THE SAANJH JACKET IN CLAY
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Description
THE WORD 'SAANJH' MEANS DUSK IN GUJARATI AND THE COLOR CLAY BROWN IS DRAWN FROM THIS HOUR INSPIRED BY EARTHEN WALLS, SUN-WORN ROADS, AND THE SOFTENED PALETTE OF THE GUJARAT AS NIGHT APPROACHES.
THE STORY
SHOT IN RAJKOT, THE FOUNDER’S HOMETOWN AND THE CITY ROOTED IN HIS PARENTS’ HISTORY, THIS CAMPAIGN DOCUMENTS THE QUAINT ALLEYS, GATHIYA SHOPS AND CULTURE EXPERIENCED BY THE FOUNDER DURING HIS CHILDHOOD SUMMER TRIPS.
INTERNATIONAL MODEL AND CREATIVE VICTOR WAS INVITED TO EXPERIENCE THE CITY FROM WITHIN THROUGH FOOD STALLS AT DUSK, CHAGADO RICKSHAW RIDES, SHIFTING COLOURS, AND THE CONSTANT SOUNDSCAPE OF ENGINES, VOICES, AND HORNS.
THE CURVE ZIP
INSPIRED BY HOW RAJKOT MOVES, A CITY WHERE BIKES AND CARS NEVER TRAVEL IN STRAIGHT LINES, MOVEMENT IS INSTINCTIVE. YOU SWERVE, ADAPT, AND FIND YOUR WAY THROUGH CHAOS.
THE CURVED ZIP BREAKS SYMMETRY AND LINEARITY, MIRRORING THE WAY THE CITY DRIVES. IT FOLLOWS THE BODY NATURALLY, NOT BY RULE, BUT BY REACTION.
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