“Most of my Diwalis during childhood, were celebrated at our home back in Kanpur. It being our main festival of the year, Diwali was celebrated with a lot of passion, vigour and excitement. For me, it was always about the smaller details, like going to buy the Laxmi and Ganesh idols or some form of silver and gold on Dhanteras, always after the pooja of the Diyas. It was about my mother painting a pair of beautiful feet in a shade of red called ‘gerua’ at the front door, symbolizing and welcoming the Goddess of Prosperity with joy and respect.
From decorating the family temple, to the dinner table with special silverware and ‘genda phool’, to dressing up in new clothes for three whole nights, to meeting our family and friends for cards and games, Diwali was always a delightful time of the year”, reminisces Priyanka Modi, Creative Director of AMPM
With Zahia, we let ourselves explore something new. These unprecedented times came with an opportunity to unshackle ourselves, to be even more creative. We found our expression through art. In dreamy landscapes, we imagined clothes that bring joy. A tale of vibrant hues, quiet details and silhouettes befitting intimate gatherings. Art often becomes an antidote to trying times, an escape. The campaign comprises artworks that take the viewer on a journey, otherworldly and thoroughly imaginative.
“Everything has been so surreal about this year that it was important to me that we captured it in our communication. I like to think of our concept as something where ‘art precedes reality’ so to speak. I think it captures this moment perfectly.”, notes Priyanka.
This festive season, we realize that we are drawn closer. To each other. To our roots, and to the promise of a hopeful future. We lend our ears to soft conversations that would otherwise be lost in the bustle of yesteryear celebrations. It has become close knit again. A handful of people with infinite stories.
Zāhia is now in all AMPM STORES. You can also browse the collection HERE.