Channelling the quiet, minimal living of a small town, Shehar is a brand that transcends the boundaries of fashion and culture, mapping cities with a hundred histories through its unique lens. The brand's inaugural flagship store in Hisar is not just a retail space; it's a heartfelt homage to founder and designer Akshat Bansal's hometown and the wellspring of inspiration for Shehar.
Shehar, a new label in the realm of classic Indian menswear, is not merely a collection of garments but a reimagining of tradition through a nostalgic, thoughtful gaze. The brand's essence comes to life in the captivating campaign film titled 'Homecoming.' This cinematic journey explores the culture, relationships, and simple yet profound lifestyle of a group of men from Hisar. The film, scripted by Mandovi Menon and shot by Nishanth Radhakrishnan, captures the authenticity of small-town spirit through the eyes of model and dancer Kiran.
Bansal's vision for 'Homecoming' is clear – an intimate portrayal that defies labels, leaving interpretation to the viewer. Love between friends is celebrated without the confines of categorization, be it romantic, friendly, tender, or tormented. The film is a deeply personal project for Bansal, who consulted friends, relatives, and old photo albums from Hisar to infuse authenticity into every frame.
The Shehar man, as described by Bansal, is a master of many perspectives. Rooted in personal growth and evolution, this individual understands the empowering nature of exploring one's roots. The brand reflects these aspirations, offering a departure from the '90s image thrust upon Indian men by globalisation. Bansal's journey from his family store in Hisar to formal training at Central Saint Martins, London, and apprenticeship at Saville Row shapes the dynamic design metiér of Shehar. The brand's core philosophy revolves around the retrieval and reconstitution of the purpose of fashion, blending unexpected material use and fusing historical and indigenous elements with contemporary-future aesthetics.
For Bansal, the timing is perfect for redefining Indian menswear. Shehar is not just a clothing brand; it's a cultural exchange, a celebration of identity, and a vision for the future. As the first flagship store opens in Hisar, it symbolizes a heartfelt return to roots, a commitment to the community, and a step toward reshaping the narrative of modern menswear in India.
If you enjoyed reading this, here's more from Homegrown: