The campaign images for Raw Mango’s Spring Summer 2021 collection titled ‘Other’, convey an eerie sense of calm. The red painted faces and green hands of the models with wide, unnaturally big eyes staring blankly ahead appear unsettling and strangely disturbing. But the soft silhouettes, the bright, feminine floral prints that stand out in contrast to the background of either baby pinks, ivory or neon yellow, calm you down. The styling, clothes, models and the barren land that serves as a backdrop exhibit conflicting forces at play. Sanjay Garg, the founder of Raw Mango and the creative mind behind the collection, explains, “Through ‘Other’, we address what we have within; to challenge the surreal as real and the supernatural as natural. The campaign for this collection conveys the thought behind it--a dynamic reality that is best summed up by the word, ‘other’.”
The pandemic set us all on the path of self reflection and introspection. With Sanjay the whole drill seems to have led to this: “The narrative of the collection explores the idea of self-acceptance that reveals the complex, conflicting realities and at times, a foreign sense of other. This defines the notion of various beings within,” he says. However, the “foreign sense of other” is not looked at as menacing but rather like the “aposematic alarm” or survival instinct that is often witnessed in nature. Sanjay redefines supernatural as a force that “serves to protect.”
Keeping in with the brand ideology and philosophy, handloom silk and organza have been used to create a range of digitally printed, oversized jackets, wide pants, kurtas, saris, blouses, long and short placket shirts in colours ranging from pale blue, pale pink, lime, red, green and maroon. The collection fittingly reflects on the axis between beauty and wonder, evoking an emotion that appeals across age groups. “As with all collections, we are not speaking to a set age group, we are conveying our point of view to our audience. With ‘Other’, the campaign is directional and I gather will have strong reactions,” concludes Sanjay, confident of the curiosity and interest his unique notion would bring about.