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Published
Jun 30, 2020
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Good Earth collaborates with three artists for new collection and campaign

Published
Jun 30, 2020

Fashion and lifestyle brand Good Earth has collaborated with three Indian artists on a series of videos to launch its new sustainable clothing and homeware collection ‘Still,’ inspired by the pan-India lockdown.

A tunic from Good Earth’s new Sustain collection ‘Still’ - Good Earth- Facebook


Good Earth joined forces with designer and poet Pranav Misra, artist Joya Mukerjee Logue, and dancer Shivani Verma to create a video series to explore the concept of stillness and launch its latest collection, the brand announced on Facebook. The three creatives produced original compositions for Good Earth for the initiative.
 
“Through this series of collaborations, we brought together design and art and worked with three prolific artists wherein they created original compositions for Good Earth, interpreting stillness and what it means to them through their craft,” Good Earth’s founder and creative director Anita Lal told Vogue India about the project.

Misra, who founded the clothing brand Huemn, wrote a poem titled ‘Zindagi ki Sthirta’ for Good Earth’s Still launch. “Stillness is the choice of something that has the ability to be mobile,” Misra said, explaining his interpretation of the theme. “To find stillness, one has to look within, at the core of your being; because that is where you will find it.”
 
Artist Joya Mukerjee Logue held a still-life painting session for her contribution to the project. Shivani Varma created a Kathak dance for the theme. 
 
The ‘Still’ collection also encompasses Good Earth’s eco-friendly clothing line Sustain’s summer 2020 collection. With Chanderi, embroidery, and a mainly neutral colour palette, the clothing collection has a relaxed feel inspired by time spent at home during lockdown. 
 

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