection to each other and to all life and includes interviews with scientists and philosophers. It conveys a profoundly powerful message that isn’t easily forgotten. It’s left an indelible mark on my heart and I’m a much better human for having seen it. If everyone watched it, I wonder if we’d have less war in the world.
STYLE
18. Define your style in three words.
Boyish
Minimal
Edgy (this attribute remains fixed on account of my hair)
19. Name your top three favourite items in your wardrobe now, and why.
My Salpa Margaux because it’s unique and rare. Also, it looks like me in the same way some people look like their pets. It’s raw and unfinished and I like stark contrast of white piping against the black leather.
My The Row Eglitta wide-leg jeans because they’re style perfection and comfortable — I live in them.
My Alligator Drum bag because….OH MY GOD. I can’t believe I found it.
20. What do you love in your wardrobe that doesn't by definition fit into what your style is?
My fall 2003 Prada runway coat –- navy glen plaid, knee-length, belted with a boat neck, Audrey Hepburn like coat, and I will not part with it though I don’t wear it much anymore.
And why?
It’s fitted and feels very feminine. I like things more relaxed now — I always want to be comfortable.
21. What item of clothing or accessory are you on the hunt for at the moment?
I’m zipping my lips on this one.
22. Which item of clothing or accessory do you think will be the next big thing?
I’m not the best at predicting trends as I don’t pay a lot of attention to them, but I’d definitely like to see one particular bag STOP trending, and you know what that is.
23. You have such a strong sense of style. Has it remained consistent throughout your life?
Thank you so much! Very kind ☺
It’s evolved. In my early teens, I was a moody dresser. Lots of black, masculine, somewhat bohemian, and a little punk — I experimented. I took inspiration from musicians and mixed it up. From Madonna: lace gloves. Sex Pistols: torn tights. WHAM: neon. Sade: big hoops. But my biggest style icon was Denise Huxtable (from The Cosby Show). I wanted everything she wore, and I still count her outfits as some of the best styling I’ve seen.
After all the excess in the 80s, I met minimalism and like most, fell in love with its simplicity. I stayed there for a long time. It suited my finance career and I’d always been drawn to the traditional suit. It’s a large part of the reason I chose that career.
East Indian immigrants wanted their children set up for financial success and stability and we were often asked to choose between medicine, engineering, law, and accounting. I still don’t understand chemistry or physics, I had no interest in engineering, I couldn’t win an argument if I tried (I try every day, just ask my husband) and so that left accounting and I aced that subject. I mean, I really wanted to act. So naturally, accounting was my second choice. Well, I knew I could wear a suit and carry a big briefcase (my love for large bags goes a long way back). I took a break from minimalism after I had my kids, but I knew I’d come back to mostly black and kind of boyish. I’m happiest here.
24. Has there been anything that you haven't been sure about in fashion, that you now love to wear?
Backpacks. Prada did a nylon one a long time ago and I couldn’t get on board. It seemed ridiculous to be paying that much for something so simple. And then I drank the Kool-Aid. I love a backpack now although other than its back benefits and spine alignment, it’s impractical. I can’t ever find anything in it and it’s not easy to get in and out of it but it’s just so cool. It’s an “I don’t care what you think of my style” bag.
25. What are the biggest misconceptions about ‘The Row’ style?
That it’s boring.
And anyone who says that doesn’t know how to style The Row.
26. How would you advise someone on how to define and focus their sense of style?
Get to know your body and what works for your shape. Don’t worry about trends, especially if they don’t flatter you. Think about what makes you feel good/stand taller — then explore in that arena. You don’t need a lot and when you think you’ve got a decent capsule wardrobe, build with accessories.
27. You ‘influence’ but also have a sense of restraint in your ‘recommendations’. How do you balance this?
It’s necessary and thus the balance. Budgets and closet space dictate. I want a lot of what The Row offers but I can’t afford it, so I make choices and I communicate that to my audience. I want to be transparent. And in my reviews, I try to be as honest as I can be while also being respectful to the brands I’m speaking about.
28. We all know that The Row is expensive, and you've spoken about how you plan your purchases and re-sell old pieces. How do you decide when something isn't right for your wardrobe anymore?
The usual rule of “If I haven’t worn it in a while…” doesn’t work because I’m a collector, however, even collectors sell things and what brings me to that decision is if the item no longer feels like me. It’s intuitive. If I don’t feel connected to it, then it needs to be loved by someone else.
29. Other than The Row, what other brands do you love — and, what other brands do you shop?
So many… Dries Van Noten, Haider, Ann Demeulemeester, Yohji Yamamoto, vintage Calvin Klein (impatiently waiting for Veronica’s debut collection), Comme de Garçons, vintage Prada, and many more.
La Collection, Auralee, Frances de Lourdes, Maria McManus, Veronica de Piante... I also love Massimo Dutti. Affordable and works well with what’s in my closet.
BEAUTY
30. What beauty product do you buy on repeat?
I don’t buy much these days as brands have been very generous with me. I can’t live without my Caudalie, La Mer, and Chanel skincare products. I’m in trouble when this is over because I’ll have to fund it myself. And then there’s my lipstick — the one I can’t live without — Charlotte Tilbury Kidman’s Kiss. It’s my day and evening lip and people ask me about it all the time.
31. What beauty product do you like to spend real money on, and what beauty product are you thriftier with?
Before this career, I didn’t spend a lot on skincare, but I splurged on makeup and it’s odd because my makeup is minimal. I surprised myself by shelling out CAD$400 on La Mer’s body cream at Christmas and I’d do it again in heartbeat.
32. If you were a beauty product, what would you be and why? [Be specific on the brand, product name and or colour if relevant!]
LOL. I shared this question with my husband, and he suggested I’d be a balm. I thought, oh how nice! A soothing balm. Then I wondered if he meant bomb (not sexy, just volatile). I think I’d be Sisley’s Black Rose Beautifying Emulsion. The fragrance is lovely, and it reminds me of afternoon tea. The scent changes during the day -- it’s moody. It’s nourishing but absorbs quickly. It can be hard to control (I always manage to spill some) and I don’t feel like there’s even enough. And it’s expensive so I don’t purchase it often but when I do I think, this is worth it.
LAST OF ALL...
33. You're in Toronto. Where would you tell people to do and visit, if they were to visit your city?
Come in the summer or fall and visit Yorkville for art (museums are within walking distance), food (One, Dimmi and Adrak are my favourites), and shopping (don’t miss Holt Renfrew and 119 Corbo).
34. What would be your last meal?
Chole Bhature. An Indian dish of chickpeas and fried bread. Completely indulgent and very spicy. There’s a place near our house that makes the best I’ve ever tasted…and now my mouth is watering.
35. Is there anything else you want me to ask you?
Who is your greatest inspiration?
My father. He’s kind, gentle, non-judgemental, wise, selfless, considerate, courageous, and forever my cheerleader. He’ll find the good in any situation and anyone he meets. He’s a retired teacher who’s seen a lot of hardship in his life, but you’d never know it. Meanwhile, I’m complaining all day long to everyone I meet for having slept under six hours. Needless to say, he sets a high bar and if I’m even one tiny fraction of him, I’d consider it a big win.
I’ve never rushed to read a piece of content quicker!Love Neelam and her take on content creation.
Refreshing to hear about the value of knowing your body type and finding clothes that flatter you. Both of these subjects are often viewed in a negative light by influencers/stylists and women alike these days, but I'd love to hear more about the various body types - it would help me narrow down my choices!