India’s most popular wordsmith, Freddy Birdy’s campaign of words for a new-age fashion brand, Saundh, is the next unique collaboration to witness this year. With the pandemic is hitting the world, it had become almost necessary for labels to keep their messages full of hopes and positivity.
Saundh is a fresh brand launched just a year ago making an impact with its social media. It is a part of a Surat-based company called Sahiba which is the world’s largest printing facility and is a force to reckon with in the global apparel industry. The brand, rooted in Indian aesthetics, celebrates craftsmanship and textiles, drawing inspiration from the rich heritage of India.
To the homegrown label, this campaign is the strongest way to tell their story. Saundh’s SS21 collection named ‘The Canvas of Life’ finds solace in nostalgia but also rewrites the narrative. It refers to the Gujarati traditions of Bhujodi which is a weave from the Kutch region combined with Aari technique of embroidery which highlights the Ambi inspired prints invoking a folksy feel to the otherwise modern Indian breezy silhouettes such as kaftans and brunch ready kurtas.
For the digital messaging on the collection, the brand collaborated with Birdy, one of the Indian Advertising industry’s most acclaimed copyrighter. The brand finds a common ground with Freddy on the fact that both follow the less is more approach in terms of both writings and fashion.
Birdy has previously campaigned with Benetton and the Lodha Group but what makes this collaboration unique is the first time ever visual depiction of his words. His Instagram has given solace to many during the stressful times of pandemic and his words speak of hopefulness, positivity and life. He often uses his wit and wisdom to convey his opinions. More and more fashion labels are now realising that their designs can be used as a strong communication tool for social messages.
