Conceptualization, Design, Social Media, Content Writing
urvashi kaur
The Story
Recognized as one of Vogue’s Forces of Fashion, Urvashi founded her eponymous label in 2009. From GQ’s Best Dressed List to being featured in leading global publications, she is at the forefront of conscious luxury.
We worked together for six months to launch her collections online, conceptualize creator collaborations, research, write content for press/editorial/event coverage and design a social media plan, creatives and supporting copy.
U’Core
Visualizing her debut sub-label’s durable denim silhouettes through the lens of the Bauhaus ‘Master of Form’ Oskar Schlemmer’s exploration of anatomy.
Experimenting with scale, superimposition and surrealism to highlight the hero of her designs - the human body.
A supporting look book and concept note was created.
prana
Held in every breath, Prāna is the primordial energy of the universe; it is both macrocosmic and microcosmic and the substratum of all life. In a visual exploration of the unseen, this new collection transcends beyond the tangible.Reimagining ancestral heirlooms as new silhouettes, the collection revives these one-of-a-kind textiles by breathing new prāna into its weaves.
It is intuitive in placement, organic in movement and elemental in colors.
The collection’s branding and supporting creatives were designed for both digital and print implementation.
In a celebration of 15 years since inception, the collection was the focal point of the label’s upcoming Lakme show. We designed an immersive experience featuring restorative melodies, bespoke recycled packaging sets and most memorably; a tribe of the brand’s muses to inhabit the space. A notable departure from a traditional show format, this set celebrated real people - changemakers and pioneers in their own right.
As Launched at Lakmē Fashion Week x FDCI on March 05, 2024
Excerpts from the show branding, press kits, social creatives, AVs and media coverage
Impact
+6,000 Followers; Improved Community Engagement; 2 Collections Launched; 2 Fashion Shows; Editorials Written for Elle, Grazia, Cocoa & Jasmine and more; 4 Collaborations Conceptualized