Cord’s Latest Editorial Captures The Unifying Beauty Of South Asian Experiences

Images from homegrown indian fashion label Cord's latest festive collection and their editorial campaign created in collaboration with Pakistani artist Sajal Sajjad

Cord x Sajal SajjadCord x Sajal Sajjad

Published on:

28 Aug 2024, 3:00 am

3 min read

I grew up in an Indian household where Abida Parveen and Nusrat Fateh Ali Khan’s voices echoed as much as AR Rahman and Ilayaraja’s tunes. When I looked at the Daily Hymn collection from Cord, the song Tu Jhoom sang by Abida Parveen came to mind. It was almost as if wearing the clothes from Daily Hymn could instil immense beauty in the most mundane, ordinary days, like the music that I grew up to. Perhaps it could be credited to the smocking and subtle palettes reminiscent of children’s attire emanates this sense of whimsy. Whatever it be, Cord is a label whose designs are an ode to homegrown culture and the nostalgia associated with it. The latest collection from them titled ‘Daily Hymns’ is one that especially speaks to those who are vintage at heart.

Much like the background music of our childhood that later becomes the tether to our identity, the clothes from CORD’s latest collection are nostalgia-inducing in a beautiful palette, which according to the brand, was inspired by citrus, pomegranate, and plum, to evoke warmth and festivity. Their collection note further mentions,

“Our Daily Hymns collection captures these fleeting moments and celebrates them through fashion. The vendors' praises of citrus, pomegranate, and plum that drift through the air, and the warmth of the sunrise nourishing the earth, all contribute to the rich tapestry of sounds and sights that define our daily lives. Each piece in this collection is a tribute to these ordinary yet profound experiences, reminding us that beauty is woven into our daily existence, waiting to be cherished.”

- Cord, Official Website

From printed co-ord sets to breezy dresses and sarees, the silhouettes of the Daily Hymn collection are those typical of CORD, but they also feature signature details of hand-embroidery, smocking, and surreal prints that stemmed from real-life moments. Most importantly, it can be dressed up or down, based on the occasion and your personal style.

For the collection campaign, CORD collaborated with Pakistani artist Sajal Sajjad. Through the visual campaign that she conceptualised and creatively directed, the brand and artist crafted a narrative that celebrates life’s finer details, especially the ones that bind South Asians beyond the border that divides us - from shared cultural influences and flavours to the basic emotions of love and shared humanity. In talking about the campaign and forging connections through art, she shared,

"It always makes me sad how sometimes creatives from across the country cannot work together because of our unfortunate relationship despite sharing such a rich history. I am thrilled that the good people at Cord reached out and made this collaboration work and with such delight!"

Sajal Sajjad, Creative Director & Photographer