SCOPE OF PROJECT:
Art Direction
Inspired by the double helix structure of DNA, the motifs and tassels in Devina Juneja’s avant-garde collection, “Helix,” danced in tandem with the strands of life.
The crux lay in an edgy hairstyle mirroring the DNA-inspired collection. Varied hair and makeup styles sculpted a look both fierce and futuristic, while our set design paid homage to the industrial beauty of crosswalks, the heartbeat of the urban landscape. The synthesis of genetics and cityscape weaves a powerful visual narrative — bold, industrial and unapologetically edgy.
Photography: Amitava Saha
DOP: Soham Dey
Model: Chandani Purohit
Makeup: Mainak Das
SCOPE OF PROJECT:
Art Direction
In this collection, ‘Camouflage’, hand weaves and prints expertly merge to create an output that will make you look twice. This 3D amalgamation of prints and weaves, created to both hide and standout, formed the brief for the Art Direction of our shoot. The vision for this shoot was inspired by the works Yayoi Kusama.
Photography: Amitava Saha
DOP: Soham Dey
Model: Ankita Singh
MUA: Mainak Das
SCOPE OF PROJECT:
Collection Design
Devina expanded her handbag label and started designing fashion garments with leather detailing. We created 2 sets of custom patterns for her. The first is inspired by 3D leather knots created by Devina. The second is our version of overlapping checks, which has been cleverly offset with leather checks as well. Both patterns can be used individually and can be combined together as well.
Image Credit: Clients own
SCOPE OF PROJECT:
Art Direction
Devina has various sources of inspiration while designing her collection – each bag has a story behind it and is influenced by what she sees around her. And that is what we picked on while styling her photographs – highlighting the source of inspiration of each bag.
Photography: Anushree Bhatte
Exhibit Design
Devina’s stall at The India Story, 2015 was perhaps the most photographed stall. We showcased the workspace of a craftsman, sitting inside a gigantic bag, created with wire and mesh for an unembellished feel. The detailing began with ensuring the shelves and tables are old and rickety from tear-and-wear. The goal was to look straight out of a factory, grungy and industrial. An ode to the rawness of a world from within which all this beauty unfurls.
