Ritu Kumar collaborates with Zoya Hussain for ‘Equally Beautiful’ campaign
Ritu Kumar, a brand known for its couture and use of traditional Indian textile crafts, has made a strong social statement with its latest campaign at a politically tense time.
“India’s rich aesthetic heritage is the result of cultural confluence across centuries,” the brand announced on Instagram on March 16, launching the campaign.
“The custodians of these crafts, our craftspeople, are men and women of diverse identities, faiths, and values.”
“We are proud to stand by diversity of faith, gender and individuality,” wrote the brand. “We believe in equality for all identities and the freedom to express it.”
Hussain, who appears in the campaign wearing the traditional clothing of various religions, was photographed by Bikramjit Bose and styled by Ritu Kumar team member Nidhi Jacob.
“This campaign has nothing to do with selling clothes,” the brand’s CEO, Amrish Kumar, said in a statement, Elle India reported.
“The message of the campaign is embedded in the strong visuals. At Ritu Kumar, we believe that it was a message we had to put out.”
Ritu Kumar, who launched her eponymous brand half a century ago, presented her latest collection at the recent Lakmé Fashion Week in Mumbai. The collection was created in collaboration with sustainable fibre brand Lenzing Ecovero.
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