Shanti Banaras launches saree collection to promote NGO Akathya
Clothing brand Shanti Banaras has launched a new collection of sarees titled ‘Akathya’ to promote the NGO of the same name and support transgender rights.
Each saree in the collection has been named after the person wearing it in the accompanying campaign, the brand announced in a press release. The accompanying photo series has been created as a photo-essay designed to celebrate the beauty and power of transgender individuals and bring them opportunities, according to the brand.
The Akathya collection represents, “a story of inexplicable beauty that emanates from deep within the soul,” said the brand in a press release. “We visit the lives of eight transgender people, empowered despite live's trials and a phoenix before its tribulations. A call to action campaign where we salute the power that is the transgender.”
The collection features traditional silk sarees in rich, jewel-toned hues with bright reds and shining brocades. Models in the campaign smile as they showcase the opulent traditional wear.
“The Akathya campaign idea came through my mother-in-law who works very closely for the empowerment of the transgender community,” said Shanti Banaras CEO Amrit Shah.
“It was her thought to uplift them and our motto of ‘Shanti for Everyone’ that brought forward this campaign. Our idea is to bring forward a sense of confidence in oneself and be proud for what we are. It’s to bring transparency in society where we are not judged by our birth or status or colour but for the innate talent we possess. It is a call for participation campaign, an opportunity for both us and the transgender community to jointly work on this endeavour for a fresh look.”
Shanti Banaras is based in Varanasi and specialises in traditional sarees. The brand retails from its flagship store in Varanasi and offers a bespoke service.
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