India : Ritu Kumar shoots Festive-Winter 2014 Campaign in Paris

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Ritu Kumar shoots Festive-Winter 2014 Campaign in Paris

16
Oct '14

The Indian designerwear brand Ritu Kumar has recently shot its new Festive-Winter 2014 Campaign showcasing the latest couture collection based on traditional and contemporary elements.

Shot in some of the most scenic locales in Paris by the French photographer, Camille, the advertorial features European models clad in pieces that will appeal to the young urban women looking for contemporary occasion wear for the upcoming festive and bridal season.

While speaking on the advertisement, the brand’s CEO Mr. Amrish Kumar says, “For years we have been working with French designers and fashion houses and they have significantly influenced our collections. The idea to shoot a campaign in Paris has been germinating for a long time. We wanted to present our couture collection in a clean, simple and internationally styled aesthetic.”

“Our couture festive collection has an amalgamation of traditional yet contemporary elements for the young global audience of today. More and more the country is seeing an original aesthetic which blends India with the world, in a light sophisticated way. Our collections are also evolving in this way and so we thought this campaign would be perfect” he states.

Ritu Kumar Festive Winter 2014 campaign comprises 4 double spread visuals as well as individual shots which are going live in the month of October 2014. Keeping in view the brand’s positioning in going digital, a behind the scenes video has also been created to narrate the story of the print campaign in 30 seconds for the digital natives.

Adorned with sequins, beads, traditional hand embroidery with zardozi and zari as well as intricate thread work, the feminine yet modern line, which is replete with the brand’s signature craftsmanship infused with international sensibilities, is made from finest fabrics based in a lively palette of bright red, fuchsia pink, beige, royal blue and gold hues.

Started in 1969 by the 69-year-old eponymous designer, the Ritu Kumar brand specializes in the ancient traditions of Indian craftsmanship in a contemporary vocabulary. The label has a presence in over 35 stores in India and Dubai. (PB)

Fibre2fashion News Desk - India

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