India : Ritu Kumar's Parisian & Indian style inspired A/W campaign

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Ritu Kumar's Parisian & Indian style inspired A/W campaign

10
Nov '14

The Indian designer brand Ritu Kumar has recently unveiled its Parisian street style-meets-contemporary Indian silhouettes inspired Autumn/Winter 2014 campaign.

Conceptualized by the label’s CEO Amrish Kumar, the advertorial, showcasing The Indian Tuxedo collection, has been shot in a motion theme format by fashion photographer Farrokh Chothia.

Replete with well-tailored designs along with smart accents and print combinations, the collection, which has been created in collaboration with the French designer Samy Chalon, includes embellished evening and day wear dresses, jumpsuits, tailored jackets, tops, tunics and shirts in a lively palette of blue, teal, red, beige and off-white hues.

While speaking on the collection, Mr. Kumar states, “This year our collaboration with French designer, Samy Chalon, got us thinking about merging the best of both our worlds in order to produce something original. It resulted in a sense of synthesis of our Indian aesthetic with Parisian street style.”

“We were interested in working on structure. In particular a structured look which, was moulded to a more Eastern silhouette. This led to a series of sharply tailored jackets, trousers and shirts, which is part of ‘The Indian Tuxedo’ range. The rest of the collection too has varied options for women including prints as well as solids to create a complete look,” states the CEO.

The A/W campaign comprises 4 double spread visuals as well as individual shots, which are going live in the month of November 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.

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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