Once upon a time,
Weddings were a close-knit affair.
Where the air was engulfed with the sounds of spoons thrumming against tablas
Rhythmically paired with melodies sung by familiar voices.
Where family recipes determined the menu, and family elders determined the arrangements,
And we located venues from memories not maps.
Where the stylists were our cousins and masis, and sometimes our choreographers too.
Where joy was measured not by how many showed up but by how many stayed back
Singing and dancing well into the night…
Once upon a time weddings were just as close as family dinners,
Let’s revisit that familiarity once again.
“Love Song is an ode to my childhood days when weddings were small, close-knit family affairs. The preparations that began weeks earlier, cosying up in circles, the accompanying tunes and melodies, and the never-ending chatter of loved ones laughing and bonding. Something fresh yet familiar, new yet nostalgic.” — Anita Dongre
The journey of this collection began with a trip to the past. Reimagining the celebrations of yesteryears, with the warmth of familial bonds, in the context of consciousness. Reds, yellows and creams are set against lush green vistas characteristic of backyard weddings. The décor is brought alive with Devika Narain using locally-sourced and eco-friendly materials. The song chosen is a soulful rendition by Jasleen Royal specially created for this collection, to bring alive feelings of love, joy and nostalgia. Everything, from the atmosphere, setting and the pieces from the collection, lend themselves to effortlessness.
Sharing a glimpse from the campaign – https://www.instagram.com/p/CGkVHPOhXT8/
