NewZNew (Chandigarh) : 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” states, Amrish Kumar, CEO, Ritu Kumar.
Conceptualized by Amrish, the new campaign has been shot by French photographer, Camille Kerblec and stays true to form in the richness and highest standards of craftsmanship that signify RITU KUMAR. The model has been shot in the backdrop of some of the most scenic locales in Paris city but with a youthful and unconventional vibe. The advertising campaign as well as collection is targeted at young urban women looking for contemporary occasion wear with the upcoming festive and bridal season. The collection is created with finest fabrics embellished with sequins, beads, traditional zardozi and zari embroidery as well as intricate thread work in a lively palette of bright red, fuschia pink, beige, royal blue and hues of gold. The campaign highlights Ritu Kumar’s love for craftsmanship translated onto contemporary silhouettes and modeled by European models in an international setting. Contrasts with visual harmony, the traditional hand-embroidered garments, the feminine yet modern styling, the natural hair and makeup, everything combines to create a set of incredibly contemporary images. Ritu Kumar FestiveWinter 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.
About Ritu Kumar:
RITU KUMAR is the largest & most respected designer-wear brand in India today. Since 1969 it has developed a unique style of its own, reflecting the ancient traditions of Indian craftsmanship in a contemporary vocabulary. The brands ancient designs and the innovative use of traditional crafts have created a new classicism. Today the company is renowned for its distinctive use of colours, quality of fabrics, intricate embroideries and a gloriously rich Indian aesthetic. The brand has a presence in over 35 stores in Indian and Dubai. Visit: www.ritukumar.com