London-based Indian designer Kaushik Velendra took a very different approach to fashion video this season. Instead of solely focusing on the clothes, he used this opportunity to discuss the power of fashion and its influence on our self-empowerment.
After Priyanka Chopra wore his design for the Fashion Award last year, Velendra said the brand has received huge attention both from Bollywood and Hollywood, and it also inspired him to take a more direct-to-consumer approach. Therefore, he brought real customers into the video wearing his size and gender-inclusive designs.
With a reality-show-style opening, the video featured him walking into his studio on Hoxton Square and introducing his brand, while “Everybody’s Talking About Jamie”‘ star Layton Williams twirled around in Velendra’s signature blazer with their armor-like shoulders.
The designer then raised questions about inclusivity, masculinity, gender diversity, the role of men’s wear, how to support the creative industry, and dealing with the pandemic. A diverse cast, including Kelly Rutherford, Daniel Lismore, River Viiperi, Bobby Brazier and Billy Langdon, shared their answers while wearing pieces from his fall 2021 collection.
As a result, these characters brought his sharp and serious-looking tailoring pieces to life and contextualized his vision for men’s wear in reality.