Ritu Kumar, one of India’s largest and most respected designer-wear brands, will continue with its ‘Equally Beautiful’ campaign.
Photographed by Bikramjit Bose, the campaign features a photo essay on women from the four distinct regions of India who carry with themselves unapologetic beauty and pay homage to their cultural diversities.
A statement issued by the company said, “Our artisans follow different faiths and come from different races. Plurality is ingrained in the DNA of Ritu Kumar the brand. We support all our craftspeople irrespective of colour, creed or culture.”
The statement further says that India is known as a glorious melting pot of people, cultures and beliefs. Diversity and equality are fundamental to our founding principles. Our ethos and strengths are shaped by our differences. When force and prejudice try and create schism in the fabric of our society, it is upon us to stand by what we believe.
This campaign was started two years ago by the company and it was said that this campaign has nothing to do with selling clothes. The message of the campaign is embedded in the strong visuals.
The campaign will run across brand stores, social media platforms, etc., in Delhi/NCR, Mumbai, Bengaluru, Kolkata and Chennai.
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