"Na South Side Tamilachi," declares JQUEEN (Jacquilin Lucas), draped in a bright pink sari, hands and ears stacked with gold jewellery, her inherent swag oozing through, in the reveal of Surmeyi’s new collection, 'LOVE'.
Shot against Madurai’s colourful backdrop, the video opens with the sounds of Tamil Nadu’s indigenous instruments—the 'Thavil' and the 'Nadaswaram'—together forming the Mangala Vadyam (auspicious music), an integral part of traditional Tamil celebrations. JQUEEN’s bold, rebellious words stand in stark contrast to this archetypal setting, yet the video manages to weave the two worlds seamlessly into one. It’s not a clash—it’s a fusion. The video heroes Madurai’s nature, representing it with vibrant colours reminiscent of the city’s temples—the blues, yellows, and pinks used to adorn the 'gopurams'.
This dual pulse runs throughout: one rooted in Madurai, embodied by JQUEEN, a famous South Indian female rappers, and the other by the true icons of Madurai— and indeed of all Tamil Nadu — its Paattis (grandmothers). These moments are interspersed with glimpses of Surmeyi’s new line, inspired by the South Indian Thandatti, a traditional earring worn across Tamil Nadu and Kerala. The paattis appear in colourful cotton saris, ones that remind me of my own neighbourhood grandmothers, always smiling, their saris neatly draped, ushering you into their homes with a plate of freshly made murukku (a South Indian snack). The video also slips in black-and-white clips of men and women working tirelessly with mortar and pestle, grounding tradition in everyday labour.
Similarly, JQUEEN invites you into the world of these people who are often sidelined, showing that the true wealth of any place lies in its people — the ones who painstakingly sit for hours stringing garlands or keeping alive crafts and practices handed down through generations.
The camera lingers on small but powerful details: the defiance in her eyes, the flowers in her hair, the shimmer of jewellery bouncing with the beat. Each shot carries pride, as though every accessory and every move is intentional. The music much like the visuals is playful and confident, with the beats from the 'Thavil' making you feel like you've arrived at a celebration. JQUEEN calls herself a 'kaatu thee' (forest fire) that cannot be put out, her only job being, spreading 'kadhal' (love).
The video reclaims the old and welcomes it into the now, not just by bringing the traditional into the contemporary, but by infusing tradition with playfulness: a paatti wearing bright blue and pink sunglasses; a thatha donning gold earrings. These moments collapse binaries, showing us how the two worlds can exist together effortlessly.
The video as a whole emphasises the importance of standing firm and staying true to who you are, however you are, a mantra central to JQUEEN’s work. This is also evident in the all-female hip-hop collective she spearheads, Wild Wild Women. By featuring people of an older generation — those you might assume have little in common with JQUEEN — and building a world where the two not only coexist but thrive symbiotically, the video showcases what fraternity can look like, circling back to the collection’s very name: LOVE.
You can shop Surmeyi's new collection here.
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