Designer, Sanjay Garg, of Raw Mango is a strong believer that sometimes the lines can blur and merge the Arts and Fashion together.
“Audiences- Indian or not- don’t need to be spoken down to. We are all audiences throughout the day, and I certainly think that provocations of thought and emotions are important to connect with,” he says while talking about his latest Spring/Summer collection, called ‘Other’ through a campaign released on social media.
When asked what would define the term ‘other’ in his language, he answers by telling that “ other is what lies within- it is all the things that we are and everything that makes us.”
the line this season is a capsule collection of printed florals for the summers. The cornerstones of his design philosophy that consist of textiles and silhouettes are well defined in vivid, acidic colours in organza and silks. Besides this, the concept behind the campaign styling, the designer says that for him, the styling of the campaign always speaks to the larger campaign narrative. Equally important is the audience to recognize the garments and relate with them in a wearable way. There should be a careful balance of both within the images.
He adds by telling us that while editing, he was aware that the images would have a varying degree of response and the digital audience has reaffirmed that. Overall, he is glad the audience is being vocal about their love or dislike of the campaign.
However, the new campaign is a major shift from what Garg has usually displayed in the past. “We are not concerned with defining anything for the audience- they are independent minds whose judgements have always been a pleasure to engage with,” he said.
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