Client
Indian Heritage Fashion Brand
Location
London, United Kingdom
Year
2025
Camera
Canon EOS R5 C
Lens
35mm f/1.4 / 85mm f/1.4
A commercial campaign placing traditional Indian craft in the context of contemporary London.
The Brief
An Indian heritage fashion brand wanted a campaign that spoke to a global audience — specifically the Indian diaspora in the UK and international buyers who were discovering Indian craft. The concept was to photograph their new collection against London's architecture, creating a visual dialogue between two textile traditions.
Our Approach
We scouted for a week across East and Central London, identifying locations where the colour palette of the garments would create maximum contrast with the urban environment. The campaign was shot across three days with a team of two photographers and a single stylist. All models were members of London's South Asian community, which gave the work an authenticity the client had not been able to achieve with previous campaigns.
The Outcome
The campaign ran internationally and was the brand's most commercially successful season to date. The images were used across OOH advertising in London and Mumbai, digital channels, and a campaign book distributed to wholesale buyers.