Strand of Silk completed a unique photo-shoot to showcase their garments, pushing the boundaries of what is normally expected from Indian fashion. The underlying theme of the shoot was to showcase traditional Indian garments in a western and contemporary way, which therefore appeals to a global consumer base.
The underling message of the shoot was that Indian clothing could be worn by anyone; it’s just how you choose to wear it that differs. Strand of Silk aims to create a “modern India” aesthetic, a combination of traditional techniques and western influences in an aesthetically pleasing mix of both tradition and modernity.
The shoot was set around various parts of Canary Wharf in London, by the river. Styles from a number of popular and well known Indian designers were worn, and the garments themselves were styled in an innovative and western way that showcased the clothing in a whole new light. Collections from Indian Designers Sougat Paul, Myoho and Siddartha Tytler were included in the shoot.
The theme of the shoot was inspired by London culture and creativity, taking into account London’s colourful street style culture and trademark styling, as well as using the picturesque river backdrop to create something that was visually a mixture of both English and Indian culture combined.