Ritu Kumar has released a new campaign called #EquallyBeautiful which celebrates diversity. The sepia-toned photos send out a quiet message that many Indian brands shy away from. The portraits feature actor Zoya Hussain, who has starred in films like The Brawler and Laal Kaptaan, dressed in attires from different religions. The campaign sends out a message of solidarity, especially in a time when the political climate in the country is so tumultuous.
Amrish Kumar, the CEO of the company who has helped grow the brand further says, “This campaign has nothing to do with selling clothes. 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.”
Of course, there are many times, many instances, when we feel fashion is removed from what’s happening in the world—that it’s embedded in fantasy more than reality. But, it could’t be further from the truth. Fashion is a culmination of many things—it’s connected to art, science, literature, philosophy—and sometimes even politics.
The campaign has been shot by acclaimed photographer Bikramjit Bose and styled by Nidhi Jacob, who has been working with Ritu Kumar since years now. Of course, fashion has long been used to make a statement; it’s known to incite reactions of all kinds. But, here’s hoping that in a time where people are divided along national, class, race, sex and gender lines—Ritu Kumar’s new campaign can act as a testimony for change.