Payal Khandwala collaborates with Bombaywalla on storytelling campaign
Women’s fusion wear brand Payal Khandwala has collaborated with Mumbai-based historic tour agency Bombaywalla to launch ‘Madhavashram’ as an artistic project to document the history of the brand’s native city.
“To us, Bombay is a library of stories,” the brand announced on Facebook. “Her beauty and complexity lie in the myriad genres, characters and sub-plots. We are and remain in constant awe of our dichotomous city and her countless tales. And [Bombaywalla founder] Simin [Patel] is the custodian of these narratives. We're privileged to collaborate with Bombaywalla and support their treasure trove of discoveries that they work hard to protect and preserve.”
Payal Khandwala has released a series of photos by Philippe Calia documenting historic buildings in Mumbai and sharing their stories, documented by Bombaywalla, on its Instagram and Facebook pages. The brand aims to bring awareness to the city’s untold stores and its hidden cultural history.
Payal Khandwala launched a new brand identity last year and relaunched its logo as ‘Payal Khandwala Bombay’ in partnership with creative agency Propaganda. The idea was to
“to the forefront as our city of origin,” the brand announced on Facebook last September. The brand’s new collaborative campaign affirms its connection to the city of Mumbai and its cultural history.
Payal Khandwala also recently launched its autumn/winter collection with a series or videos on its Facebook page. Loose shapes, the brand’s signature bold use of colour, and sheer textiles give the collection a painterly feel.
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