November 15, 2019
70-mm

Radhika Apte: Face of the Ritu Kumar Festive Winter 2019 campaign

This season Ritu Kumar Festive Winter 2019 collection interprets Asia’s rich textile heritage with clean lines and silhouettes celebrating the contemporary Indian woman with Radhika Apte as the face of the campaign who epitomizes the spirit of the Ritu Kumar woman.

The campaign features a voiceover narration by Radhika Apte of the Hindi translation of Nobel laureate Rudyard Kipling’s poem “If”. “If” is a timeless poem that is as relevant today as the day as it was written. Inspiring and motivating, the lyrics convey Rudyard Kipling’s advice on how to win at life and above all how to be a better human being, man or woman.

The standout lyric from the poem “He beti sabse barh kar, tum naari ho, tum shakti ho!” has inspired the hashtag for this campaign #NaariTumShaktiHo.

The ethos and essence of the Ritu Kumar woman is one who is ready take on the world fearlessly but with humility. The lyrics of “If’ mirror the values of brand Ritu Kumar perfectly and Radhika Apte is the personification of the Ritu Kumar woman. With Radhika’s narration of ‘If” she takes over the baton from Nimrat Kaur who also read the poem as part of the Festive Winter 2017 campaign.

The Ritu Kumar Festive Winter 2019 collection features a palette of earthy tones, blazing burgundy and sap greens. Key fabrics include woven jacquards, feather-weight cotton, Chanderi, and silk treated with traditional vegetable dyes. Silhouettes are traditional but with a twist; kurta dresses and draped saris that can be worn as one -pieces or paired with bottoms; tunics with asymmetric hemlines and jumpsuits that can be layered.

Scarves are a key accessory, worn just as or styled as belts and head scarves to add an element of whimsy and print. Placement prints featuring archival Ritu Kumar patterns continue to feature heavily in the collection. Embroideries in the collection range from Kutch to Kashmiri Jamaawar. The incorporation of metallic threads with Mukaish, Aari and Kamdaani detailing make the festive classics your go-to styles for this season.

Campaign Credits

· Creative Director – Amrish Kumar

· Photographer – Bikramjit Bose

· Videographer – Sachin Pillai

· Stylist – Nidhi Jacob

· HMU – Kritika Gill

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