Gaurav Gupta launches fashion film online for new collection
Designer Gaurav Gupta has launched his latest couture collection ‘The Celestial Sunset’ online with a fashion film as couture continues to embrace digital presentation in the wake of Covid-19.
Gupta collaborated with film maker Sapna Yadav, who shot three models wandering through long grass under the golden light of the sunset to launch his latest collection. The film launched on the brand’s Facebook and Instagram on Sunday.
“For Spring/Summer Couture 2021, we delve into Greek mythology and the mystical sunset,” the brand announced on Facebook. “The play of dusk and dawn, where the sun rises and sets- an endless circle of life.”
The collection was inspired by the The Hesperides; the three mythical Greek nymphs of evening and the light of sunsets. By showcasing the collection with a film, Gupta’s inspirations from the natural world were presented along with the garments themselves.
“We’ve worked with an exciting palette of yellow, twilight pink and dusk blue this season, and they came together very beautifully to mimic a sunset,” Gupta told Vogue India about the collection and campaign. “It’s got a very musical mood and undertone, like a song of the goddesses, something we’ve tried to capture in both the construction and the imagery.”
As large-scale runway shows gave way to digital presentations during lockdown, the trend is continuing into 2021. As the formats of upcoming fashion weeks remain unannounced, it looks like some element of digital presentation will be part of future collection launches.
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