NEW VISION

From collection to campaign, a slew of young labels are adopting a culture-first approach to fashion

-  NIDA NAEEM

During the endless scroll on Instagram, my thumb often stops in its tracks. The images that elicit this reaction are the ones that somehow manage to evade the three-second rule for grabbing attention and instead invite viewers to linger and take in their world as a whole.

In a landscape where new fashion labels are cropping up by the handful every minute, such images impart a distinctive visual identity to the brands they represent. They go beyond the mere buying and selling of clothes - they offer up glimpses of culture, slices of nostalgia and an opportunity for discovery.

BACK TO ROOTS

Celebrated homegrown labels such as Torani and The Olio Stories have long shown an affinity for sharing archival images. From yesteryear's royalty to Bollywood royalty, their feeds are peppered with vignettes from times past. They also share distinctively Indian artworks, such as Mughal miniatures and folk art.

What happens when brands start creating beautiful visuals they resonate with instead of just using platforms to showcase their latest collections? They find common ground with their audience. This common ground is where the vaguely familiar lanes of memory make way for renewed appreciation.

For Priti Shekhar, founder of Label Earthen, popular Hindi films were the only immediate entertainment available while growing up in the small town of Purnia, Bihar. The likes of Nargis and Raj Kapoor left such an indelible mark on her that stills from their flicks serve as an extension to the soft romance of the ethnic wear she retails. You'll also sight vintage matchboxes and posters on Label Earthen's feed, drawn from the visual culture surrounding Shekhar's childhood.