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