Saundh collaborates with Freddy Birdy on new campaign
Womenswear brand Saundh has joined forces with wordsmith Freddy Birdy to create a multi-dimensional campaign which highlights the increasing link between storytelling and fashion.
“This season, Saundh joins forces with India’s leading wordsmith Freddy Birdy to bring forth the ideas the brand believes are the pillars of its new season,” the brand announced on Facebook. “Love, tradition, nostalgia have come together in the form of art. While we celebrate art on our clothes in terms of prints, colours, and craftsmanship- we also want our customers to experience art of the written word and the power it holds.”
Saundh's spring/summer 2021 collection, ‘The Canvas of Life’, references the Gujarati tradition of bhujodi; a heavy-weft Kutch weave featuring motifs including mangoes and Ari embroidery. Birdy has penned sanguine messages for the campaign including, “Whatever you become, you will always miss who you were” and, “Without tradition there is no modern.”
“Social media is now the new ‘shop window’ for retail brands across the globe,” the brand’s founder Sarabjeet Singh Saluja told Vogue India. “It's a democratic and honest way to communicate who you are and find customers who enjoy what you have to offer. Our campaigns are nothing but messages of what we believe in, we're a homegrown label and we're proud of it. For us, these campaigns are the strongest way to tell our story.”
Saundh, which launched a little over a year ago, is owned by Surat-based parent company Sahiba. The brand retails a range of ethnic inspired womenswear including kurtas and kaftans in bright prints and relaxed silhouettes.
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