Ritu Kumar partners with models from across India for 'Equally Beautiful' campaign

By

Isabelle Crossley

Published
Apr 1, 2022

Ritu Kumar’s latest campaign ‘Equally Beautiful’ mixes fashion with activism as the brand celebrates the pluralism of Indian culture and its many aesthetics alongside its own designs, in collaboration with a group of creatives.  

Ritu Kumar brought together creatives and models from across the country for the second edition of its ‘Equally Beautiful’ campaign, the brand announced on Facebook. For the campaign, Mumbai-based photographer Bikramjit Bose shot a group of women originating from different parts of the country, wearing an array of traditional style ensembles by the brand and makeup to showcase their cultures and present them as all equally beautiful and indeed equally part of India. 
 
“The concept of diversity is at the core of the belief system that our brand embodies,” the brand’s managing director Amrish Kumar told Vogue India about the campaign. “However, in recent times, the notion of pluralism has been challenged in what is becoming a worrisome trend. At the end of the day, it is beholden upon all of us to stand by what we believe and this is a little token of what we could do to make our voice heard.”

The brand’s first ever ‘Equally Beautiful’ featured just one model, actress Zoya Hussain, who wore the garb of a number of different religions. This time, the brand has expanded the project to include multiple models and reaffirm its commitment to diversity. 
 
“In a simplistic sense, we have attempted to portray a diverse array of skin tones, attires and ethnicities to demonstrate India’s thriving diversity,” said Kumar. “However, we invite the viewer to look beyond the obvious visual markers- whether it is the bindi or the kajal- to draw their own interpretations of what they see.”
 
Designer Ritu Kumar launched her eponymous brand in 1969 and the label has become known for its celebratory use of traditional textiles and empowered female aesthetic. The brand retails from its flagship stores and multi-brand retailers across India and internationally as well as its e-commerce store.