Band,Baajaa,Baaraat

Band,Baajaa,Baaraat

The best way to get a feel of India is to attend a big fat Indian wedding. Based on this concept, Level Shoes, a luxury shoe store in Dubai, collaborated with FAD Institute of Luxury Fashion and Style to run a campaign titled Dear India. For this, the students drew inspiration from different aspects of traditional Indian weddings and fused it with the iconic architecture of India to transform the venue into a place where you can experience the country’s colourful culture.

Talking about the project, Shivang Dhruva, founder, FAD, says, “The objective was to celebrate India’s culture and traditions at a global stage and the same visual story was brought to life by our students via this live industry project.”

Different sections of the store were decorated according to influences by classic interpretations. While the men’s designer section focused on the baaraat ceremony with the entire flair including drums, wooden walking sticks, turbans and block-printed textiles collected from various cities across India, the women’s designers section was themed on the mandap where the marriage ritual is performed. Talking about the contemporary section, Dhruva says, “For the contemporary area, the students  took inspiration from Sangeet and Mehendi ceremonies at Indian weddings. They sourced 2,000 wooden blocks from different local craftsmen in Jaipur. These hand-carved blocks are traditionally used to print patterns on textiles with rich natural colours — a practice that has been used in Rajasthan for around 500 years.

“In the corridor, there were two photography exhibitions by the students that highlight the rituals involved in Indian weddings. The first exhibition showcased the work conceived by the photography students using fashion as a language to channel the elements of Indian bride during different ceremonies. The second exhibition celebrated Indian weddings with more of a cultural and ceremonial expression through the work of our alumni, Jituli Punjabi and Taher Husank,” says Dhruva.

The trends area was decorated with large hand-painted murals that replicated the classic Bollywood movie posters by Indian street artist Ranjit Dahiya. “Inspired by the majesty of colours and exquisite styles, the trends area was also adorned by handcrafted pieces from Delhi-based furniture designers Sahil & Sarthak. The shadow puppet artwork which decorated the kids’ area was designed and created by our alumnus Varis Mansuri while the life-sized elephants placed around the store were individually hand carved and hand painted,” he describes.

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