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DHAAGA, meaning "thread" in Hindi, is a campaign that bridges timeless Indian and Western fashion elements through the medium of fusion wear. Inspired by the enduring appeal of denim from the West and classic Indian silhouettes like kurtis, sarees, and skirts, this campaign highlights the essence of two styles that transcend any single era. In fusing these elements, DHAAGA celebrates a contemporary aesthetic rooted in tradition, linking the past with the present to shape the future of fashion.
In DHAAGA, the past and future intersect, each represented visually to convey a seamless fusion of eras. The photoshoot leans into a retro vibe, evoking the warmth and nostalgia of past eras. For typography, however, the campaign embraces the present and future through sleek, techno-inspired fonts. This choice represents a modern twist on traditional elements, signifying a forward-looking perspective on style without leaving behind the roots of fashion heritage.
DHAAGA represents how fashion is both rooted and ever-evolving, connecting tradition to today’s world. It’s a reminder that while trends may come and go, true style weaves across time, always reinventing itself.
The Dhaaga Catalogue is a visually rich and stylistically curated lookbook that showcases the full range of the campaign’s denim retro jackets paired with sarees, skirts, and kurtis.
To ensure the campaign reaches a wider, modern audience, I designed a series of Instagram posts and stories that encapsulate the energy and ethos of Dhaaga.
