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The Indian weddings of yore were equal parts vibrant, kitschy, and conspicuously over-the-top. Despite the garish arrangements, these weddings from the past have shaped a distinct aesthetic of their own. Vibrant shamiana tents, live brass bands, and gaudy outfits were all individual misfitting elements that developed the local Indian wedding aesthetic. Growing up in the setting of such weddings, Delhi-based fashion designer, Karan Torani has explicated a nostalgic narrative to commemorate the launch of his latest collection, Sindhi Tent House.
Torani, the enigmatic brainchild of Karan takes after his family name and the label itself was inspired both by Karan’s grandmother and his own life experiences growing up as the son of a ‘tent wallah’ in South Delhi.
Karan’s attention to detail is not only reflected in his eclectic creations but also in the way that he packages and weaves a story across every single campaign for his diverse audience. Torani embodies an intrinsic flair for storytelling that cuts across fashion, marketing, and more.
The designs which primarily are suited for grand occasions include vibrant silhouettes that replicate the fashion from the late 90s.
Sindhi Tent House
Having grown up around Indian weddings and after profound observation and inferences from his father’s profession as a tentmaker, Karan based the foundations of his latest creation on the nostalgia of Indian weddings in the late 80s and early 90s.
From creating personal profiles of stereotypical characters that a person would encounter at a typical Indian wedding to developing extravagant sets and recreating the ethos of this era; Torani’s latest collection is a flamboyant ode to his father’s long-drawn career as well as his own childhood.
The collection is also being translated into real-life stories of the people who have run India’s thriving wedding industry. From wedding bands to caterers to tent makers, decorators and more; the collection is an ode to “...those families that run because of weddings”.
The execution of this campaign looks nothing short of enthralling. Across social media, the label has featured nostalgic images of the inspiration behind the campaign along with behind the scene footage and process videos.
Torani encapsulates the grandeur of falling in love and the moments of chaos that lead up to the special day in a series of nuanced and striking moments. Sindhi Tent House stays true to the fact that powerful storytelling is indeed the foundation of any successful brand.
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