Runway Message
We operate in an industry that lives solely on sales. Every post, every shoot, everyproduct - all try to subconsciously tell you to buy our products.
However for the runways, I wanted to move away from the selling and bring thepeople who follow the brand into its mind, a journey through things no other brandthinks of doing.
Our runways aren't even about the clothes themselves, it's about the experience; the story, the music, the theme, the pre-show cards. Essentially, it's tailored to make people realise how clothes can symbolise so much of who we are, it's tailored to make people think about the brand, not just the clothes, months after the show even ended.
So naturally, whenever someone asks me what they can expect from our next runway, I tell them there's only one thing they can expect - the things that have
never been done before.
Welcome To My Jungle
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During a trip to Barcelona, amidst a journey to it's zoo, my brain chemistry changed. It opened my eyes to how beautiful the creatures we share the planetwith truly are.
The majestic Bengal tiger, the small sleeping otter, the enigmatic, ever changing chameleon, even the rattling of the hidden snake - I realised how they have equal claim on this land and so rarely do they get that consideration.
So I did what any person who always has clothes in their mind does - turned this runway to a tribute for our little friends.
Tales By Raiyan Chowdhury
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It's funny, I tell people that clothes are an expression of self but is "formal thing" my only expression then? I wanted to change that narrative with this show.
Stories about my favourite childhood movie (finding nemo), dual love languages of my parents, my favourite poem (el dorado), the symbol of my friends, and much much more - turned into a fashion show.
And of course, for the je ne sais quoi, since I wanted to be a magician as a kid, I had to finish it off with world's first: a live magic show. It's all a part of the act.
Stories Of A Journeyman
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My first ever runway, and I just had 12 days to prepare it. I could've walked out the next collection like many other brands but where's the fun in that?
So of course, this was the story through clothes of a man in his journey through loss, regret and redemption.
It also started our journey of using every technique we can find including: hand embroidery, block printing, hand painting, fabric making, thread work, hand work, etc.
we wanted to be a brand unafraid to try something from the beginning and this was our attempt at showing
