House of Masaba launches Jaipur pop-up, LGBTQIA+ positive campaign

By

Isabelle Crossley

Published
Feb 12, 2020

House of Masaba launched a pop-up shop for its latest collections in Jaipur on February 11. The brand also launched a new LGBTQIA+ positive campaign for its Valentine’s collection. 

 
On Tuesday, House of Masaba set-up shop at Goyal House in Jaipur, in collaboration with multi-brand luxury boutique, Chrisalis, the brand announced on Facebook. The pop-up will run until February 13 and features the brand’s new ‘Chronicles of Femininity’ collection, as well as items from Masaba’s spring/summer 2020 collection, giving the city's shoppers the chance to browse the brand’s clothing offline. 
 
Designer and brand founder, Masaba Gupta, also launched a new campaign for her Valentine’s collection with the slogan “Pyar Kiya Toh Gender Kya.” The campaign features Gupta’s friend, Anisha Sharma, and her partner, Bhakti C, who model floaty, printed garments and talk about their love. Shruti Venkatesh and her partner, Haima Simoes, also feature in the campaign.

“Love knows no bounds, it doesn’t fit into any fixed dimensions,” the brand announced on Facebook, launching the campaign on February 8.

“It’s about expressing, embracing, feeling and just being the best version of you… As a brand, we’ve always believed in mending the rules and standing out. Let’s celebrate you and your love as it is… because only you can tailor your love!”

 
Following the termination article 377, a number of Indian fashion brands have expressed their support for the LGBTQIA+ community in campaigns and on the runway. As an increasing number of Indian brands embrace a more inclusive vision of beauty, a number of LGBTQIA+ models have also found fame including Nepali transgender model, Anjali Lama, who is based in India and has recently modelled for international brands including Calvin Klein and Levi’s.
 
Back in 2018, Lotus Make-up India Fashion Week held a rainbow-theme grand finale to celebrate LGBTQIA+ rights with 40 fashion designers. The fashion industry has arguably led the way towards equality post-article 377 and used creativity to champion diversity.