Amrish Kumar, CEO, Ritu Kumar: “For years we have been working with French designers and fashion houses and they have significantly influenced our collections. The idea to shoot a campaign in Paris has been germinating for a long time. We wanted to present our couture collection in a clean, simple and internationally styled aesthetic. Our couture festive collection has an amalgamation of traditional yet contemporary elements for the young global audience of today. More and more the country is seeing an original aesthetic which blends India with the world, in a light sophisticated way. Our collections are also evolving in this way and so we thought this campaign would be perfect.”
The new Ritu Kumar, Festive Winter 2014 campaign presents the couture collection in simple and internationally styled details. This new campaign has been aesthetically shot in Paris. The campaign presents the couture collection for the young global audience.
The campaign has been conceptualised by Amrish and shot by French photographer, Camille Kerblec. The model has been shot with a youthful and unconventional vibe in the backdrop of scenic locales in Paris city. The advertising campaign is targeted at young urban women for the upcoming festive and bridal season.
The new collection is made with finest fabrics ornamented with beads, sequins, traditional zardozi and beautiful zari embroidery along with intricate thread work in lively shades of bright red, royal blue, fuschia pink, beige and hues of gold. The campaign goes ahead to highlight the designer’s love for Indian craftsmanship that is translated onto contemporary silhouettes along with modelling by European models in Paris for international setting.
The campaign is in contrast with visual harmony, the feminine yet modern styling, the traditional hand-embroidered garments, the natural hair and makeup. This Festive Winter 2014 campaign by Ritu Kumar comprises of 4 double spread visuals and individual shots and is going live this month. Keep tuned!