x two

brief>
Anand, designer of By Ekta, came to me to shoot a campaign in new york for his latest black and white sarees.
the ask was simple - make them feel relevant beyond occasion wear. something women could see themselves wearing, not just saving.

approach>
I built the idea around duality - inspired by twins, with a subtle nod to 'seeta aur geeta'.
two women in the city, a little extra, a little nonchalant, completely at ease.
the intention was to move away from overly styled fashion imagery.
to make it feel lived-in.
we shot it like a day out - moments in between, getting ready, stepping out, just being.
a generation that doesn’t wait for an occasion to dress up and feel their best.

result >
a mix of editorial and candid frames — strong, but easy. styled, but still real.
light, texture, movement — adding depth while keeping it relatable.

this is from that shoot.
creative direction, styling, photography and post-production by me.